We focused on innovation and quality, using artisan breads and a range of mouthwatering, premium ingredients to deliver crave-able, handcrafted melts that guests haven’t seen before. The Meltdown menu is loaded with offerings that are brand new to Denny’s and our customers. Streamlining the process at the restaurant level was a key consideration throughout the launch process. How did you focus on profitability for the individual locations?įor both concepts, we wanted to create brands that would excite customers and drive sales without posing any significant barriers for our franchisees. When we see an opportunity like the booming off-premise market, we act. Both concepts began testing in mid-September 2020.Īt Denny’s, our focus is innovating through a test-and-learn process without letting red tape get in the way. Because we had identified the opportunity for virtual brands early, we were able to move quickly and finalize menus, brand identities and logistics with our third-party delivery partners. We actually first developed the core concept of The Burger Den in 2019, but when COVID-19 hit, we moved quickly to adapt our strategy, reposition the launch and develop The Meltdown to launch simultaneously. What was the process of creating these brands? The Meltdown focuses on a core menu item for the Denny’s brand: “handcrafted melts with fresh ingredients,” said Miller.įood On Demand caught up with Dave Coltrin, Denny’s vice president of guest experience and marketing technology, who has deep experience in off-premises operations. Over half of our domestic locations have signed up to participate in a three-phase rollout.” Test results have been favorable and suggest the transactions from these tests are highly incremental. “This concept allows us to focus on one of our strengths, great burgers with new varieties using ingredients already in our pantry. “The first of these is called The Burger Den,” said Miller. CEO John Miller said in a recent earnings call and appearance at the ICR Conference that the brand was rolling out two concepts: The Burger Den and The Meltdown. Denny’s (Nasdaq: DENN) is on track to be a virtual restaurant leader as it rolls out two delivery-only concepts to almost its entire network of 1,700 restaurants across the country.
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