Denny´s Hits a ´Grand Slam´ with Super Bowl Ad
Dennis Copson
February 04, 2009
Denny´s bought ads on Super Bowl Sunday costing several millions of dollars. However and most interestingly, their ad was different in that it wasn´t ´selling´ anything; Denny´s was, instead, giving something away free. Tuesday morning, the ad stated, anyone could come to Denny´s for a free original Grand Slam breakfast at all stores nationwide – more than 1500 of them. "America," other nationwide ads proclaimed, "You´re invited to enjoy a free Grand Slam!"
And enjoy they did according to eyewitness reports. My local radio station, xx1090 am, began taking calls at 6 am from customers at Denny´s restaurants from San Diego to San Luis Obispo. All reported big crowds and lines out the door. Some were so busy that Denny´s employees were offering rain checks to customers to come back another time to get their free breakfast.
This promotional attention-grabber, apparently the marketing idea of some unnamed genius, has brought awe-inspiring results. Yes, it was costly to feed countless numbers of hungry folk for free, but not all wanted the ´Grand Slam´ or brought others along who didn´t. The idea, according to company spokespersons, was twofold in nature: One, give something to people who are hurting in this time of our bad economy. (Who wouldn´t appreciate a free breakfast nowadays?) Second, to reintroduce folks to Denny´s who may not have been there in some time. It seems they have redone their menu and have some unique and varied food items not known to the country at large.
"The Grand Slam has always been a Denny's favorite," said Nelson Marchioli, CEO, Denny's, according to QSR magazine.com. "This free offer is our way of re-acquainting America with Denny's real breakfast and with the Denny's brand. You don't know the real Denny's unless you've been in our restaurants lately, experiencing the quality of our new menu items and our service first-hand."
The ´original grand slam´ breakfast, one of their best known and best selling menu items, consists of two eggs, two bacon slices, two sausage links, and two pancakes. The food chain offered this meal deal from 6 am to 2 pm nationwide. Denny´s planners estimated that upwards of two million people would respond to their effort. I think they may have underestimated their success.
That´s a lot of eggs to fry. It will be interesting to see the results when they are tallied as to how many dozen eggs, pounds of bacon and sausage, and the numbers of pancakes given away on this one day alone. You can bet this will be one of those trivia questions in the future.
With all the hoopla on radio and television, I decided I had to visit my local Denny´s just down the hill. I drove there in short order where I observed a crowd outside which I estimate at about 75 people. It was an enthusiastic, orderly, patient and happy gathering eagerly – and hungrily - waiting to be called to their seats. It was comprised of all ages, ethnicities, and nationalities. Both sexes were equally represented.
I spoke to a retired gentleman just leaving with his smiling wife. Ken stated he thought it was a smart move by Denny´s to do this sort of promotion rather than spend their money on advertising. Ken revealed that he was not a regular Denny´s customer, but he "probably will come back." He was impressed with the service and the ´Grand Slam´. Denny´s had hit their mark with Ken.
Inside the restaurant, there was a large crowd of happy ´Grand Slammers´. I spoke at length with a friendly Mark Carter who was there with his daughter, Tricia, and grandson, Brody. All had taken advantage of the free offering. Mark said that he was a regular diner at Denny´s as well as a ´Grand Slam´ fan as was his extended family. He related that he and the family had recently eaten ´Grand Slams´ at Denny´s Orlando restaurant while visiting Disney World. He was typical of most customers I observed – cheerful, enthusiastic, and pleased with the service. "Denny´s couldn´t have spent their ad money any better….smartest thing they could ever have done PR-wise." said Mark. Tricia observed that every one of the staff was so courteous, friendly, and happy. Customers, too. This seemed to be the consensus of all with whom I spoke.
I took a chance approaching a very busy Mr. Ebbie Karimi, manager of Denny´s store #8039 located at 2273 El Camino Real in Oceanside, California. Although preoccupied with cashing out satisfied customers, Mr. Karimi gave me a few minutes of his precious time. "Beautiful!" he exclaimed when asked how the event was going and his impression of the promotion. "I´ve worked for Denny´s for 27 years and this is the most beautiful thing Denny´s has ever done. I got here at 4 am - and it´s my day off!…I am very excited!" He stated that the customers were patient and in good spirits. The staff, also. "People are very generous as a rule." he exclaimed as he showed me a tip on a bill which was indeed generous. Mr. Karimi beamed at customers who were checking out, speaking in a cheerful manner with each as he gave them a discount coupon for a return visit. He politely asked everyone if they would like Denny´s 1 - 800 number to call about the day and the service at his store.
If the enthusiasm and exuberance of Ebbie Karimi and his staff are any indicators of the success of this Denny´s promotion, they have hit a grand slam, indeed. I will bet that this may become a Denny´s tradition at Super Bowl time every year.
Occasionally, and rarely, an American company does something so daring, generous, sincere, and unique as to startle us. Denny´s may have pulled off an advertising coup never before seen - one surely to increase goodwill, sales, and patronage for some time to come. Folks will have a good feeling about Denny´s as a company which has given something back and as a separate and distinct entity in our corporate morass of today – a factor seldom witnessed in our modern business world of Wall Street greed and corruption.
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