This may be a weird thing to get affectionate about, but the thought of Denny’s raises warm feelings in my heart. Whenever my family traveled to my aunt’s house in Fresno, California, it was a given that we would stop in one of two Denny’s restaurants on the way: either the one in Newberry Springs (right next to the abandoned Rock-A-Hoola waterpark) or the one in Tehachapi (right next to a Chevron gas station). We ate at those Denny’s restaurants so often that now, whenever I eat at any Denny’s, I feel that same special thrill that I get whenever I’m traveling.
Now, there’s another reason to love Denny’s. Fortune magazine recently reported that Denny’s and DreamWorks Animation are joining forces for a huge marketing blitz. The said blitz will include apps, new menus, and new TV commercials. The new campaign focuses on getting a younger clientele into Denny’s, along with getting these same people to buy tickets to animated DreamWorks flicks.
This partnership is the brainchild of John Dillon, Denny’s chief marketing executive. Dillon’s tenure (so far) focused on bringing younger customers into Denny’s restaurants. So far, under Dillon’s leadership, Denny’s has released “remixed” Atari games and an animated web series. Now, with this team-up with DreamWorks Animation, Dillon is turning his attention specifically to millennials with kids.
According to MarketWatch, Denny’s will kick off its partnership with DreamWorks with the release of menus focused on Penguins of Madagascar, Turbo, and Puss in Boots, followed later in the year by menus focused on Mr. Peabody & Sherman, The Croods, How to Train Your Dragon, and Home.
Even more exciting, however, is the new DreamWorks COLOR app that Denny’s and DreamWorks have developed. The app works like this: users download the app (it’s free) and build digital structures with the materials provided. Then, users go to Denny’s and color the pictures that will be printed on the new Denny’s menus. After coloring, users can use the COLOR app to see the pictures in 3D, take selfies with the characters, and play with them in whatever digital structures they’ve built.
Denny’s will bring the news of these promotions to the widest audience possible with an upcoming 15-second TV spot featuring the DreamWorks Animation characters. Specifically, the commercial will advertise Kids Eat Free Tuesdays and the new menus.
Denny’s has been an American icon ever since 1953. Through its use of technology and through teaming up with companies like DreamWorks Animation, Denny’s seems like it’s headed in the right direction to keep it’s image as an icon strong. All this promotion can only be good for DreamWorks, as well; partnerships like this are just what the company needs to pull it out of the financial slump it’s fallen into. Ultimately, this move seems like a smart one for both companies!
What do you think? Do you like the new Denny’s/DreamWorks team-up? Why or why not?
Edited by: Hannah Wilkes
