Denny's Seeing Results From AARP Discount Agreement

While it's still early in the game, Denny's is seeing "excellent" results thus far from its new program offering exclusive discounts to AARP members, according to John Dillon, VP, marketing and product development for Denny's Corp.

Denny's implemented its AARP discount program in late March, with two special member offers effective through year-end 2010. Members who show their AARP cards at participating Denny's locations nationwide on any day of the week between 4 pm and 10 pm are eligible to receive 20% off the total check amount for themselves and their guests.  In addition, the card entitles AARP members and their guests, on a 24/7 basis, to a standing price of $1 for a cup of coffee.

The move made Denny's the first restaurant chain to offer the association's nearly 40 million members dining discounts on an on-premises, show-your-card basis.  Subsequently, on June 1, Denny's signed a three-year agreement with AARP committing to offering AARP members exclusive dining benefits through the agreement's term, although it's yet to be determined whether the current discount offers will be continued or whether other deals will be offered starting next January.

The offers "are clearly resonating with AARP's membership," Dillon tells Marketing Daily. "We're seeing redemptions increase week by week in these initial stages, and we've gotten great feedback from the members."

Next story loading loading..

Discover Our Publications