Denny's reinvents the American diner

This event report covers a presentation from Frances Allen, executive vice president, global brand strategy, and chief marketing officer for Denny's, the American fast casual restaurant chain.

Denny's reinvents the American diner

Geoffrey PrecourtWarc

"We have what most marketers would kill for," Frances Allen, executive vice president, global brand strategy, and chief marketing officer for Denny's Inc., announced to the audience at the ANA 2013 Brand Masters Conference in Palm Beach, Florida. "We have 97% awareness. We have 95% trial. And people feel very fond of our brand."

But step back just five or six years, Allen admitted, and you'll find a brand that was in "free fall". Between 2007 and 2008, Denny's same-store sales declined by 3.7%. In 2009, they dropped by another 4.8%. And...

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