Denny's: Always Open
Gotham New York
Advertiser: Denny'sBrand: Denny'sCountry: USA
Objectives
For the past five decades, Denny's had built a successful business and brand by focusing on the needs of two core targets: Matures and Baby Boomers. Serving classic diner fare to these two groups was a model that couldn't lose…or so Denny's thought.
As 2011 approached, Denny's was faced with something it hadn't ever encountered before. Its entire category – mid-scale dining – was on the decline. Its loyal consumer base had started eating out less or trading down to fast casual restaurants.
As...