denny's social media case study

Case Study: Denny’s flips its audience with a sassy social media strategy

If your image of Denny’s restaurants as a place to take grandma for the dinner buffet, think again. The restaurant chain is re-inventing itself, led by a sassy social media strategy.

My compliments to the chef at Denny’s : the iconic diner chain has embraced modern consumers with a newly invigorated social strategy, serving up a never-ending buffet of shareable, bacon-fueled content (with a heaping helping of pop culture zeitgeist).

Creating an experience worth sharing

Companies hoping to make a connection with their customers have long looked to social media as a quick way to connect and inform. The challenge: creating content and an experience worth sharing (and then showing a return on investment).

As Denny’s has proven through their use of  Twitter , Tumblr , YouTube , and other channels, breakfast can be a surprisingly compelling topic.

“One of the things we try and do in our diners is feed people what they want when they want it,” explains Kevin Purcer, Senior VP of Digital Strategy at Erwin Penland , leader of Denny’s social team. “It’s why we are open 24 hours and why we have such a large selection of customizable menu items.

“We really try and live that same ethos in social,” explains Purcer, “and feeding people what they want when they want it requires us to be in the conversation when it is happening.”

Denny’s Twitter feed reads like a reference guide of notable entertainment and industry events from recent months: characters from the Scandal season finale replaced by strips of bacon; Jack Bauer leaps a breakfast counter to fight Russian bad guys; and in a clever spoof of Apple’s acquisition of Beats by Dre, Denny’s reports “BREAKING: Denny’s Buys Beets for $3 Billion, Makes Huge Salad.”

BREAKING: Denny’s Buys Beets for $3 Billion, Makes Huge Salad — Denny’s (@DennysDiner) May 29, 2014

Instead of calls to action and campaign codes, Denny’s social content riffs on Lil Jon song lyrics, the World Cup, and asks people to “click the link below” by showing a picture of a sausage… link. (See what they did there?)

click the link below pic.twitter.com/RSrQBlb4Hl — Denny’s (@DennysDiner) July 29, 2014

Purcer states that Denny’s aims to “bring the experience of a diner booth to life online.” Whether you’re visiting the diner during the early breakfast hours or a late night run, sharing a fun experience with friends and family isn’t complete without some harmless fun and plucky references to the world around us.

Mashed potatoes and mash-ups

Denny’s Tumblr offers its audience a stream of eminently shareable pop culture riffs, mashed up – or “hashed up,” perhaps? – with bacon, sausage, hash browns, and the rest of the breakfast menu. Notable events like Shark Week and the San Diego Comic Con received the Denny’s treatment with animated GIFs aplenty, alongside topical references to Kickstarter, nursery rhymes, the Atari 2600, Doctor Who, and more.

But has this youthful and plucky presence brought in more diners, increased revenue, or impacted other metrics?

“We are working towards measuring the impact of our approach on sales, evaluating different methods of incorporating social into attribution modeling,” Purcer explains. “We try to understand how it is affecting the brand: does our social audience have a higher favorability, willingness to recommend, etc.?”

They may not have the mechanisms in place yet for measurement, but the organization believes in the inherent value of connecting with customers through social media and content marketing. “We believe at our core that social has the biggest ability to impact brand health as much as any other medium,” says Purcer.

Data does show that the bacon and humor infusion have had strong, positive results. Follower numbers on Twitter and Tumblr have doubled and tripled, respectively, in less than a year.

In addition to drawing new followers and interacting with customers by sharing user-generated content, Denny’s has also shared laughs with other brands in fun and friendly encounters. A recent Twitter exchange found the Denny’s gang arguing with NBC’s Parks and Rec team over which was greater: waffles or pancakes?

No doubt, Ron Swanson monitored this debate with great interest.

Hashteroids?

When Denny’s spoofed the Atari arcade classic Asteroids (with a ketchup bottle shooting hash browns, entitled “Hashteroids,” of course), perhaps they expected some retweets from the 40-somethings who still recall playing the game in person.

But as great brands do, Atari responded personally. Soon enough, a collaboration between the two brands ignited.

“That post inspired a full partnership with Atari in conjunction with our Greatest Hits Remixed menu module that launched this summer,” recalls Purcer. “We created merchandising, digital ads and even three real mobile game remixes of classic Atari titles – all with a Denny’s spin, of course.”

Social media history is littered with brands desperately trying to cater to younger audiences, either with awkward pop culture references, ill-conceived hashtags, or both. Misunderstanding the target audience is a classic mistake many companies will be happy to leave out of their #throwbackthursday posts.

But never has a brand been so deliciously devoted to its audience without constantly hammering followers with its officially trademarked product names, or scheduled Buffer posts reminding to consume and obey. The Denny’s approach is to share the same kind of content you’d share while you waited for your Grand Slam to arrive, or in between bites of some lovely, tasty bacon.

Stated simply by Purcer, Denny’s goal with its social channels is “to make people love us and make them hungry.”

Marketers are always looking for an angle to make content enticing, engaging, and irresistible. In Denny’s case, you can’t ask for a better secret weapon than bacon.

Except more bacon.

feeling down? have a bacon. *cradles you like a newborn while you eat a bacon* — Denny’s (@DennysDiner) April 17, 2014

Kerry O’Shea  Gorgone  is a writer, lawyer, speaker and educator. She’s also Instructional Design Manager, Enterprise Training, at  MarketingProfs . Kerry hosts the weekly  Marketing Smarts podcast . Find Kerry on  Google+  and  Twitter .

Image courtesy swong95765 via Flickr cc

Related Posts

The Marketing Companion Podcast

Why not tune into the world’s most entertaining marketing podcast!

View details

Let's plot a strategy together

Want to solve big marketing problems for a little bit of money? Sign up for an hour of Mark’s time and put your business on the fast-track.

Want a competitive advantage in marketing?

Subscribe to my {grow} newsletter for my weekly insights that will set you apart as an elite marketer.

• Success Stories

They Ask, You Answer Mastery

A coaching & training program that drives unmatched sales & marketing results.

Sales Performance Mastery

Improve the competencies and close rates of your sales organization.

Website Mastery

Web design, development & training for your team.

HubSpot Mastery

Everything you need to get the most from HubSpot.

AI Enablement Mastery

Unlock the power of AI in all aspects of your revenue operations.

More Services

• In-person Training
• Paid Search & Social
• Request a Speaker
• Join the Community

Learning Center

Free resources to help you improve the way you market, sell and grow your business.

• Podcast Episodes
• Tools & Assessments

Quick Links

• What is They Ask, You Answer
• Free Sales & Marketing Assessment
• Certifications
• The Endless Customers Podcast
• Meet the Team
• Certified Coaches

Register for IMPACT Live in Hartford CT, October 14-16!  Register for the one and only They Ask, You Answer conference before rates go up July 31! Save $200 now.

Register for IMPACT Live in Hartford CT, October 14-16!

By Ali Parmelee

Jan 17, 2018

Join 40,000+ sales and marketing pros who receive our weekly newsletter.

Get the most relevant, actionable digital sales and marketing insights you need to make smarter decisions faster... all in under five minutes.

Why Denny’s Social Strategy Continues to Be a Grand Slam

With so many brands today trying to define themselves and find ways to connect with customers—constantly switching things up to see what sticks—Denny’s has remained unwavering in its approach. And for good reason—it works.

When they reinvented themselves years ago and implemented an ingenious social media strategy, they understood it might take some time for people to catch on. Their strategy is worth noting, considering they’ve continued to stay relevant and buzzworthy.

Denny’s first partnered with award-winning advertising agency Erwin Penland back in 2007. One of their first hits was the cult classic 2009  superbowl ad "Nannerpus."   Another piece of the reinvigorated campaign included a breakfast themed  re-boot of Atari classics on their mobile app. But the campaign developed and championed by Penland's sister agency, Gotham, the “ Always Open ” webisodes with comedian David Koechner and celebrity guests (housed on both the Denny's website and wildly popular CollegeHumor.com ) is where the tides really began to turn. Think of it as the original “Comedians In Cars Getting Coffee” except always at a Denny’s, showcasing their craveable diner food being enjoyed over humorous and improvised conversations. It’s here you started to see the candid, non traditional and quirky new direction of Denny’s “America’s Diner” identity.

But the pair really found their stride in 2013.  Over the past few years, Denny’s successfully translated that same essence to social media. Through the power of social media they’ve been able to multiply their online audience, vastly improve top of mind awareness and create tangible sales growth. With accounts on Twitter, Facebook, Instagram and Tumblr, the breakfast joint shows other brands how it’s done online with a unique mix of humor, adaptability and a blatant disregard for conventionality.

When Forbes calls you the original social network and you’ve got fans creating their own Denny’s GIFS and fan art, you know you’re doing something more than right.

So, why exactly does their social media strategy work? Here are our top five reasons.

1. They’re funny.

And we don’t mean the kind of carefully scripted, barely humorous content that you grant a halfhearted chuckle as you quickly scroll past. We're talking choke-on-your-morning-coffee funny , the kind that makes you bury your laughter in your sleeve to keep from making a scene in the break room.

The content developed by the digital marketing team responsible for Denny’s social media success uses a range of tactics:

From clever

To laugh-out-loud hilarious 

To downright bizzarre

They’ve mastered the art of internet humor , and have a one-of-a-kind sense for just how offbeat they can get while still hitting the nail on the head.

2. They know their audience.

While their commercials are pretty tame and traditional, highlighting offers and specials, the Denny’s team recognizes that each social platform is home to different audience demographics and adapts the brand's online voice, style and content for each accordingly.

• Facebook:  Their presence seems almost conventional compared to other companies on the site. Denny’s regularly posts about events and promotions along with photos of different dishes they serve, catering to the site’s older audience and providing the type of information they’re most often looking for. 
• Instagram:  The account is filled mostly with highly polished images of menu items, falling in line with what the app's user base logs on to see.
• Twitter and Tumblr:  This is where Erwin Penland really shows off its unique, creative prowess. Both have much younger average audiences than either Facebook or Instagram, proving most popular among users in their teens and twenties.

Denny’s seized the opportunity to speak to their followers in their own language, taking full advantage of the latitude allowed by each platform's audiences and culture in a way the corporate world hadn't seen before. Through a colloquial tone, complete nonchalance and an utter willingness to dive down the rabbit hole at any given moment, Denny’s successfully shed the online persona of a for-profit business and took on that of an everyday person who might actually stop by a diner for a bite to eat.

3. They’re relevant.

In addition to being funny and adaptable from platform to platform, Denny’s is also exceptionally good at newsjacking —they know exactly how to capitalize on current events, the latest pop culture trends or breaking news stories to bring attention back to their own content. 

When Usain Bolt won the 100-meter dash at this summer’s Olympic Games in Rio, Denny’s tweeted this:

In the midst of all the tabloid buzz before the Oscars, they published this:

And when Apple unveiled the iPhone 7 recently, they promptly posted this: 

Through witty, well-timed social media updates , the brand injects itself into the news cycle and participates in the latest conversation, reminding their following that they’re both socially relevant and open for business.

“Your content should never stray too far from your brand's strategic #goals. Great example:  @ DennysDiner”   TWEET THIS

4. They stay on message.

The musings of the restaurant’s social media channels might seem like an aimless stream of consciousness, but each and every post ultimately comes back to one theme—breakfast food.

No matter how odd, ridiculous or genuinely bizarre their content becomes, each post never strays too far from the brand’s strategic goals—to make people want to eat and remind them where they can go to do just that. When they quickly parodied a big pop culture moment between feuding celebrities on Twitter, Denny's CMO John Dillion told the media, "The tweet importantly also tied back to our business. There has been a lot of talk about all-day breakfast, so this helped get our brand message out there, and was timely for our brand."

5. They’re unexpected.

The unprecedented success of the chain’s new and improved digital marketing strategy (with Denny’s showing steady annual growth ) can be at least partly attributed to how different their approach is compared to others in their landscape. After all, who really expected an otherwise unassuming 24-hour breakfast joint to be wittier, savvier and more entertaining than virtually any other brand online today?

So, what can you learn from Denny's? Speak to your target audience the way they want to be spoken to on the platforms they love and they'll keep coming back for more. Above all else, don't be afraid to mix it up and try something different when it comes to breathing new life into your brand. Take it from Erwin Pendland's former senior vp of digital strategy, Kevin Purcer, "Brands should do what works for them. Every category, and every brand, has a different set of challenges so there is no 'one size fits all.'”

Related Articles

Social media kpis: the 10 you really should be tracking and monitoring.

Organic Social Media Marketing: Grow Your Audience Without Ads

7 Best Social Media Management Tools

Social Media Strategy: How to Know Where Your Customers Are

Winning with YouTube Shorts: Mastering the Algorithm on the Front Lines

Why Short-Form Video Is a Vital Tool for Reaching Your Audience

Your b2b content strategy is going to need more social.

12 Ways You're Totally Blowing Your Business Social Media Strategy

Should Your Demand Gen Strategy Change in a Slumping Economy?

How to build an effective instagram video marketing strategy.

How Facebook's news feed algorithm works and prioritizes content

Data: Facebook is No. 1 in revenue value for publishers, Twitter is a bust

Best times to post on social media (new data), twitter fails to buy clubhouse, whose creators can now make money... so what, marketers, facebook analytics will be no more on june 30, 2021, twitter teases super follows, communities; undo send tweet still a rumor, linkedin adds new 'products' highlight tab on company pages.

54 jaw-dropping social media statistics for businesses [New for 2021]

Facebook video best practices: what you need to know to grow your video presence, 27 best digital marketing news sites, should you care about clubhouse, the new audio-based social media app, how to maximize lead generation via facebook posts and ads.

Working with IMPACT on paid media: What to expect

Instagram advertisers can create branded content ads on creators’ accounts.

The top 10 social media trends for brand survival in 2021 [Infographic]

Join the 40,000+ sales and marketing pros who receive our weekly insights, tips, and best practices.

Thanks, stay tuned for our upcoming edition..

• SUGGESTED TOPICS
• The Magazine
• Newsletters
• Managing Yourself
• Managing Teams
• Work-life Balance
• The Big Idea
• Data & Visuals
• Reading Lists
• Case Selections
• HBR Learning
• Topic Feeds
• Account Settings
• Email Preferences

Inside Denny’s Decades-Long DEI Journey

• John C. Miller,
• April Kelly-Drummond,
• Fasika Melaku-Peterson

In 1994, the company settled a discrimination lawsuit. Here’s how it has worked to change in the ensuing 27 years.

Denny’s committed to improving its diversity, equity and inclusion practices in 1994 after settling a discrimination lawsuit. Since then the organization has worked to improve in three areas: talent (by tackling bias in hiring, broadening its recruitment efforts, and building the promotion pipeline); supply chain (by seeking out minority-owned providers of goods and services); and continuous improvement (learning from outside partners’ expertise).  In the wake of a racial reckoning in the United States, other companies will need to get equally serious about their DEI efforts.

After the killings of George Floyd, Breonna Taylor, and Ahmaud Arbery in early 2020 and the resulting protests against systemic racism and demands for police and political reform, many corporations pledged to support diversity, equity and inclusion (DEI). According to research from Bloomberg , 87 companies made statements on racial justice after Floyd’s murder. Of these, nearly two-thirds pledged to change their hiring practices and half committed to improving diversity among managers and executives. Now corporate America must deliver on those promises.

• John C. Miller is the chief executive officer of Denny’s.
• April Kelly-Drummond  is the head of diversity, equality, inclusion and multicultural engagement at Denny’s.
• Fasika Melaku-Peterson  is the vice president of learning and development at Denny’s.

Partner Center

• Compilation Reels
• Case Studies
• Socially Responsible Ads

Denny's - "Denny's Case Study"

Gotham, inc. new york, united states.

• Brand: Denny's
• Country: United States
• Advertiser: DFO, LLC.

Related Ads

Croque mcdo.

The Story of Henry Roberts

Finding faith, sponsor the parents paris 2024, #iamaut - social media burnout affects us all.

• Deutschland
• Asia, Australia & New Zealand
• Europe, Middle East & Africa
• United States & Canada
• Latinoamérica

How Denny’s is serving a new generation of diners with digital advertising

Denny’s has been “America’s Diner” for more than 60 years, serving customers 24 hours a day, 7 days a week, and 365 days a year. As consumer behavior continues to shift thanks to mobile, the company knew it needed to rethink its digital advertising strategy if it wanted to improve its reach.

Using store visit measurement across channels, Denny’s discovered that performance after 8 p.m. was especially strong. It then used Google’s local ad formats to adjust its evening messaging and highlight late-night hours to drive more customers into its restaurant locations.

“You can have confidence, not only in serving the right message to the right consumer, but that digital marketing translates to in-store traffic,” said Luis Martinez, head of digital, media, and Hispanic marketing at Denny's. “Ultimately, it brings the customer to the table.”

Learn how the restaurant chain has shifted from traditional media to digital advertising , and how that's helped the brand uncover new customer insights and reach a new generation of diners.

Others are viewing

Marketers who view this are also viewing

How Overstock.com created a multipurpose video campaign

From passive to actionable: how to transform your video marketing, how panera uses digital to drive demand and remove friction, the future of commerce is here. are you ready, what is the future of brand storytelling, 5 keys to creating value with first-party data, jacqueline chein, others are viewing looking for something else, complete login.

To explore this content and receive communications from Google, please sign in with an existing Google account.

Pardon Our Interruption

As you were browsing something about your browser made us think you were a bot. There are a few reasons this might happen:

• You've disabled JavaScript in your web browser.
• You're a power user moving through this website with super-human speed.
• You've disabled cookies in your web browser.
• A third-party browser plugin, such as Ghostery or NoScript, is preventing JavaScript from running. Additional information is available in this support article .

To regain access, please make sure that cookies and JavaScript are enabled before reloading the page.

• Media Platform
• Programmatic Advertising
• Search and Social
• Self Serve DSP
• Analytics and Insights
• AI-Driven Data Science
• Case Studies
• Creative Services
• High Impact Ads
• Work Portfolio

Denny’s partnered with AUDIENCEX to put together a campaign targeted toward males aged 25-54 who showed interest in Denny’s and/or its competitors in the few months prior to the campaign launch.

Brand Awareness Lift

Above Industry Benchmarks

Impressions

Client : Denny’s

Vertical : Restaurant

Services : Programmatic Display, Search and Social

AUDIENCEX was tasked with growing brand awareness, and building general engagement for Denny’s, across its social channels and website. We drive in-target impressions among males 25-54, reaching dining consumers in a highly competitive market.

AUDIENCEX developed dynamic display and mobile ads that proved to be particularly eye-catching for the target demographic. During the 3-month flight, the display ads were accompanied by search ads on Google and social ads on Facebook, in order to create brand recognition across multiple platforms.

The campaign drove a 33% lift in brand awareness and consistently outperformed industry benchmarks by 60%.

Related Case Studies

Let's Work Together

Los Angeles Chicago New York

HELP & SUPPORT

CAPABILITIES

© 2024 Copyright AUDIENCEX – All Rights Reserved.

Los Angeles Dallas Denver Detroit Miami

Nashville New York Rochester San Francisco Seattle

HELP AND SUPPORT

AFFILIATIONS

© 2023 Copyright AUDIENCEX – All Rights Reserved.

Hey there, it looks like you disabled JavaScript on your browser, or that it doesn't support JavaScript. That's ok, just know that some things might not work without Javascript.

You are using an outdated browser. Upgrade your browser to keep yourself safe and improve your user experience.

Case Study: Denny's Social Media Strategy

Eager to learn how Denny's is doing in regards to social media marketing? Ambassify has created a report covering the unique aspect points and improvements for Denny's.

Continue reading to find out!

Introduction

Denny's Social Media Marketing Strategy:

Before: The Challenges of Social Media Marketing

Denny's is a renowned American restaurant chain that specializes in casual dining. Founded in 1953, the company currently operates in various countries including the United States, Canada, Mexico, and the United Arab Emirates. With its headquarters based in Spartanburg, South Carolina, Denny's aims to provide a comfortable and welcoming atmosphere for customers of all ages.

After: Denny's's Successful Social Media Strategy

Positive Aspects of Denny's Social Media Marketing:

Denny's has successfully embraced social media as a platform to engage with its target audience. The company focuses on creating a fun and relatable online presence that resonates with its customers. Denny's excels at utilizing humor and pop culture references in its social media content, making it highly shareable and enjoyable for users. This approach has helped Denny's maintain a strong following on platforms like Twitter and Instagram, where they have amassed a loyal fan base.

Learn how KBC - one of Belgium’s biggest banks - leveraged their employees to achieve stellar social media marketing results.

Learn how you can improve your social media marketing

Discover how your employees are the hidden gem you need to fully unlock your social media marketing. Fill in the form below to see how Ambassify will drastically improve your social media marketing. Are you ready?

• Do Not Sell My Personal Info

•  ⋅ 
• X (Formerly Twitter)

Pancake Wars: What IHOP Can Learn from Dennys’ Social Media Success

Here’s a look at what IHOP is doing on social media and how they could improve, coupled with how and why Denny’s is rocking their social presence.

Social media marketing to millennials can be a tricky feat. There’s lingo to be learned, creativity to be nurtured, plus strategy to be planned and executed.

However, even when embracing these elements, things can go wrong. Terribly wrong. International House of Pancakes (IHOP) has been in the news recently for their off-color attempt at humor on social media, particularly on Twitter.

It’s not clear whether they have an intern working behind-the-scenes or if they deliberately are trying to be controversial (if they are, it is working).

But, in comparing their presence with their fast-casual, pancake-wielding counterpart, Denny’s, they are falling short(stack).

While both IHOP and Denny’s seem to be aiming at the millennial audience on social media, they are approaching the process in different manners.

With this in mind, here’s a look at what IHOP is doing currently and how they could improve, coupled with how and why Denny’s is taking the (pan)cake in terms of their social presence.

Here’s a sample of IHOP’s tweets:

DEEZ are NUTS pic.twitter.com/eqfq1gFm01 — IHOP (@IHOP) October 9, 2015

but why is everyone jockin us? breakfast all day since the day we were born #Flex — IHOP (@IHOP) October 6, 2015

It is clear IHOP is trying to use hip language and appeal to a younger audience. The issue here is that there is no real context, so the comments can be interpreted as strange or off-putting.

Taking it a step further, some of their tweets go as far as conveying sexual undertones:

The only sidepiece worth writing home about pic.twitter.com/yIAx0Gs3eV — IHOP (@IHOP) September 4, 2015

Pancakes, you look good, won't you back that stack up. — IHOP (@IHOP) October 7, 2014

Awkward, right?

Eventually, IHOP said their tweets had been “dumb and immature” and do not reflect what IHOP stands for. Nevertheless, the tweets were never removed. Although they’ve shifted to be less risqué, it’s clear they’re still trying to go for a lighter tone and embrace pop culture, but they still have a way to go in doing it effectively.

In transitioning to Denny’s social presence, there’s a lot of which to take note. Not only is Denny’s active on traditional channels like Facebook and Twitter, but they also have a Tumblr blog that’s hilarious.

Similar to IHOP, Denny’s is going for a fun vibe. The reason they succeed is they take images, current events, and jokes, and apply them directly to their brand. Their blog is rife with puns , too.

Even though most of Denny’s posts are silly, there is context behind them. Plus, they’re all presented in a manner that is easily interpreted and appealing. This content doesn’t run the risk of being offensive.

This fall, Pumpkin and Pie are back in: PIE FOR A PIE. A story of trust, crust, & revenge à la mode. [this film has not yet been written] — Denny's (@DennysDiner) October 17, 2015

They also incorporate the aura of constantly making fun of themselves, which people tend to enjoy. Not only does this humanize the brand, it makes people laugh. IHOP, contrarily, mostly comes across like they’re trying to be funny, but aren’t quite reaching the finish line.

Denny’s also succeeds in having their online personality resonate during conversations with fans. An Imgur  gallery was created highlighting some of these wins.

Denny’s is well poised to be one of the companies setting the bar when it comes to marketing to millennials.

Taco Bell is known is be a leader in this area , but with Denny’s personality and creativity, they’re not far behind.

What do you like most about Denny’s social media presence and what are some other ways you think IHOP could improve?

Featured Image: Dream79 / Shutterstock.com

Debbie is a marketing communications specialist that has worked in digital marketing, content development, and social media for over 10 ...

Subscribe To Our Newsletter.

Conquer your day with daily search marketing news.

2020 Virtual Commencement Celebration: A CASE STUDY

MRS developed and managed a virtual celebration event to recognize Denny’s 2019 Hungry for Education scholarship winners and 2020 high school and college graduates.

In 2020, COVID-19 wreaked havoc on everyone. The pandemic claimed the lives of more than 100,000 people shuttering the economy, forcing millions into unemployment, and prematurely closing school systems from coast to coast. Many in-person graduation ceremonies were canceled and millions of high school and college graduates were deprived the opportunity to celebrate their end-of-year scholastic achievements — including 61 Denny’s Hungry for EducationTM (HFE) scholarship winners and nearly 500 2020 graduates who applied for the 2019 HFE scholarship program.

The absence of graduation ceremonies created a great sense of loss for the students and their families. Denny’s wanted to honor and celebrate their scholarship winners and seniors to reinforce its commitment to supporting and uplifting minority communities while sticking close to the core brand message of bringing communities together.

The Solution: MRS developed the concept for a pre-recorded digital event that built on Denny’s existing DEI strategy. The Denny’s 2020 HFE Virtual Commencement Celebration was designed to celebrate the accomplishments of senior 2019 HFE scholarship applicants and winners while also building brand awareness and driving restaurant traffic through the Denny’s on Demand mobile app.

MRS planned and managed the event from concept to execution. This included developing a top line messaging strategy, creating a unified message that was shared with other agencies, partners, and Denny’s executives. This also included copywriting and creative development for various digital marketing elements, contracting talent, as well as executive production and final editing. The replay of the event is currently hosted on dennyshungryforeducation.com and on Denny’s YouTube channel – as well as below.

Social Media Graphics Provided to Denny's Partners:

©2020 Marketing Resource Solutions, LLC All Rights Reserved.

Training Industry

Case study: how denny’s elevates career advancement with gain.

Denny’s has long been a beacon of opportunity in the restaurant industry, built on a foundation of passion for feeding people. With a remarkable 89% of our owners, multi-unit managers and field leaders having climbed the ranks from roles such as servers, cooks, bussers and managers, our brand epitomizes “the American dream” within the hospitality sector. This journey of growth and success stands as a testament to the life-changing experiences of many who have walked through Denny’s doors.

Today, Denny’s continues to thrive, 70 years on, fueled by a spirit of breakthroughs, real-world challenges, and a commitment to personal and professional development. Our initiatives, especially the GAIN program, underscore our dedication to empowering our team members , thereby reinforcing our status as an employer of choice. We are intentionally committed to ensuring that each program we offer is meticulously designed to support the whole individual, reinforcing our pledge to equitable and universal access to education, growth opportunities, and comprehensive well-being.

GAIN: Growth, Advancement and Inspiration for the Next Generation

GAIN, Denny’s latest initiative, is a pivotal program designed to unlock our team’s potential. It is built on four parts:

• GED offering: The GED high school equivalency process educates and encourages our people to prepare for and take the GED test.
• College credit for learning: We partner with colleges and universities to align Denny’s internal training with courses for academic credit and certificate programs. Currently, we are working with two universities and plan to add more.
• Life skills: GAIN adopts a whole-person approach to development, promoting essential life skills that impact diverse communities within and beyond our restaurants. Team members may earn certificates for completion.
• Career pathways: We are developing relationships with high schools to position Denny’s as an employer of choice within neighboring communities, bringing talent into the Denny’s family.

Prioritizing education can empower our teams to shape Denny’s future with innovative solutions and experiences for our guests. This dedication to nurturing education, confidence and success significantly enriches our employees’ lives, unlocking opportunities for growth and advancement that were once out of reach. More than merely boosting their skills and knowledge, this strategic investment lays the foundation for Denny’s future — a future where education is not just accessible but a fundamental pillar of our culture, propelling us toward a horizon of innovation and excellence.

“Programs like GAIN can open doors and provide access that may not have been available otherwise. GAIN essentially levels the playing field, offering a pathway to improvement for everyone, regardless of role or status,” says Clyde Rucker, a franchisee and member of the Denny’s Franchise Association Board of Directors.

The successful launch of our GAIN program is evident: Our GED program showcases 13 graduates and 113 active team members since enrollment began in August 2023. A survey of over 1,200 employees revealed that 91% would stay with Denny’s due to these types of programs, and 97% would recommend working at Denny’s because of partnerships like GEDWorks. These data points underscore the significant impact programs like these have on retention rates and highlight their role in attracting new talent. Such programs demonstrate the crucial link between access to education and Denny’s overall business success, influencing both employee retention and attraction, which are key factors in driving sales and profit growth.

“Reflecting on my time at Washington University, I found it enjoyable, but it was Denny’s training programs and workshops that shaped my career more,” shared Sam Wilensky, franchisee owner and chairman of the Denny’s Franchise Association Board of Directors. “Whether formal or informal, education that helps you grow and gain confidence is key. The GAIN initiative is invaluable, providing accessible ways to further education, especially for those with busy schedules.”

The Impact of GAIN on the Denny’s Brand

GAIN is more than a program; it’s a catalyst for change. It enables part-time employees to envision a future within Denny’s, growing to manage multimillion-dollar restaurants and driving our brand forward. This focus on learning and development (L&D) not only positions Denny’s as a top career choice but also addresses the challenges of engagement and retention in a competitive labor market.

Moreover, GAIN extends its benefits beyond the individual to uplift entire families and communities. By empowering our employees through education, we contribute to broader societal change, enhancing the quality of life and opportunities for underserved populations.

Financial and Cultural Benefits

Investing in our team members’ education can lead to significant financial returns through cost savings and increased profits. More engaged employees result in superior guest experiences, which in turn drive financial success. However, the impact of GAIN extends beyond dollars and cents; it fosters a culture of empowerment, inclusivity and belonging that benefits everyone associated with Denny’s.

Conclusion: Why We Invest in Our People

Denny’s dedication to the GAIN program reflects our overarching mission: to nourish not just the body but the mind and soul as well. Our goal goes beyond serving food; it’s about touching hearts and transforming lives with every meal, conversation and moment. This guiding philosophy forms the basis of our guest service and propels our drive for excellence at every corporate level.

Fostering our team members’ growth enables us to focus on creating an environment of inclusivity and belonging, safeguarding their well-being across all dimensions — physical, emotional, social, financial and professional. We are resolutely committed to ensuring that every individual at Denny’s has the opportunity to flourish, irrespective of their background. Investment in educational advancement is recognized as a powerful catalyst for positive change, impacting not just individuals but also families and entire communities. This commitment underscores our belief in the transformative power of education and development, solidifying Denny’s reputation as a top career choice and a nurturing space for all.

• #career advancement
• #career bootcamps
• #career pathways for employees
• #personalized professional development

Fasika Melaku

Fasika Melaku is senior vice president of human resources (HR) and CLO of Denny’s.

This topic is proudly sponsored by

Related Content

Innovative elearning solutions in health care, nanotronics unveils nspec es: a revolutionary educational tool empowering semiconductor research and training programs across the nation, a 5-step guide for using ai to create effective learning objectives.

Stay up to date on the latest articles, webinars and resources for learning and development.

Privacy Overview

What Denny’s Can Teach Us All About Social Media

Nearly  half the world’s population  now uses social media. That fact alone makes it a crucial element of any marketing strategy.

If you aren’t effectively engaging with your followers on social media, you’re missing out. Done right, it’s the perfect channel for building relationships with your audience, raising your brand profile, and making more money.

But despite the importance of social media platforms, it’s rare to see a brand getting it just right. Now and then, you’ll see a company that manages to nail its social media voice and engage with its users in the perfect way.

Denny’s is one of those companies. It might come as a surprise that a restaurant chain — not a slick tech startup or marketing firm — is the example we pick for social media dominance. But if you want a lesson in how to use Twitter (and other platforms) to significant effect, take a look at Denny’s.

What we can learn from Denny’s

Denny’s has  mastered the art  of connecting with their Twitter audience.

Twitter has  145 million  monetizable daily active users, making it the perfect channel to connect with your audience, build your brand, and grow your revenue if done right.

It’s also a mostly young audience —  38% of American Twitter users  are between 18 and 29. That means the approach needed for Twitter success is going to sound a little different from the one you’d use for Facebook or LinkedIn.

Denny’s have nailed that voice, effortlessly using a colloquial tone with light-hearted topics, jokes, and the liberal application of memes.

Ketchup packets are NOT candy. Ketchup packets are NOT candy. Ketchup packets are NOT candy. — Denny’s (@DennysDiner) October 9, 2020

It’s a technique that wouldn’t work on other platforms — Denny’s Facebook strategy, for example, is very different and appeals to an older and more conservative audience. But when it comes to Twitter, they’re killing it.

So how can you do the same? Simply imitating Denny’s won’t work — every audience is different and requires a tailored approach. Still, there are some rules to follow that can get you off to a good start.

How to build a social media voice that works

Know your audience.

By far, the most critical part of any social media strategy is getting to know your followers. The best way to do this is simply by talking to them and spending time in the same online spaces.

Ask questions, encourage discussion, carry out polls and surveys, engage with the comments on your blog posts, and try to understand your follower’s pain points, goals, and worries as much as possible. That will allow you to engage more effectively and create posts and content that resonate with them.

Know your platform

Every social media platform is different. Facebook, Twitter, Tumblr, Instagram — these all require a very distinct voice and approach.

Make sure you know the demographics using each platform and the style required to connect with them. For example, Twitter and Instagram tend to skew young, whereas Facebook and LinkedIn users are typically older and more conservative.

That is one place where Denny’s excels — creating Tweets geared towards a younger and more laid-back audience.

Provide real value

Denny’s likes to joke around on Twitter, but they also share valuable info. In their case, the humor is often value in itself — people want entertainment.

This kind of approach works well on Twitter, but on other platforms like LinkedIn, your audience will expect something more concrete and actionable. Not every post has to be pure information, but most should contain something your reader can take away and apply.

Inject personality into your voice

That is especially important on more casual, laid-back platforms like Twitter, but it also matters on LinkedIn. It’s essential to develop a distinctive, memorable voice that people will recognize before they even see your brand name.

That will make you stand out among other brands that use a more cautious, cookie-cutter approach to their posts. If possible, match your voice to the personality of your followers — this is yet another area where it helps to know your audience intimately.

Post with the right frequency

The right number of times to post per day varies quite a bit depending on the platform.  Studies show  that 15 Tweets per day is an excellent place to start, whereas with Facebook and LinkedIn, you might be best keeping it to just one or two.

Posting too often might annoy your audience members and cause them to unfollow you, but if you post too infrequently, they might forget about you. They’ll never really engage with your brand, defeating the primary purpose of social media marketing. 

Getting your brand voice and social media strategy right is a challenge and can take a lot of research and time. We can help you get there, as we have with countless other companies. To find out more,  get in touch .

This post was written by Louis Moran. 

Want more? Check out our podcast where we interview creatives from around the world, and dive into their stories.

Related Posts

7 ads that will inspire your marketing efforts, here is a scary statistic about mobile phones [infographic], cave’s five favorite books on business, prepare for success: 5 nightly rituals that increase productivity.

Popular Posts

How to optimize your instagram profile & posts in 2024, 5 powerful expressions for entrepreneurs to live by, how to embed and center an instagram post on your website, social media content ideas for august 2024, building the brand: the history of versace, social media content ideas for december.

Denny's Social Media Success Story

Developing a unique marketing strategy is a difficult task for any business. Many marketers fail to understand what a brand voice really is, have a fear of taking risks, or are incapable of identifying the DNA and meaning of their brand. As such, many businesses haven't been too successful in adopting a blunt and snarky personality. On the other hand,  Denny's , a popular American diner destination, has adopted a quirky social media voice yet hasn't failed to please and entertain the online masses. Denny's success story on social media has been one of the greatest examples of engaging content in the past few years.

So why have they been so successful? How have they been able to produce such real and engaging content?

We delve deep into the social media world of Denny's Diner to pinpoint the source of their outstanding success;

Entrepreneur  reporter Kate Taylor  reveals that the unique and “sometimes bizarre”  social media strategy on Twitter  has been enormously effective for Denny's. Since the implementation of their latest strategy in 2013, follower growth has increased by 150% with at least 1,800 engagements per post. In the last two years, Denny has obtained over 900 million Twitter impressions and 15 million engagements. Now, Denny’s boasts over 321, 000 Twitter followers.

According to their CMO, John Dillon, Denny's success story should be attributed to the recent decision to recruit creative staff with experience in film, writing, and other artistic fields. Team members have thus been able to ensure a sincere, topical, and amusing personality. Denny’s Twitter voice, albeit strange and sometimes indecipherable to those in their twenties, is a vital point of differentiation for the business. Millennial Twitter users can look forward to a frequent stream of posts by their welcoming, friendly, and chatty online diner pal.

Youtube has played a major role in Denny's success story on social media. Named after one of Denny’s signature breakfasts, Denny’s YouTube strategy takes a different angle in airing an animated mini-series called ‘The Grand Slams’. The 30-40 second videos feature ‘America’s favourite breakfast sweethearts’ Pancake, Sausage, Egg, and Bacon. The series follows the funny bunch on their adventures from the booth and beyond whilst making frequent references to pop culture and events.

The web series emerged after it was decided the company should extend brand conversations beyond the restaurant and into the social realm where consumers live and breathe.  Stoopid Buddy Stoodios assisted Denny’s  in achieving their social goals by helping create the series that not only humanises the brand but allows it to connect with online users in a relevant and original way. Not surprisingly, the results are nothing but positive; each episode receives around 100,000 views as well as a long stream of comments by laughing and smiling fans.

Denny's  Instagram account , like many of their other social media channels, embraces the concept of weird and bizarre. The silly and often outrageous account provides not one hint of corporate planning therefore resonating with younger audiences, particularly youthful millennials. One post joked about Denny's new "Spring 2017 fashion collection" featuring a woman in a unitard made entirely out of corn which subsequently received high levels of engagement and howls of laughter by engaged instafans.

Until only recently, the Instagram account didn’t carry as much weight as its other successful social media accounts. Now, only 257 Instagram posts later, Denny’s has ~58,600 followers obtaining at least 1,000 likes per post.

Taking calculated risks, and testing, monitoring, and revising marketing activities were the vital processes driving Denny's success story on social media. This has resulted in the revolutionising of a restaurant that better reflects the diner atmosphere and mentality. An established brand voice that is not removed from the products and services Denny's provides, has ensured interactive customers who receive the same message at every brand touchpoint. Denny's is now a social media thought leader, engaging with their customers and keeping up with their needs and wants in order to increase sales and maintain popularity. For more on how to become a social media success of your own,  contact Social Media College  today!

Daniele Tanner

Danni is passionate about helping businesses grow using social media. With 15+ years career in digital media, she co-founded SMC to address lifelong training needs. Honoured as a finalist for Business Awards' Businesswoman and Young Entrepreneur of the Year, she brings profound industry expertise.

Instagram 2024 Growth Checklist

Related posts.

Must-know Social Media Marketing Trends for 2024

Why you should use social media for marketing

Social Media Career Growth in 2022: What You Need to Know

Ready to accelerate your business with social media marketing .

• Certifications
• Masterclasses
• Live Workshops
• Success Stories
• Free Events
• Become an Affiliate
• Diploma of SMM

Copyright ©2024 Connected Colleges Pty Ltd Trading As Social Media College. All Rights Reserved.

We've detected unusual activity from your computer network

To continue, please click the box below to let us know you're not a robot.

Why did this happen?

Please make sure your browser supports JavaScript and cookies and that you are not blocking them from loading. For more information you can review our Terms of Service and Cookie Policy .

For inquiries related to this message please contact our support team and provide the reference ID below.

Advertisement

Chaos and Confusion: Tech Outage Causes Disruptions Worldwide

Airlines, hospitals and people’s computers were affected after CrowdStrike, a cybersecurity company, sent out a flawed software update.

• Share full article

By Adam Satariano Paul Mozur Kate Conger and Sheera Frenkel

• July 19, 2024

Airlines grounded flights. Operators of 911 lines could not respond to emergencies. Hospitals canceled surgeries. Retailers closed for the day. And the actions all traced back to a batch of bad computer code.

A flawed software update sent out by a little-known cybersecurity company caused chaos and disruption around the world on Friday. The company, CrowdStrike , based in Austin, Texas, makes software used by multinational corporations, government agencies and scores of other organizations to protect against hackers and online intruders.

But when CrowdStrike sent its update on Thursday to its customers that run Microsoft Windows software, computers began to crash.

The fallout, which was immediate and inescapable, highlighted the brittleness of global technology infrastructure. The world has become reliant on Microsoft and a handful of cybersecurity firms like CrowdStrike. So when a single flawed piece of software is released over the internet, it can almost instantly damage countless companies and organizations that depend on the technology as part of everyday business.

“This is a very, very uncomfortable illustration of the fragility of the world’s core internet infrastructure,” said Ciaran Martin, the former chief executive of Britain’s National Cyber Security Center and a professor at the Blavatnik School of Government at Oxford University.

A cyberattack did not cause the widespread outage, but the effects on Friday showed how devastating the damage can be when a main artery of the global technology system is disrupted. It raised broader questions about CrowdStrike’s testing processes and what repercussions such software firms should face when flaws in their code cause major disruptions.

How a Software Update Crashed Computers Around the World

Here’s a visual explanation for how a faulty software update crippled machines.

How the airline cancellations rippled around the world (and across time zones)

Share of canceled flights at 25 airports on Friday

50% of flights

Ai r po r t

Bengalu r u K empeg o wda

Dhaka Shahjalal

Minneapolis-Saint P aul

Stuttga r t

Melbou r ne

Be r lin B r anden b urg

London City

Amsterdam Schiphol

Chicago O'Hare

Raleigh−Durham

B r adl e y

Cha r lotte

Reagan National

Philadelphia

1:20 a.m. ET

CrowdStrike’s stock price so far this year

We are having trouble retrieving the article content.

Please enable JavaScript in your browser settings.

Thank you for your patience while we verify access. If you are in Reader mode please exit and  log into  your Times account, or  subscribe  for all of The Times.

Thank you for your patience while we verify access.

Already a subscriber?  Log in .

Want all of The Times?  Subscribe .