Denny’s is targeting the Baby Boomer generation in a deal with the American Association of Retired Persons, or AARP, that will offer members of the association a series of promotions at the family-dining chain, including price discounts.
Denny’s said Tuesday that the first promotion will consist of a 20-percent discount on an entire table’s check when an AARP member presents his or her membership card between the hours of 4 p.m. and 10 p.m. daily. Additionally, AARP members can purchase cups of coffee for $1 each throughout the day.
The partnership with AARP is a multiyear agreement that, according to John Dillon, Denny’s vice president of marketing, is expected to increase traffic and frequency of visits to Denny’s restaurants by customers ages 50 and older. The 1,500-unit Denny’s, operated by Spartanburg-based Denny’s Corp., has been struggling to gain sales traction for some time.
“Quite frankly, this is a great opportunity for us,” Dillon said. “This demographic is growing very rapidly, so clearly it is a benefit to our brand. By partnering with AARP, we will not only be able to increase the frequency of visitation for millions of [the association’s] members, but also [gain access] to its membership base.”
Dillon also noted that by partnering with AARP, Denny’s can streamline its advertising to specifically reach out to the 50-plus-year-old demographic. He added that research has shown AARP members to be loyal to brands that specifically cater to that group and its needs.
“What we’ve seen from members is that there is a significant likelihood they will embrace a brand that shows it will reach out to them, that they are important,” he said. “That’s why we think this is a win-win partnership.”
Dillon said Denny’s would continue to target the younger demographic it has been courting over the last year with such additions as its late night day part and restaurant design changes.
“What this [new partnership] does is enable us to be targeted,” he said. “We can target the late night crowd and the 50-plus demographic [separately] as opposed to going on air with a commercial that speaks broadly to both at the same time … In this new era of marketing, we’re trying to appeal to the younger crowd, families with kids and older consumers, too.”
Contact Elissa Elan at [email protected].
