We printed the 'All Night Menu' onto Pillowcases, which were then sent out to universities. Students seemed to be the perfect target audience. They're up late at night, they hate having to cook and all of them would love some new bedding, especially if it's free. Where as ordinary menus tend to get lost, thrown away or pushed to the back of drawers, this one is always there. Just at the time when they might be considering a late night snack.

By printing the menu onto pillowcases it not only got across the message that Denny’s now has an ‘All Night Menu’ but it also got around the problem of menus being lost, thrown away or pushed to the back of drawers. This menu is always there, just at the time when they might be considering a late night snack.

Since the launch of Denny's 'All Night Menu' average unit sales have steadily increased. At Syracuse University, where the Pillowcase was first distributed, regional sales are up by as much as 11%, while the competition is trading flat. The Pillowcases really were an 'overnight' success and the talk of the campus.