2019 | Denny’s | Fast-Casual Restaurant
Reporting inspires branded merch, generating 1.7M+ impressions
Background: Tasked with competitor research for Denny’s in Q4 2019, I developed a brand landscape analysis with insights and recommendations that identified opportunities and shaped creative strategies.
My role: Secondary research, competitor research, brand management
Opportunities Identified
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Give promotional offers a story that turns heads and makes headlines.
It’s not enough to offer competitive incentives. Let’s connect promotional traffic drivers to relevant real-time events that resonate with consumers and draw attention to Denny’s.
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Extend relationships with consumers by offering limited-edition branded merchandise for sale.
Leverage our loyal fan base by selling merchandise and turn our customers into walking billboards.
Implementation. Denny’s made pancake slippers fit for breakfast lovers stuck at home
Amid the pandemic, when people were spending more time at home, Denny’s created pancake slippers designed for breakfast lovers stuck indoors. They were given away on 4/20—undoubtedly one of the most couch-potato days of the year. Like many shoe drops, this was a limited run, with just 20 pairs of P3000 Loungers produced. One pair of slippers was sold on Grailed for charity, while the rest were given away on Twitter. Other branded merch included Nike Air Max 90 Bacon sneakers and egg hoodies.
Results
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1.7M+ Impressions
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134K Engagements in less than 24 hours
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AdAge feature
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$420 donated to No Kid Hungry