On February 1, the 56-year-old company aired a Super Bowl commercial that promised free Grand Slams to anyone who walked through the door from 6 a.m. to 2 p.m. on Feb. 3. Denny’s, which is open 24/7, says some two million free meals were served.
Do these promotions justify the cost? CEO Marchioli. The additional customers buying juice and coffee with their free breakfast, plus the repeat business the giveaways generate, covers the cost. “We’ve already paid for the Super Bowl promotion, and then some,”
Denny’s has created something called the “Allnighter” program. From 10 p.m. to 5 a.m., the chain has started playing alternative rock music on the restaurant soundtrack. Denny’s has now sponsored over 30 emerging bands —they get free meals while on tour — and organized late-night meet-and-greets, and occasional jam sessions, with the musicians in the restaurants. The servers wear casual black t-shirts instead of a buttoned-up uniform. Denny’s also just introduced four new late-night menu items, each priced between $3 and $4. These include the “Pancake Puppy 12-pack,” a dozen bite sized hotcakes rolled in cinnamon and sugar, and “Kickin’ Flavor Wraps,” two tortillas served with chicken strips. The idea is to serve stuff that groups of amped-up rabble-rousers can share. Denny’s wants to give the late-night crowd a social experience they can’t get at the fast-food drive-thrus, which are now staying open later through the night and eating away at the chain’s graveyard shift revenues.
via Denny’s: Where The Food Is Free, and Drunks Can Pee – TIME.