Denny’s: from roadside diner to digital

How has one of the most traditional of US brands transferred its ‘Always Open’ approach to online?

Denny’s 2012 annual report stated its main aim is “to revitalise Denny’s image with our America’s Diner positioning.”

Through menu, service and environment initiatives Denny’s has sought to truly own its ‘Always Open’ mantra, by driving more hungry Americans to its restaurants through various in-restaurant promotions.

Has this franchise-based business with its roots firmly in the 24 hour roadside diner boom of the 1950s, managed to embrace the ‘Always Open’ aspect of the digital world, in order to drive further traffic into restaurants and revitalise its image?