Denny’s flips the marketing textbook to find its purpose

Denny’s, the quick-service restaurant chain, has successfully reinvigorated its brand in the face of various headwinds.

Denny’s had a simple, but serious, problem: It was so dull that people simply forgot to include it in their consideration set.

“Let me take you back to 2009,” John Dillon, svp/CMO at the 65-year-old Lakewood, California-based quick-service...