Denny’s Rebranding its Image to Recapture Nighttime Business

by Susan Davis on 01/07/09 at 11:19 am

Denny's New and Improved

Denny’s, the 24-hour restaurant chain, typically known as a place where senior citizens congregate over bargain-priced breakfasts, has rolled up its sleeves in a rebranding effort, hoping to attract younger patrons during the after-midnight meal period.

The Spartanburg, South Carolina-based chain, which has lost a significant amount of late night business to rivals McDonald’s and Burger King, is trying to revamp both its image and its menu to win back the younger crowd.  At 10 p.m., the all-night eatery changes to a hot nightspot, where patrons can dine to the tunes of rock and country music, and even catch an after-concert party for up-and-coming local bands.  As part of its new image enhancement effort, Denny’s is adding late-night menu items created by well-known musicians such as Rascal Flatts, Jewel and Good Charlotte.  This time period – after dinner and before breakfast, was coined “fourthmeal,”  by Taco Bell, when they extended their meal service hours more than two years ago.  It’s these young and hip consumers that Denny’s is trying to reach.

Denny’s is also adopting emerging musicians and providing them with $1,000 gift cards they can use for restaurant meals while touring.  Then, in conjunction with social media outlets such as Twitter and MySpace, it informs its target market where the bands’ after-concert parties are being held.  To extend its reach further, Denny’s is also forging partnerships with college and university cafeterias to offer some of the new menu items.