For greater than a dozen years Denny’s has positioned itself as “America’s Diner,” which suggests to convey a feel-good, nostalgic vibe with out being caught up to now or pegged as a boomer-only zone.
With a brand new advertising marketing campaign on the horizon, together with front- and back-of-the-house upgrades, Denny’s intends to refresh and restart its long-running message with nationwide adverts, a stunt in New York’s Flatiron district, elevated menu gadgets and the brand new tagline “It’s Diner Time.”
To not be too esoteric about it—which might be off-brand—however the chain is asking it “a motion,” not a standard promoting marketing campaign. The varied sides of “It’s Diner Time” purpose to “double down on the bodily and emotional place” that the eating places have in shoppers’ lives, in line with John Dillon, the model’s president.
Cynics beware, but when that feels like a salve in a prickly and contentious world, it’s no accident. Denny’s new work will spotlight the way in which individuals join with one another, celebrating milestones and on a regular basis moments, beneath its roof. It additionally continues the chain’s concentrate on inclusivity whereas focusing on a broad viewers and youthful demos.
“We’re recognizing and celebrating the house and luxury we offer,” Dillon instructed Adweek. “With all of the challenges on the market, together with the economic system, our position has by no means been extra related.”
Practically half (45%) of Denny’s shoppers are millennials and Gen Z, per CEO Kelli Valade, who famous on a latest earnings name that “over half of our complete visitor base can be ethnically various, and our breakfast and late night time day elements skew youthful and extra various on a regular basis.”
“It’s Diner Time” coincides with Denny’s seventieth 12 months of operation, which works as a hook for the revamp, although it’s going to proceed past 2023.
“This isn’t a first- or second-quarter launch—we see this as foundational,” Dillon mentioned. “This can be a assured Denny’s saying we all know who we’re and what we stand for. We’ll proceed to evolve it within the coming years.”
Past the Grand Slam
A 15-second TV spot dropping this week, from Denny’s in-house company Create, serves as an intro for the chain’s new menu choices akin to baked lasagna, brisket mac and cheese, purple, white and blue pancakes and a spicier model of the favored Moons Over My Hammy breakfast sandwich. The restaurant shaped its in-house artistic and advertising division, Create, in 2019.
These dishes—which can be a part of consolation meals standbys like patty melts and the Grand Slam—come after the model sank $25 million into upgrading its kitchen tools. The funding has elevated effectivity and lowered waste, whereas permitting a broader vary of meals choices, Dillon mentioned.
Together with trend-forward meals, the restaurant has overhauled its laminated menus to incorporate augmented actuality options through a QR code. Shoppers can unlock particular offers and be taught extra concerning the meals and the model’s historical past by exploring the AR expertise.
Uniforms are updating, with t-shirts themed to the seventieth anniversary and menu gadgets, and servers shall be allowed to put on denims for the primary time, responding to inner requests from staff to decorate extra casually.
Daylight Saving Tumult
Individuals spring ahead this weekend, dropping an hour of sleep, and Denny’s has constructed a stunt across the complicated semi-annual clock change, providing free espresso on March 13 to its loyalty membership members.
The transfer goals to drive foot site visitors to shops and membership to this system, with the free of charge beverage going solely to those that dine-in.
And in New York’s busy Flatiron district, Denny’s will arrange its first pop-up espresso store, doling out complimentary cups of joe from a 40-foot-long diner-style counter with bar stools.
The activation comes from Anomaly, Denny’s agency of record for the previous two years, which works side-by-side with Create. “We like the wedding of each,” Dillon mentioned. “It makes a strong workforce.”
Denny’s, which reported 6.3% same-store gross sales will increase in fiscal 2022, expects home gross sales bumps between 3% and 6% this 12 months, per the latest earnings name. The chain is making “a wholesome funding” in “It’s Diner Time,” Dillon mentioned, spanning broadcast, digital and social.
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