How Denny's became the diner for multicultural America

This event report covers how Denny's, the quick-service restaurant chain, has adapted its brand strategy to address a wider range of consumers.

How Denny's became the diner for multicultural America

Geoffrey PrecourtWarc

Any number of American marketers have been required to play catch-up in catering to multicultural audiences. But few have needed to climb out of a hole as deep as the one Denny's – the quick-service restaurant chain – dug for itself some two decades ago.

A number of incidents in the 1990s – one involving black US Secret Service agents, another focused on six Asian-American students from Syracuse University – were brought into the public eye in 1994, when Denny's settled a $54.4-million class-action lawsuit filed by thousands of...

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