Denny's Launches New Late Night-Only Menu
New "Craveable" Items and New Value Items Served Exclusively From 10 p.m. – 5 a.m.; Leading Bands to Help Chain Create Additional Dishes for Summer Launch
SPARTANBURG, S.C.--(BUSINESS WIRE)--Denny's is helping hungry late-night eaters satisfy their cravings with four new boastful, craveable and "shareable" menu items, and an additional four new value items, all served exclusively from 10 p.m. to 5 a.m.
The new menu kicks off a broader effort by Denny's to open its doors to those eager to keep the night going with a sit-down meal. In addition, Denny's will play up its history as a post-gig destination among emerging bands and update the late-night vibe in its restaurants with new uniforms and music.
"There's a night owl side to Denny's," said Nelson Marchioli, CEO and president for Denny's. "We have a 55-year heritage of being open 24/7, and we're sharpening our focus on the late-night crowd so we further stand apart from the 'other guys' who shut their doors and only push food through a window late at night."
Denny's based the development of its new late-night menu on feedback from focus group and taste test studies with consumers ages 18 to 24. The Denny's All Nighter menu will feature four new dishes and four new value meals. New dishes include:
- Potachos – Freshly fried and seasoned kettle chips topped with crumbled sausage, bacon, bell pepper and onion mix, cheese sauce and shredded Cheddar cheese.
- Sweet Ride Nachos – Freshly fried flour tortilla chips tossed in cinnamon sugar, then topped with strawberry topping, raspberry sauce, seasonal fruit, hot fudge, caramel, white chocolate chips and whipped cream.
- Smokin' Q Four Pack –Four mini burgers topped with sweet & tangy BBQ sauce, crispy onion rings, Cheddar cheese and bacon. Served with a double portion of onion rings.
- Cheesy Four Pack – Four mini burgers with American cheese, ketchup, mustard, grilled onions and pickle chips. Served with a double portion of onion rings.
Value menu items, starting at $3.99, include a sweet & tangy BBQ bacon burger; crispy chicken sandwich; chicken strip and mozzarella sticks combo; and nacho cheese fries.
New Cooks in the Kitchen
"Late night has always been part of the Denny's DNA," said Mark Chmiel, chief marketing and innovation officer for Denny's. "There's an underground, almost funky kind of cool associated with our brand. To play to that, we've teamed up with some terrific, up-and-coming bands in out-of-the-box ways."
To further expand its late-night menu, Denny's has asked groups including Taking Back Sunday, Plain White T's, Eagles of Death Metal and The All-American Rejects to help the chain dream up new dishes for rollout later this summer.
Denny's will also help feed emerging bands currently on tour through its new "Adopt-A-Band" program, available at Denny's new online music hub, www.dennysallnighter.com. Bands can enter to become a Denny's Adopted Band through the site, and then mobilize their fan base to vote them into a selection of bands that will receive free meals and promotional support from Denny's. Inaugural adopted bands include EndeverafteR, Forever The Sickest Kids, Foxy Shazam, Saving Abel, Switches and Take The Crown.
Additionally, Denny's servers will swap their traditional uniforms for jeans and black "Get Your Crave On" t-shirts. Restaurants will play alternative rock music from 11 p.m. to 5 a.m.
A TV and online advertising campaign showcasing the new late-night look launched on May 26.
Denny's is America's largest full-service family restaurant chain, with more than 1,500 locations. For more than 50 years, Denny's has been serving up real breakfast 24/7. Home of the famous Grand Slam® breakfasts, Denny's provides a variety of flavorful food and beverage choices. For more information on Denny's, please visit www.dennys.com.