Denny’s tries night-owl vibe. Courting rockers, chain seek post-party young adults.
Denny’s Corp. is trying to restake its claim as a nocturnal hot spot for young adults. The restaurant chain, which conjures images of seniors and families digging into morning pancake platters, has been trying to set a different scene for night owls. Between the hours of 10pm and 5am, it pipes in rock and country music and it is scheduling after-concert parties for up-and-coming bands. It has added late-night menu items fashioned by well-known musicians including Rascal Flatts, Good Charlotte and Jewel.
Good Charlotte band members Joel, left, and Benji Madden with the Denny's burritos they created
Denny’s, based in Spartanburg, S. C., has offered 24-hour restaurant service since its inception in 1953. But, the chain has suffered in recent years as rival chains such as McDonald’s and Burger King started staying open later and attracting young adults in the process. Taco Bell, a subsidiary of Yum Brands Inc., two years ago coined the term “fourthmeal” to describe the meal between dinner and breakfast served at many of its stores open until 1am or later.
To stem the loss of customers, Denny’s last year created the “Allnighter” program, which includes adopting emerging musicians and offering a “rockstar” menu for night patrons. It gives adoptees $1,000 in Denny’s gift cards so they can eat while touring. Then, Denny’s uses Twitter and MySpace to inform its target market of 18- to 24-year-olds when and where the adopted bands’ after-parties will be held and when new menu items are added.
Excerpted from June 30, 2009 article in WSJ.com, by Julie Jargon
Now, to me, this article is extremely important for every business to take note. Stop fighting it… your brand isn’t who you think you are. It’s who the audience thinks you are. Relax and go with it.
About Wendi McGowan