Thursday, January 28, 2021

Denny’s Digital Dining will Drive Growth


Sometimes growth is overshadowed by survival and family dining chain Denny’s known for great breakfast has been hit hard, preliminary domestic same-store sales results for the COVID-19 pandemic year were down 31%. Pancakes just don’t travel well most customers must believe.

Denny’s has a corporate staff loaded with industry knowledge, ability, and a marketing skill-set that equals any chain restaurant in the U.S. today according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

If you have talent, put it to work, and let it drive success, according to Johnson that exactly what Denny’s Corp. did.  Now Denny’s is testing two virtual brands that it plans to expand in 2021 and they “focus on burgers and melts,” something they know a lot about. 

Denny’s operators have been testing the two new virtual offerings, said John Miller, Denny’s CEO, in a statement, “Both concepts have shown promising results in testing and each is expected to be launched in the first half of fiscal 2021 in over half of Denny’s domestic restaurants,”

Looking a customer ahead, looking for growth, virtual brands will drive greater operational efficiencies, top line sales, and bottom-line profits according to Johnson. Denny’s deep marketing insights will provide valuable date points to drive incremental success.  It will pay dividends to keep an eye on Denny’s marketing messaging and their new virtual brands.

Battle for Share of Stomach

Miller went on to say, “With increasing distribution of vaccines, newly passed fiscal stimulus that should benefit our franchisees and the ongoing resolve of our operators, I am confident that Denny’s is well-positioned to continue navigating through the pandemic in an effective manner while preparing for future growth,”

Don’t do nothing, empower your team, look a customer ahead. Miller stated, “to be impressed with how resilient and steadfast our teams are in their commitment to serving our guests. Denny’s operators have maintained a dedicated focus on health and safety protocols while embracing innovative solutions such as curbside ordering, outdoor dining where permitted and testing two new virtual brands in an environment challenged by mandated restrictions.”

Where will your brand find customer relevance? If the customer moves are you willing to move with them?  Does your brand look more like yesterday, than today’s brand, or tomorrows? What consumer touchpoints can you edify moving forward? Here are two word we all learned in school.  Operational Efficiencies use your education, skill-set to drive top line sales and bottom-line profits.

Invite Foodservice Solutions® to complete a Grocerant Program Assessment, Grocerant ScoreCard, or for product positioning or placement assistance, or call our Grocerant Guru®.  Since 1991 Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant niche. Contact: or 253-759-7869

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