Posted by: Burt Helm on February 03, 2009
Denny’s hit, ahem, a grand slam with its Super Bowl promotion. On Sunday during its Super Bowl ad, Denny’s announced that it would serve a free “Grand Slam” breakfast (eggs, pancakes, sausage, and bacon) to anyone who wanted one this morning. So how did it go? A rep for the company just told me that two million people walked through the restaurant chains’ doors today, and that each Denny’s restaurant served an average of 130 Grand Slams per hour . Earlier today, “denny s locations” was #9 on Google Trends, which tracks fast-rising searches.
Ad Age sent four reporters out to brave the lines today. Once they got seated, it sounds like they were pleasantly surprised by the experience.
The ad that started it all:
Ahead of the Super Bowl, Denny’s Chief Marketing and Innovation Officer Mark Chmiel told me the idea was to get people to come in and re-evaluate Denny’s. “A lot of people have forgotten what Denny’s is, or they think they know, while we’ve come out with a whole lot of new products. We felt like we needed to jump start the brand.” Sounds like Chmiel and company knocked it out of the park today. We’ll see if it makes a dent in sales in the long run.
News, opinions, inflammatory meanderings and occasional ravings about the world of advertising, marketing and media. By marketing editor Burt Helm, Innovation Editor Helen Walters, and senior correspondent Michael Arndt.