Denny’s felt they needed to inject new life into their
promotions by finding new relationships with manufacturers
and retailers that complement their client base.
The Inspiration:
The team’s
database of contacts opened doors to five new partners within
a couple months, including Cendant Hotels for a “Sizzlin
Summer” promotion, tax preparation companies since
everyone eats and pays taxes, plus Hasbro for a kids toy
program to keep them occupied while waiting for their order.
The Results:
National and regional promotions were secured for the next
24 months.
The efforts have allowed Denny’s to “stretch”
their marketing funds and have little or no execution interference
at store level.
