Sassy and smart – it is the way of the Internet and Denny’s knows it! This brand is a perfect example of how to create amazing content whether on social media or advertisements bringing in people from a wide demographic. We’ve all seen at least some part of their successful ad campaigns throughout the years, but how did they become so successful again?
4 Ways Denny’s Just Makes Their Content Irresistible…Mmm, Breakfast Anyone?
Let’s take an insider look at Denny’s and their incredible approach to content marketing & overall copywriting, making them the champion of breakfast food!
1. Denny’s Began Reinventing its Brand. Before we get to the different things that make Denny’s remarkably successful with copywriting, let’s focus on what made them get to that point. Denny’s used to be an incredible place for family and friends to eat at, complete with that fun diner flare. However, it eventually lost its spunk and began going downhill. This is the point in a business’s life that can either mean it will disappear forever or the owners can come out fighting and be stronger than ever. This is just what Denny’s did.
A few years ago, the eatery began with a Super Bowl ad offering free breakfast for everyone in America and included a value menu to spark more interest. However, the business knew it couldn’t stop there. In 2011, Frances Allen, the chief brand officer, realized that the brand needed more emotion and spunk to get going. It was around this time that the restaurant started reinventing its brand and became what we all know now. They said “so long” to irrelevance and are now a powerhouse and inspiration for copywriting and content marketing.
This shows just how important it is to reinvent your brand. Yes, you like it the way it is, but if it isn’t working, then you need to start making changes. If you are hesitant, just look at Denny’s; it is now wildly successful and everyone wants to go there at some point. Don’t hesitate to reinvent your brand if it isn’t working right now. Changes here and there can really impact your business in positive ways!
2. They Have a Sassy Social Media Approach. When you think of a restaurant that sells breakfast food, you don’t see how it can really have a great social media approach. However, Denny’s proves this wrong with a hilarious, sassy approach to social media. They have a wide variety of posts they send out from hilarious one-liners to emoticon filled stories. They also started a hashtag #poorjack to tell the story of a robotic car named Jack that drove itself to a specific location. The restaurant’s social media pointed out that the car drove past so many Denny’s on the way but was deprived of enjoying delicious breakfast food.
Poor Jack Image:
a car named jack drove itself to CES but how many denny’s did he pass on the way, unable to enjoy, his happiness denied? #poorjack
— Denny’s (@DennysDiner) January 5, 2015
They utilize multiple social media channels, and always hark on current pop culture trends that are likely to resonate with audiences more. You can check them out at Facebook, YouTube, Tumblr, and Twitter. Denny’s is a great example of how fun, relevant social media usage can boost your engagement, and reach a wider audience. Relevant content is a great way to make sure you create a great place for engagement for your audience. This can be on social media, but also in your blogs. Who can forget the ever-relevant Hobbit menu from Denny’s? Relevancy and fun are great when creating unique content that is sure to help engage your audience.
thanks to reports of a new walkman we’ve had to rush out our Waffman project. not even sure what it does yet, smh. pic.twitter.com/WdVqY0Ftgr
— Denny’s (@DennysDiner) January 6, 2015
3. Utilizing a Web Series to Reach Young Adults. Denny’s also knows the audience that is going to help make them more successful – young adults. College-age individuals are more likely to frequent this establishment because of affordable prices, good food, and it is usually open at perfect times for the college-age crowd. Because of this, Denny’s undertook a campaign to reach out to this demographic. You can easily see this with their social media campaign, but they also did a whole web series for young adults. The series features an alumnus of Saturday Night Live interviewing different celebrities as they sit down to enjoy a meal together. It is a great chance for witty one-liners and things that will resonate with a young adult crowd.
This is a great example of reaching out to various demographics. Denny’s can obviously resonate easily with older crowds, especially appealing to those who enjoy diners, but they realized young adults were being widely missed. Take a look at your demographics and see if you are missing any group that could find your company interesting and helpful. You might be surprised at how limited your scope is, so take a chance a broaden it.
4. Denny’s Reaches Out to More than Just English Speakers. Denny’s also knows that they need to reach out to wider audiences that aren’t just English speakers. The restaurant created a Latino Facebook page for their Spanish-speaking costumers. They interact with them and reach out to a demographic that can easily be overlooked in marketing. Spanish is the most popular non-English language spoken in the United States, which makes it wise to create Spanish ads and social media campaigns.
This goes hand-in-hand with Denny’s reaching out to young adults. They saw a demographic that was being overlooked and changed their campaign to reach it. Again, take this to heart and see which demographics you might be missing and consider adding a Spanish (or different language) branch to your company, especially if you are based in America. This will help you reach a demographic that is looking for companies that are willing to speak to them in their language.
Turn Denny’s As Inspiration For Your Next Fab Copywriting Idea
Denny’s is a great example of how effective copywriting and content marketing can help turn a slowly declining business back into a massive success. Take a few of these great ideas and apply them to your business’s content marketing campaign and make things fun for your audience! Remember, you can always be professional while still adding a fun flair to your social media campaigns, web content, and blogs. Which of these ideas do you think will help inspire your business to do better?
Photo credit: eater.com