Denny's is focusing on Hispanics by launching Denny's Latino, a new Spanish-language Facebook page.
company will offer original, and curated content designed to actively engage with online Latinos, and promote ongoing dialogue with this audience. For example, agency Erwin-Penland has developed a
national commercial airing on Telemundo that supports Denny's 'Red, White & Blue Slam Remix' promotion and ends by directing viewers to the Facebook page. In addition, fans of this page will learn
about new menu items, incentive promotions and exclusive offers found only on Denny's Latino.
"Latinos are not only the fastest-growing demographic in America, but they're also the fastest growing demographic for ‘America's Diner,’” said John Dillon, Vice President of Marketing at Denny's. "From our tables to social media, Denny's continues its commitment to serving the needs of our valued Latino customers with our new 'Denny's Latino' Facebook page."
Hispanics are a key part of Denny's marketing initiatives. More than one in five of Denny's guests are Latino and Denny's already offers Spanish-language menus. Some 20% of its guests say they visit Denny's specifically because of the 2-4-6-8 Value Menu, which skews higher among Hispanic guests. Plus, since the chain finds many of its Hispanic guests are intergenerational, Denny's offers both kid-friendly menu items and a special menu for seniors.
This outreach will fold into Denny's larger marketing efforts that focus on amplifying Denny's brand strengths as “America's Diner,” promoting the various breakfast, lunch, dinner, late night and Fit Fare menu offerings.
Denny's deploys comprehensive marketing strategies on a national level and through local co-operatives, targeting customers through network, cable and local television, radio, online, digital, social, outdoor and print media.
The dining chain spent $11.7 million on marketing in 2013, down from $13.4 million spent in 2012, according to financial filings.
Denny's operates nearly 1,700 locations, with some of the fastest growth in four states with increasing Hispanic populations: California, Arizona, Florida, and Nevada.