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Denny's to grow test of express concept

SPARTANBURG S.C. Looking to snag breakfast customers away from quick-service competitors, Denny's said it is expanding a test of its Fresh Express grab-and-go concept to several markets and adding drive-thrus to two franchised units, a company official said Thursday.

Denny's Fresh Express, a 200-square-foot, grab-and-go counter situated inside a traditional full-service unit, features hot and cold beverages and sandwiches for consumers on the go. Already in place in three units in Dallas, the Fresh Express concept is expected to be installed at six stores in various markets, Denny's said. Drive-thrus also will be added to two of the stores.

“We look at this as a way to really establish a takeout beachhead,” said Mark Chmiel, chief marketing officer for the 1,500-plus-unit chain. “The overarching theme of this is to take the family diner and make it more convenient, more on the go and give consumers more choice opportunity.”

Chmiel said Denny’s expects the express counters and drive-thru additions to increase sales between 15 percent and 20 percent.

The Fresh Express concept was developed to help Denny's compete more with fast-food restaurants by appealing to customers' need for speed and quality food items, Chmiel said. A number of other family-dining chains also are exploring various express options. Glendale, Calif.-based IHOP debuted an IHOP Cafe prototype in San Antonio late last year, and Wilbraham, Mass.-based Friendly Ice Cream Corp. is planning to open four fast-casual Friendly's Express stores in the Boston area and Providence, R.I.

Contact Elissa Elan at [email protected].

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