• Mediaweek, Tuesday, February 10, 2009 9:18 AM

To support its marketing initiatives, Denny's is rolling out a digital out-of-home network across its restaurant locations through a five-year pact with IndoorDIRECT. The program calls for LCD screens in dining rooms to carry IndoorDIRECT's hour-long lifestyle program covering news, entertainment, music and sports. About one-third of the 60 minutes is devoted to advertising.

Denny's investment in the network follows a year of testing at a handful of its locations. "The restaurant network is great entertainment that represents an additional value to our customers," says Mark Chmiel, Denny's CMO.

Initially offered in 300 Denny's locations in large U.S. cities, the screens will be rolled out in all 1,500 restaurants. The Denny's launch will give IndoorDIRECT a national footprint across 1,000 locations in the top markets, reaching about 10 million people per month by the end of May, according to company execs. The company's aggregated network includes Arby's, Del Taco and Hardee's.

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