Denny’s is Selling out of Dom Perignon?!

FacebookLinkedInTwitter

New York’s first Denny’s opened last month, and the menu features a $300 breakfast that includes a bottle of Dom Perignon. Unthinkable for a chain that bills itself as a “value brand”? Not in lower Manhattan – within a week the restaurant had gone through a case of bubbly.

Is this the beginning of a new direction for “America’ Diner”? Will you be served caviar with your next order of Moons Over My Hammy? Will we need to decide between “resort casual” or “festive” attire for our next visit?

No, no and no.

Denny’s “Grand Cru Slam” is not a strategic move. It’s a publicity stunt dreamed up by the Manhattan franchise operator, and it’s a good one. It gets Denny’s in the press and, together with the craft cocktail menu, it plays well to the denizens of Wall Street and local hipsters hungry for a bit of American kitsch.

The broader chain and its other 1,699 restaurants, however, remain focused on promoting $2-$8 value menus and on unpretentious remodels of their oldest locations.

But the champagne breakfast is an interesting case for marketers nonetheless. It shows how, in the right place and at the right time, a brand can make an unexpected move that generates publicity without confusing its stakeholders. A $300 Denny’s breakfast in Detroit would likely have been a PR disaster. But in NY it creates a buzz that gives the entire brand a bit of lift. It’s driven at least a dozen $300 sales for franchise owner Rahul Marwa. And with a bottle of Dom selling for $240 at local liquor stores, it’s actually a pretty darn good deal for diners.

Now It’s Your Turn
FacebookLinkedInTwitter
Culture, Trends
Looking Back in Time: the 1920s vs. the 2020s

The end of a decade inevitably elicits a thoughtful analysis of the previous 10 years. What were the defining cultural phenomena of the decade? What inventions have helped us evolve? How should we view ourselves as a society now? While every decade has its remarkable facets, some decades are characterized by more noteworthy milestones, breakthroughs […]

Learn More
Technology Brands
Smart Cities Evolutions – Smart City Expo World Congress Barcelona

Each year at the end-of-November governments and private organizations at the vanguard of the smart cities movement convene at the Smart Cities Expo World Congress in Barcelona. For three days last week nearly 25,000 attendees from 143 countries explored innovations not only in the IoT, AI and 5G technologies underpinning smart cities, but also the […]

Learn More
Technology Brands
Mobile World Congress LA 2019: Full-Throttle 5G, But Huawei a No Show

Mobile World Congress Los Angeles just wrapped up a jam-packed week. It’s always a whirlwind of activity at MWC, with a full slate of client meetings, presentations, product launches, exciting companies coming up the ranks and the general feeling that we have a front-row seat to what’s new and next in tech innovation. Newly-christened this […]

Learn More
Corporate Culture
Remote Working as a Cultural Phenomenon

Remote working is now an established cultural phenomenon. From a societal and organizational point of view, a successful remote working policy must be a cultural imperative at an organization, with an intentionality behind it that strives to mitigate factors that weaken remote-worker success, such as poor communication, a sense of detachment from the organization, inadequate […]

Learn More

Ready to talk about how your brand and culture can do more for your business?

Let's talk
Let's talk