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Denny's Corporation | Company Profile, Marketing Contacts, Media Spend, Brands




Denny's Corporation is a full-service, family-style restaurant chain with locations nationwide. The menu features a of variety breakfast meals, as well as hamburgers, salads, steaks, and desserts. Denny's corporate headquarters are located in Spartanburg, SC.

Main Telephone (864) 597-8000
Main Fax (864) 597-8780
Primary Address
203 East Main Street
Spartanburg, SC 29319-0001
USA

Denny's Corporation Contacts

Contacts (5/14)
Name Title State
John M. President & Chief Executive Officer SC
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (864) 597-8000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 203 East Main Street
Spartanburg, SC
29319-0001
USA

Steve D. Senior Vice President & Chief Global Development Officer SC
Mark W. Executive Vice President & Chief Financial, Administration & Information Officer SC
John D. Chief Marketing Officer & Senior Vice President SC
Christopher B. Chief Operating Officer SC

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Denny's Corporation ********

Agency Relationships


Brand Agency Service From To
*****'* *********** ********* media buying & planning 2002 unknown
*****'* *********** ********* media buying & planning 2002 present
*****'* *********** ***** ******* *********** AOR - creative, digital, public relations 2013 present
*****'* *********** ******** ******** multicultural unknown present

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Social Media, Media Partnership Opps: ‘Future Possibility' Denny's continues revitalization efforts


 

Update (5/5): In the Q1 earnings call, CEO John Miller said that even though the company has made “meaningful progress” to date, Denny’s is still in the early stages of its revitalization strategy. A large part of the strategy is to deliver a differentiated experience that makes the Denny’s brand more relevant every day, with strategy focused on food, service and atmosphere. In fact, in June, Denny’s will update its core menu again as part of its continued menu optimization work. Additionally, the company will continue to accelerate remodels under the Heritage remodel program.

Miller also said that the company will continue to find ways to enhance its media and in-store merchandising efforts with new partnerships. This quarter, Denny’s debuted a new kids menu partnership with DreamWorks Animation, featuring characters such as Shrek and the penguins of Madagascar, and also announced a partnership with NASCAR’s Denny Hamlin to reach race fans across the country.

Denny’s also continues to grow its social media investments, including its grand slam video series (more here). Miller said that, “in a crowded marketplace, these efforts help keep Denny’s name at top-of-mind and create a connection with the brand.”

Read more about Denny’s strategy and struggles below. Keep in mind that CMO John Dillon was with the company for a number of years prior to his promotion, so a huge agency shakeup might not happen until a little further into the revitalization. However, this doesn’t mean you shouldn’t be reaching out with ideas that will reach millennials and endear the brand to a expanded customer base.

Future-Possibility

Subject: Digital, TV, outdoor Spanish language media, Hispanic focused media

Company: Denny's, family-style, full-service restaurant based in Spartanburg, S.C.     

Opportunity: here).

Additional Insight

Experience: Since 2007, Dillon has helped create Denny's new ”America's Diner” positioning and the $2 $4 $6 $8 Value Menu. Also, he's led improvements in calendar, menu and brand communications that have contributed to the brand's ongoing revitalization, according to a statement. Before Denny's, he was VP of marketing at the NBA's Houston Rockets. 

Dillon succeeds Frances Allen, who becomes president of Jack in the Box on Oct. 27 (research here).

Media Strategy: Denny's relies on a variety of integrated marketing and advertising stategies to promote breakfast, lunch, dinner , late night and “here).

Media Spend: According to Kantar Media, Denny’s spent $60.5 million on measured media in 2014 (up slightly from 2013). The overwhelming majority of this was allocated to broadcast spend, with print and digital lagging behind. Note, however, that Hispanic media spend was the second largest spend category for Denny’s. Generally, Denny’s spend fairly evenly throughout the year, increasing only slightly as the year goes on.

Like most companies that are after the millennial consumer, Denny’s is moving money away from TV and putting it toward digital. Denny’s spent $54.7 million on national TV ads last year, $19.7 million of which was deployed in Q1, according to iSpot. Compare that to 2015 Q1 TV spend, which is down 19.3% to $15.8 million. Denny’s spent the most in Q1 to air ads on TBS, NBC, CBS and FX during shows such as “NBA Basketball,” “Seinfeld,” “The Big Bang Theory,” “Good Morning America” and “WWE Friday Night SmackDown!” 

Moat reports that digital ad placement has gone up over the same period that TV spend is going down. For Q1 2014, Denny’s placed 21 creatives on 123 publishers. In Q1 2015, there were 47 creatives placed on 417 publishers (71% of which were bought directly). Top ad destinations include: nationalgeographic.com, funnyordie.com, nba.com, theonion.com and blackamericaweb.com.

Competition: Denny's is not the only breakfast-focused restaurant chain struggling to regain traffic. Rivals with similar issues include Cracker Barrel (research here).

Agency Relationships:  Last year, Denny's consolidated creative at Interpublic's Casanova Pendrill (Hispanic), according to The List.

Denny's  Corporation 
203 E. Main St.
Spartanburg, SC 29319
(864) 597-8000

John Dillon 
Senior Vice President & Chief Marketing Officer
(864) 597-7386
jdillon@dennys.com