Industry News | April 1, 2010

Denny's Takes Aim at Quick Service

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Denny’s (NASDAQ: DENN) will redefine the concept of traditional value menus on April 3, with the nationwide introduction of its new $2 $4 $6 $8 Value Menu.

Denny’s first-ever, all day, every day value menu will provide consumers a variety of meal choices at affordable prices, featuring traditional favorites as well as new a la carte menu items for breakfast, lunch, dinner, dessert, and late night.

According to the company, the Denny’s 16-item value menu will establish an alternative to fast-food establishments by providing consumers a wide variety of everyday affordable menu items.

The national rollout is a result of a successful test in a limited number of markets across the country where the $2 $4 $6 $8 menu was introduced in late December.

“We listened to our guests and have responded with the launch of a new menu with a new price structure that will excite them to come to Denny’s for a satisfying meal out at a great price,” says Nelson Marchioli, CEO and President of Denny’s.

“The new $2 $4 $6 $8 offering redefines the concept of traditional value menus, moving consumers beyond the idea that fast food is their only affordable option.”

While consumers have reduced their spending on dining out over the past year, recent data indicates that Americans have developed an increased appetite for eating out; more consumers plan to increase that portion of their budget in the coming months than those who plan to cut back.

“The initial response to this menu has been very positive,” says John Dillon, Vice President Marketing, Denny’s Corporation.

“With feedback directly from our guests, we’ve been able to create the only real 24-hour option to the typical fast-food value menu. With $2 $4 $6 $8 our guests tell us they can now get an amazing variety of affordable meal options literally any time of day, without having to compromise on service or quality to do it.”

Denny’s $2 $4 $6 $8 Value Menu offers four items at each price point:

$ 2:

Biscuit & Gravy with Hash Browns or an Egg

Stack of Pancakes

Cheese Fries

Pancake Puppies Sundae

$ 4:

Everyday Value Slam

All You Can Eat Pancakes

Three Cheese Melt with Soup or Garden Salad

Buffalo Chicken Wraps with Crispy Tortilla Chips

$ 6:

Southern Omelette with Hash Browns and choice of bread

Endless Soup & Garden Salad

Pulled BBQ Chicken Sandwich and Fries

Classic Burger and Fries

$ 8:

Grand Slam Slugger, coffee, and juice

Lemon Pepper Chicken, two sides, dinner bread, and drink

Asian Chicken Salad and drink

Spicy Cowboy Chopped Steak, two sides, dinner bread, and drink

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