How Denny’s became ‘America’s Diner’ again through a decade of marketing efforts
By Sara Shaw • October 31, 2018
A decade ago, Denny’s made a point to change direction on its declining sales, and regain its position as ‘America’s Diner.’ It did so through smart marketing, even though it made some missteps along the way. After a successful Super Bowl ad in 2008, the chain dug deep and asked how to get the connection back again, where people could come in and feel comfortable again. In the feedback, “one word kept coming up, over and over again…they used the word ‘diner’,” said John Dillon, senior vice president and chief marketing officer at Denny’s. “By listening to our guests, we had found our very clear north star as America’s Diner.” Read more in the article below on how Denny’s listened to its guests, diversified its workforce and embraced its brand purpose to reach its eighth straight year of positive sales growth.