Dive Brief:
Denny’s is introducing a brand new model platform referred to as “Open for Anything” by menu collaborations with 24 TikTok content material creators, in keeping with a information launch. The meals will probably be out there on a limited-time provide foundation by June 21 in eating places, on-line and on the brand new Denny’s app for iOS and Android.
The chain paired its two dozen influencers based mostly on shared pursuits in fields like meals, trend, gaming, music and comedy. The first six companions labored with Denny’s culinary group to develop unique menu objects that differ from menu “hacks” that sometimes mix current choices in distinctive methods.
Meals embrace the Get That Cookie Dough Pancakes created with Jenny Solares and The Enky boys, a father-son duo; the Jala-Bac Burger from Jonathan Chavez and Elise Osafo; and Clearly Very Fruity Pancakes by Elliott Norris and Matt Taylor. With the influencer-forward method, Denny’s desires to highlight variety whereas tapping into its heritage as a 24/7 diner model.
Dive Insight:
Denny’s is making an attempt to clean up its picture by an more and more frequent tactic within the quick-service restaurant (QSR) class. Rather than focus solely on product innovation, the model has enlisted the help of TikTok stars to plan and promote new limited-time choices, layering in a bigger influencer advertising element.
“Open for Anything” hyperlinks Denny’s heritage of being open 24/7 to making a welcoming environment for customers of diverse backgrounds. The concept is to cater to loyal clients whereas additionally bringing a brand new era into the fold. The technique previews how Denny’s advertising may look totally different because it builds out a platform that features future menu collaborations with the remaining 18 TikTok influencers and a 30-second hero spot showcasing the range of individuals who take pleasure in consuming on the chain, from evening owls and other people on dates to households sharing a meal.
Along with the emphasis on social media expertise, the QSR is making its Social Stars Influenced Menu out there by a refurbished cellular app — one other signal Denny’s is pushing to modernize its operations in recognition of shifting eating habits. Mobile and on-line ordering have seen wider adoption underneath the pandemic and began to have an effect on substantial elements of the restaurant enterprise, together with retailer design.
Denny’s follows different eating places in turning to influencers to spruce up its menu and attraction to youthful cohorts like Gen Z. McDonald’s has seen a gross sales enhance from a Famous Orders platform that works with an array of celeb companions to market their most popular meals. Others, like Chipotle and Burger King, have adopted an identical route. Denny’s is aiming to make its pitch extra distinctive by introducing fully new dishes versus remixing ones that had been already on the menu.
“We did not need to simply work with this diverse group of social stars to ‘hack the menu,'” Denny’s Chief Brand Officer John Dillon stated in a press assertion. “Instead, we needed to take it to a brand new stage and faucet into their inventive personalities to create distinctly new menu objects which can be bursting with daring flavors.”
Though Denny’s 24/7 roots are front-and-center in “Open for Anything,” solely about half of its U.S. eating places are presently working all day, executives stated throughout a current name discussing fourth-quarter outcomes. The firm has been impacted by staffing shortages which have turn out to be frequent within the restaurant business through the pandemic, although its 24/7 shops have outperformed these open on a extra restricted foundation.
https://www.marketingdive.com/information/dennys-refreshes-247-heritage-with-help-of-diverse-tiktok-stars/619513/
