(seemingly) Random no-starts

Hey gents, got a new question for you. During a road trip this weekend (wedding #3 of 5 for the summer, woo) Saturday morning when I went to start the car, it just cranked and cranked.

What happened:
Let it crank for about 5 seconds then turned key off. Turned key to on again, let everything prime for that 4-5 seconds, tried again. Cranked for 10-15 seconds, tried pumping the gas pedal, no dice.

Let it sit a few minutes, did the same again, it cranked for 5-10 seconds I started pumping the gas pedal again after the first few and it fired up. Drove where I was going, stopped for gas, food, etc a few times, no issues restarting.

Next morning, same thing.

What I’ve tried/checked:
I don’t have VCDS but I do have Torque. No codes found other than SAI (from exhaust upgrade). No CEL. I do hear the pump priming when I turn the key to ON (I always let it sit for that 3-5 seconds of key ON while all the hums and whirrs go on, every time I go to start it). Fuel filter isn’t too new, probably has 50k on it since I last replaced it? Last time it was bad I never had this issue, it would jut make a squealing noise, so I’m not sure it’s the filter. No misfires or idle issues, runs just fine once started. Cranks fast (battery is good). I have noticed it taking 2-3 seconds of cranking to actually fire on over the last month or two, rather than immediately starting up. Car has always taken 1-2 seconds but yeah seems like its been an extra second or so in recent months. Car just rolled over 190k.

Any ideas on where to start troubleshooting? Thanks