As if the Super Bowl wasn't enough, Denny's stepped up to the plate and smacked one right out of the park...or was it through the uprights?! Through their :30 second advertising spot during the Super Bowl, Denny's promoted their free Grand Slam breakfast at all US restaurants from 6AM till 2PM on the Tuesday following super Sunday.
Great idea? You bet. During this economy? Brilliant.
Sure, Super Bowl ads are ultra expensive, but when you consider the nearly immediate call to action that Denny's promoted, the pay-off was sure to follow. And that's what happened. People came, a lot of them waited patiently in long lines, they ate, were satisfied...and then what? Well, the real ROI for Denny's is the bet that these people will come back and become loyal patrons to the restaurant.
That's one of the keys to this campaign. Denny's advertising message was put in front of millions of people - mass communication. But, they hit a hot button with the viewing audience - free. Who can beat that these days? A free meal, sure. More than that, they drew people into their restaurants - perhaps some for the first time. Once they came, Denny's had to deliver. Service had to be spot-on. The food quality had to be tops. The customer experience had to be superb.
Well, based on the reviews, it looks like the free Grand Slam was a winner. When Denny's statistically measures their spike in meals served over the coming weeks, they should see increased revenues. The key will be keeping these customers and converting them into loyal patrons. Otherwise, they risk the short-term enjoyment of a sharp revenue increase that could easily drop back down to previous levels.
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