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.