Dennys for the second year in a row offered an unbelievable deal. During the Super Bowl, they offered a free breakfast on Tuesday February 9 from 6am til 2pm. They spent about $5 million on advertising which was for 3 30 second spots and brought in about $50 million across the country in purchases such as coffee, pop, and other side orders here and there which I think is amazing.
I think this was brilliant on Dennys part. Although Denny's is a struggling restaurant with competition such as IHOP to name one, this marketing strategy definitely paid off. Even tough this success will be temporary, they cleared $45 million in 8 hours time. This will keep them afloat to come up with other marketing strategies to once again possibly be a leading chain in dining. Don't get me wrong, I love Dennys, but I would definitely go to an IHOP for breakfast after work.
With a few changes in how their chain is ran Iwould definitely be a regular customer. There have been many times that I have gone where the service and/or the food was bad. With me working 3rd shift, I want to eat and run and leave a happy customer with the hopesof returning. I would also like to mention how AWESOME their onion rings are...YUM YUM.
Maybe if our class could contact Danny Beckett from Spearia to give Denny's' headquarters a call with some ideas,maybe there could be positive and permanent improvements. Although Danny being young speaking to a franchise older than he is might be challenging, but If I were Dennys I would be open to anything.
In conclusion I just want to say again how big of a success this was for Dennys and I believe there will be other good rewards from marketing in this chain. Of course, any advertising anyone does during the Super Bowl is going to be viewed by many more than any other event on tv so if anyone is willing to pay the higher fees for advertising during these 3 1/2 hours, I pray for their success. Advertising is a powerful tool!!!
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=122209
Saturday, February 13, 2010
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