• October 19, 2009

Denny's has created a digital game that encourages the young audience targeted by its Allnighter program to create their own unique virtual meals through online, social and mobile applications.

Guests play "Cook Like a Rockstar" by choosing, combining, sizing and arranging Denny's ingredients from a drop-down menu on a "plate" and then naming the menu item. Platforms featuring the game include iPhone, Facebook, and dennysallnighter.com. Submissions will be featured and voted on on the Allnighter site starting Oct. 19. The grand prize is a private party for the winner, family and friends at a nearby Denny's, which will feature the winning menu item prepared and served by Denny's chef and staff.

The game is a complement to the latest Allnighter Rockstar menu, featuring new dishes by Jewel and Los Lonely Boys.

Denny's launched the Allnighter program, which offers "shareable food in a cool dining atmosphere" from 10 p.m. to 5 a.m. each day, last spring.

Another concept extension is an Adopt-A-Band initiative that provides up-and-coming bands with free meals and allows fans to hang out with bands at Denny's locations following concerts. Some of the late-night Adopt-A-Band parties become extensions of a concert through impromptu acoustic jam sessions, according to Denny's. To date, more than 40 bands including Katy Perry, Saving Abel, and Forever the Sickest Kids have participated.--Karlene Lukovitz