Traditional take-out wasn’t keeping up with increased family demands for convenience and to remain America’s Diner, Denny’s had to be available beyond the diner itself. A deeper look into social media conversations about our brand led to an interesting discovery that a tipping point may be occurring in consumer perception. Denny’s noticed that the majority of “I wish” conversations shifted from wishing there was a Denny’s closer, to wishing Denny’s delivered.

Additionally, Denny’s has always been the place where busy millennial families could go to get whatever they want, whenever they want. But the modern family wants to enjoy Denny’s wherever they want, and thus, Denny’s on Demand was born. With the launch of ‘Denny’s on Demand’, they could now enjoy their favorite Denny’s dish wherever they are.

‘Denny’s on Demand’ launched with national TV campaign which placed the iconic Denny’s booth in unexpected places (being dropped out of a C-130 via parachute, driving down the highway on a motorcycle, in a couple’s house, and in the backyard next to a pool).

Denny’s supported the TV campaign with a strong social media push, bringing the convenience and fun to America's feeds.

Additionally, Denny’s leveraged partnerships with Hulu and Jimmy Kimmel Live, two programs that indexed with Denny’s target audiences.

The Denny’s on Demand platform also tapped into the target audience’s desire to engage and order within social media platforms. Denny’s was one of the first brands to utilize a new online ordering functionality through Twitter, and fans of Denny’s were also able to engage and place an order with the diner directly, any time of day or night, via a branded Chatbot and other on-page options.

Through the initial launch, off-premise sales increased by nearly 11%--nearly twice the original objective--and downloads of the Denny’s app increased by 124%. In the first three months of the launch, there were over 358,000 orders placed which was over 3.5 times the objective.

Thanks to Denny’s on Demand, off-premise sales grew 210 basis points to 8.7% of total sales through December of 2017 with orders skewing towards the target 18 to 34 year old demographic. And on what has traditionally been the chain’s busiest day of the year, Denny’s set a company record for off-premise sales on Christmas Day, where the platform accounted for 12.8% of total sales.

During the launch, people searching for Denny’s branded terms increased 82%, rising from 7.9 million to 14.1 million, and sentiment analysis of @dennysdiner delivered a 7% positive lift and 25% negative decrease.