SPARTANBURG, S.C. – In a move that could tread on convenience store territory, Denny's has added four new menu items and an additional four new value items—resembling c-store or fast-feeder fare—for late-night eaters, all served only from 10 p.m. to 5 a.m. The new menu kicks off a broader effort by Denny's to open its doors to those eager to keep the night going with a sitdown meal. In addition, Denny's will play up its history as a post-gig destination among emerging bands and update the late-night vibe in its restaurants with new uniforms and music.
"There's a night [image-nocss] owl side to Denny's," said Nelson Marchioli, CEO and president for Denny's. "We have a 55-year heritage of being open 24/7, and we're sharpening our focus on the late-night crowd so we further stand apart from the 'other guys' who shut their doors and only push food through a window late at night."
Denny's based the development of its new late-night menu on feedback from focus group and taste test studies with consumers ages 18 to 24. The Denny's All Nighter menu includes:
Potachos: Freshly fried and seasoned kettle chips topped with crumbled sausage, bacon, bell pepper and onion mix, cheese sauce and shredded Cheddar cheese. Sweet Ride Nachos: Freshly fried flour tortilla chips tossed in cinnamon sugar, then topped with strawberry topping, raspberry sauce, seasonal fruit, hot fudge, caramel, white chocolate chips and whipped cream. Smokin' Q Four Pack: Four mini burgers topped with sweet & tangy BBQ sauce, crispy onion rings, Cheddar cheese and bacon. Served with a double portion of onion rings. Cheesy Four Pack: Four mini burgers with American cheese, ketchup, mustard, grilled onions and pickle chips. Served with a double portion of onion rings.Value menu items, starting at $3.99, include a BBQ bacon burger; crispy chicken sandwich; chicken strip and mozzarella sticks combo; and nacho cheese fries.
"Late night has always been part of the Denny's DNA," said Mark Chmiel, chief marketing and innovation officer for Denny's. "There's an underground, almost funky kind of cool associated with our brand. To play to that, we've teamed up with some terrific, up-and-coming bands in out-of-the-box ways."
To further expand its late-night menu, Denny's has asked groups including Taking Back Sunday, Plain White T's, Eagles of Death Metal and The All-American Rejects to help the chain dream up new dishes for rollout later this summer.
Denny's will also help feed emerging bands currently on tour through its new "Adopt-A-Band" program, available at Denny's new online music hub, www.dennysallnighter.com. Bands can enter to become a Denny's Adopted Band through the site, and then mobilize their fan base to vote them into a selection of bands that will receive free meals and promotional support from Denny's. Inaugural adopted bands include EndeverafteR, Forever The Sickest Kids, Foxy Shazam, Saving Abel, Switches and Take The Crown.
Additionally, Denny's servers will swap their traditional uniforms for jeans and black "Get Your Crave On" t-shirts. Restaurants will play alternative rock music from 11 p.m. to 5 a.m.
A TV and online advertising campaign showcasing the new late-night look launched on May 26.
Spartanburg, S.C.-based Denny's has more than 1,500 locations nationwide.
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