Denny's Ushers in a New Digital Age
Denny’s is diving into the off-premise pool. On Tuesday, the classic casual dining chain rolled out a new ordering platform that allows guests to place a mobile or online order for takeout or delivery. And unlike many competitors, Denny’s will offer the service 24/7.
Developed with digital ordering provider Olo, the platform includes a revamp of Denny’s mobile app, which now allows users to find a local restaurant, customize and place an order, and pay for takeout. In available markets, guests can also click for delivery via Olo’s Dispatch network.
“Denny’s has always been a place where America can come and get their favorite breakfast, lunch and dinner dishes, literally at any time of day or night,” says John Dillon, chief marketing officer for Denny’s, in a statement. “With ‘Denny’s on Demand,’ we’ve taken that same ‘always open’ philosophy that is synonymous with our brand and expanded it to easy-to-use technology, bringing access to our craveable diner fare straight to our guests’ fingertips.”
Denny’s digital push doesn’t end there. The chain is also launching “Denny’s on Demand” through its social media channels. Consumers can order through Twitter with Direct Message and on Facebook via branded Chatbot and other on-page options. There are also dedicated Snapchat filters to share “Denny’s on Demand” experiences.
“With the menu variety we naturally provide, America no longer has to compromise when it comes to getting the food they want, exactly when and where they want it. Whether it’s a Grand Slam for dinner, a Fit Slam for breakfast, all-new Pancakes at 3 a.m., one of our delicious burgers, or all of the above, the options are endless and now truly the world is your diner,” Dillon says in the release.
To accompany the service, Denny’s designed custom take-out packaging made with microwavable and sustainable materials, including recyclable plastics and paper, to ensure the food is delivered hot and fresh. Denny’s tweets are printed on the boxes to further engagement as well.
“We are proud to partner with Denny’s, a global brand that has been celebrated as America’s Diner for over 60 years,” says Noah Glass, founder and CEO of Olo, in a statement. “Denny’s is a forward thinking brand that has embraced technology, and with this launch takes service to the next level, offering the option to order and pay ahead for pickup at the restaurant, or to place a delivery order where available. This launch makes Denny’s one of the largest brands to tap into Olo’s Dispatch delivery network to bring convenience to its guests.”
Denny’s is coming off a first quarter Mark Wolfinger, chief financial officer and chief administrative officer, referred to as “volatile.” The more than 1,700-unit brand reported domestic system-wide same-store sales declines of 1.1 percent year-over-year, including a 1.6 percent fall at company restaurants and 1.1 percent at franchised stores.
“Denny’s on Demand” will apply to the diner’s every-day menu.
“The launch of ‘Denny’s on Demand’ is the result of our commitment to leveraging new technology to reach a wider audience and make it even more convenient for today’s virtually-connected guests to enjoy their favorite diner dishes. In the coming months, we will continue to enhance the Denny's experience for our guests, giving them even more ways to get exactly what they want from our menu, whenever—and now wherever—they want it,” Dillon says.