"America’s Diner" leverages its purpose

Denny’s, the quick-service restaurant chain, has looked to its purpose – “we love to feed people” – to guide its actions during the pandemic, says its chief brand officer.

How to activate purpose

John Dillon, who is also EVP at ‘America’s Diner’, outlined the following recommendations to The Drum:

• Anchor action in brand purpose: “We eliminated pain points for delivery. We encouraged family connection time with our family packs. We delivered groceries in communities.”
• Ideas can come from anywhere: “In no world should a good marketing idea only come from the marketing department. Your job as a marketer is to actually listen, to synthesize and prioritize the ideas that come up.”
• Move swiftly from idea to execution: “Don’t seek perfection, seek action. Make decisions quickly and then pivot and make adjustments along the way.”

Sourced from The Drum