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As economy tightens, Denny’s offers Endless Breakfast dealAs economy tightens, Denny’s offers Endless Breakfast deal

Promotion priced from $6.99 to $8.99 is aimed at inflation-buffeted customers, says John Dillon, family-dining concept’s chief brand officer

Ron Ruggless, Senior Editor

March 28, 2022

2 Min Read
Denny's 6.99 Endless Breakfast Credit Denny's Corp.
Denny's Corp. launches $6.99-$8.99 Endless Breakfast promotion.Denny's Corp.

Denny’s Corp. is pulling a value play out of its marketing quiver, with the family-dining brand on Monday launching Endless Breakfast aimed at inflation-battered consumers.

The Spartanburg, S.C.-based Denny’s, through June 21, is offering guests endless buttermilk pancakes, cheesy scrambled eggs and crispy hash browns starting at $6.99 to $8.99, depending on the market.

With rent, gasoline and the cost of supermarket staples on the rise, a company spokesperson said the Endless Breakfast is aimed at delivering value to the guests.

“We are very deliberate in making sure we understand what our guests are facing every day,” said John Dillon, Denny’s chief brand officer, in a phone interview Monday.

“With inflation as high as it is and gas prices skyrocketing,” Dillon said, “clearly consumers everywhere — inclusive of our guests — are facing a pinch on wallets.”

Dillon said the Endless Breakfast promotion, in the plans before the COVID pandemic was declared in March 2020, offers consumers more options.

“We've been holding it until the right time,” he said, “and we just we all looked at each other and we said you know what this is the right time to launch this promotion.”  It is priced at $6.99 in lower-wage markets and $8.99 in higher wage areas, such as California, executives noted.

Related:Denny’s taps TikTok creators for new menu items

Customers can upgrade and add two slices of bacon or sausage to the meal for an extra 99 cents.

Dillon said the value promotion fits into Denny’s barbell menu strategy.

“That’s the beauty of our menus,” he said, adding that prices range from $4-plus to the mid-teens. “We’re fully executing the barbell strategy.” Denny’s has premium-priced items like Jala-Bac Burger for the less price-sensitive guests, he noted.

Dillon added that the Endless Breakfast is priced in such a way, with add-ons extra, to allow restaurant operators “to maintain strong profit levels considering all the headwinds that our franchisees are facing.”

Denny’s marketing has also worked this year to “age down” the brand, appealing to a younger consumers in its “Open for Anything” campaign. The aim is to appeal to multiple generations.

In February, Denny’s collaborated with TikTok creators to create a dozen menu items

As of Dec. 29, Denny’s had 1,640 restaurants systemwide, with 153 of those in international markets.

Contact Ron Ruggless at [email protected]

Follow him on Twitter: @RonRuggless

Read more about:

Denny’s Corp.

About the Author

Ron Ruggless

Senior Editor, Nation’s Restaurant News / Restaurant Hospitality

Ron Ruggless serves as a senior editor for Informa Connect’s Nation’s Restaurant News (NRN.com) and Restaurant Hospitality (Restaurant-Hospitality.com) online and print platforms. He joined NRN in 1992 after working 10 years in various roles at the Dallas Times Herald newspaper, including restaurant critic, assistant business editor, food editor and lifestyle editor. He also edited several printings of the Zagat Dining Guide for Dallas-Fort Worth, and his articles and photographs have appeared in Food & Wine, Food Network and Self magazines. 

Ron Ruggless’ areas of expertise include foodservice mergers, acquisitions, operations, supply chain, research and development and marketing. 

Ron Ruggless is a frequent moderator and panelist at industry events ranging from the Multi-Unit Foodservice Operators (MUFSO) conference to RestaurantSpaces, the Council of Hospitality and Restaurant Trainers, the National Restaurant Association’s Marketing Executives Group, local restaurant associations and the Horeca Professional Expo in Madrid, Spain.

Ron Ruggless’ experience:

Regional and Senior Editor, Informa Connect’s Nation’s Restaurant News and Restaurant Hospitality (1992 to present)

Features Editor – Dallas Times Herald (1989-1991)

Restaurant Critic and Food Editor – Dallas Times Herald (1987-1988)

Editing Roles – Dallas Times Herald (1982-1987)

Editing Roles – Charlotte (N.C.) Observer (1980-1982)

Editing Roles – Omaha (Neb.) World-Herald (1978-1980)

Email: [email protected]

Social media:

Twitter@RonRuggless

LinkedIn: www.linkedin.com/in/ronruggless

Instagram: @RonRuggless

TikTok: @RonRuggless

 

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