Denny's Evolves Its 'America's Diner' Positioning

Denny's is marking its 60th anniversary with a new TV campaign, new menu offerings and updated in-store merchandising that build on its existing "America's Diner" positioning, and introduce a slightly different tagline: "Welcome to America's Diner."

The campaign and other initiatives are designed to reinforce the "America's Diner" positioning by capturing the comfortable local-diner experience of Denny's.

“Our guests feel a personal connection to our 'America’s Diner' brand positioning, and we really want to bring those feelings to life," said chief brand officer Frances Allen. 

The new “Slice of Diner” TV campaign, from the Erwin Penland agency, includes five 15-second spots that feature diners discussing various menu items and interacting with friendly servers, amid the familiar sights and sounds of a diner.

To ensure an authentic feeling, the footage was shot in an actual Denny's restaurant, not in a studio. Each spot ends with the ding of the “order up” bell and a “Welcome to Denny’s” greeting.

Denny's new menu offerings include featuring a different monthly "Chalkboard" special each month this year, starting with $4 Breakfast Sandwiches in January. The specials are available all day, every day.

Those specials will include a variety of lighter, "Fit Fare" options. For instance, guests can choose Fit Fare options offered within the "Build Your Own Skillet" promotion that will be featured in February, or the "Build Your Own Grand Slam" to be featured in March. The regular menu also includes lighter options, like a Fit Fare Breakfast Sandwich Plate. 

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3 comments about "Denny's Evolves Its 'America's Diner' Positioning".
  1. Papa Squat from Papa Squat Seats , January 23, 2014 at 12:41 a.m.
    Thoughts on Denny's http://thespookedhorse.com/2014/01/21/moms-catfight/
  2. Jeremy Colton from bookwomanny , January 23, 2014 at 8:22 a.m.
    They have adjusted their senior discount, too. It is now 15% at all times instead of 20% at certain times, and that is a big inducement for my family.
  3. Paula Lynn from Who Else Unlimited , January 23, 2014 at 8:20 p.m.
    Wow ! They took away a 5% discount and you are happy. It's just like the casinos tell you that you won when you put in 3 quarters and got back 2.