A Risky Super Bowl Breakfast for Denny's Restaurant Chain

Geoffrey Precourt

The decision by mid-market fast-food chain Denny's to invest $5m in offering a free breakfast to the whole of America, publicised via a 30-second spot during the 2009 Superbowl, is covered in this paper by WARC Online U.S.

A Risky Super Bowl Breakfast for Denny's Restaurant Chain

Geoffrey PrecourtWARC Online

On the (fast) food chain, Denny's occupies a slot that's above McDonald's and Burger King, a touch or two ahead of the International House of Pancakes, but someplace just south of Appleby's and Cracker Barrel.

This 55-year-old brand is a high-volume, high table-turnover business with a family-style presentation that's traditionally had a niche in breakfasts supported by meal platforms that also include lunch, dinner, and night-time meals.

As a disposable expense, it's not just Denny's but any American eating establishment that has to work...

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