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Denny's Gets Into Music With Feed-a-Band Marketing Strategy

3 Minute Ad Age, Oct. 15, 2008

Produced by Hoag Levins
Published: October 15, 2008

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Denny's Senior VP for Brand Innovation Mark Chmiel explains the new strategy.
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NEW YORK (AdAge.com) -- Denny's, the family restaurant chain best known for its round-the-clock breakfast menu, is moving into musical branded entertainment. And for starters it's simply feeding cash-strapped musicians on tour -- offering them a month of free meals at any Denny's. It's also inviting some of them into its kitchens to be chefs for a day, with the best of their culinary creations being added to its late-night "Rockstar Menu." And the new DennysAllNighter.com website offers users sample songs, the ability to vote for the best new bands and other musical connections.
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