Denny’s has been “America’s Diner” for more than 60 years, serving customers 24 hours a day, 7 days a week, and 365 days a year. As consumer behavior continues to shift thanks to mobile, the company knew it needed to rethink its digital advertising strategy if it wanted to improve its reach.
Using store visit measurement across channels, Denny’s discovered that performance after 8 p.m. was especially strong. It then used Google’s local ad formats to adjust its evening messaging and highlight late-night hours to drive more customers into its restaurant locations.
“You can have confidence, not only in serving the right message to the right consumer, but that digital marketing translates to in-store traffic,” said Luis Martinez, head of digital, media, and Hispanic marketing at Denny's. “Ultimately, it brings the customer to the table.”
Learn how the restaurant chain has shifted from traditional media to digital advertising, and how that's helped the brand uncover new customer insights and reach a new generation of diners.