Case Study: Denny's All-Nighter

TARGET:
Male and female, 18 - 32.

GOAL:
• Bring customers back into Denny's late night, from 10:00 PM - 5:00 AM.
• Increase sales during late night hours.

PROGRAM:
• Integrate popular music to launch initiatives geared towards the target demographic.
• Rock Star Menu Items - artists created their own dish, which appeared on a series of Denny's Allnighter menus.
• Artists included: Katy Perry, All American Rejects, Rascal Flatts, Eagles of Death Metal and Plain White T's.

RESULTS:
• Increased sales during late night hours.
• Positive brand association among targeted demographic.
• Millions of impressions on participating artists websites and social networks.
• Unique and engaging content produced for DennysAllnighter.com
• Over 2 million website views.
• Plain White T's milkshake, the Plain White Shake, won the Best Limited-Time Offer award from Menu Masters 2009.

Case Study: Denny’s All-Nighter