How To Wisely Invest $5 Mil.

Promotions are often, but not always, based on a free giveaway offer. If it’s a sweepstakes, there’s glitz in the offer itself, but the prize is terribly remote (only a handful of winners). Price promotions, on the other hand, are hard to beat, especially when they strike a cultural nerve and are backed by a Super Bowl media buy.
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According to Ad Age, Spartanburg, SC-based Denny’s is caught in the same slump as the rest of the casual dining industry. Denny’s strategy is to revive the sit-down breakfast. And the restaurant made significant progress in the past few days.
Denny’s Grand Slam meal consists of two pancakes, two eggs, two sausage links and two pieces of bacon. Yesterday, from 6:00 am to 2:00 pm, over 2 million Americans enjoyed said meal for free. That’s creating good will. I’m confident many of these customers will return to Denny’s.
Denny’s CEO Nelson Marchioli said, “This free offer is our way of reacquainting America with Denny’s real breakfast and with the Denny’s brand. You don’t know the real Denny’s unless you’ve been in our restaurants in the last several years, experiencing the quality of our new menu items and our service first-hand.”

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About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.