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The Brand Manager
John Dillon has led a multifaceted effort to ensure Denny’s is relevant to Millennials and Gen Z. As chief marketing officer, Dillon has increased Denny’s social media presence and created advertising that speaks to younger consumers. Now the brand has launched Denny’s on Demand mobile ordering and payment, and formed partnerships with third-party delivery companies that further strengthen the brand’s relevance for young consumers and place it at the vanguard of family-dining delivery.
Known for: Revamping Denny’s brand positioning as “America’s Diner” — an inviting destination with something for everyone — using social media and humorous digital campaigns.
Power move: Denny’s launched Denny’s on Demand in May in partnership with e-commerce specialistOlo. It has driven off-premise sales gains of more than 1 percentage point, where off-premise sales currently represent 8 percent of total sales.
What’s next: Denny’s anticipates continued long-term growth in off-premise sales. Franchisees can also partner with Postmates, GrubHub, DoorDash and UberEats.
