World Renowned Dog Expert Cesar Millan Stars in Funny Or Die Video

Denny's Launches National Hispanic Marketing Campaign With 'Skillet Whisperer' Video

Spartanburg, SC  (RestaurantNews.com)  Denny’s, America’s iconic family diner, announced today the launch of its first national online marketing campaign targeting the Hispanic consumer. The Funny Or Die spoof video, titled “Skillet Whisperer,” features famed dog behavioralist and TV personality, Cesar Millan, Star of National Geographic WILD’s ‘Dog Whisperer with Cesar Millan,’ taming an unruly Denny’s Sizzlin’ Skillet. The video is produced in both Spanish and English to effectively reach a diverse audience.

The comedic “Skillet Whisperer” episode takes place in a Denny’s diner where Millan steps in to help an overwhelmed family who is confronted with an aggressive Western Skillet, from the new “Sizzlin’ Skillets” menu, and teaches the family how to display their dominance to calm the skillet so that it may be eaten and enjoyed in a respectful manner. The video is Millan’s first national restaurant brand partnership and was created to connect with Denny’s growing Hispanic customer base. Also starring in the Spanish version of the video is Millan’s son, Calvin Millan, who plays the son of the family.

“Skillet Whisperer” launches today in Spanish and English versions and is available online at Youtube.com and FunnyOrDie.com, respectively.  The branded content video is a further extension of Denny’s “America’s Diner is Always Open” platform, further engaging with the growing Hispanic demographic through a new platform beyond traditional advertising. The videos will also be accessible via Dennys.com, Facebook and other social media platforms.

“Denny’s enjoys strong relationships with our Hispanic guests, which make up the fastest growing demographic at our restaurants and in the U.S. overall,” commented Frances Allen, chief marketing officer of Denny’s Corporation.  “We have regularly introduced innovative new campaigns to engage with our target demographics, so we are truly excited to be launching our first video campaign produced in both English and Spanish, with the goal of making it as authentic as possible for our wide variety of guests.  We are very pleased to continue our relationship with Funny Or Die and to have the opportunity to be the first restaurant brand to partner with Cesar Millan, who did a fantastic job in the video.”

The online video is the first nationwide campaign developed by Denny’s new Hispanic advertising agency, Casanova Pendrill, which worked in partnership with Denny’s lead agency, Gotham.

“The Hispanic community continues to be vitally important to the Denny’s brand and we are excited to continue spreading its ‘always open’ message with the launch of our first campaign on behalf of the company,” explains Ingrid Otero-Smart, president and chief executive officer of Casanova Pendrill. “The partnership with Funny Or Die and Cesar Millan gives Denny’s the chance to speak to Hispanic consumers in a fresh, fun way, and we look forward to increasing engagement within this audience across all media platforms moving forward.”

About Denny’s

Denny’s (Nasdaq: DENN) is America’s Largest full-service family restaurant chain, serving classic American food and every day value 24 hours a day, 365 days a year. Based in Spartanburg, S.C., Denny’s currently operates 1,670 franchised, licensed, and Company-owned restaurants across the United States, Canada, Costa Rica, Mexico, Guam, Puerto Rico and New Zealand. For more information, including news releases, franchising opportunities and investor relations, visit www.dennys.com.

About Funny Or Die

Funny Or Die launched in April 2007 and has quickly become the top destination for comedy on the web. At the 2011 Webby Awards Funny Or Die won nine awards, including Best Humor Site. The site has over 12 million unique users per month, over 60 million video views per month, and has grown into a vertically integrated 21st century digital studio that produces high quality content over numerous platforms, operating a social media and marketing division with over 2.8 million Twitter followers, approximately 4 million Facebook fans, and devoted followers on numerous social networking and sharing sites.  Funny Or Die has become the “place to be seen” for comedic celebrities, and the obvious destination for a daily comedy fix. Funny Or Die’s founders are Gary Sanchez Productions (Will Ferrell, Adam McKay and Chris Henchy), Sequoia and CAA. Judd Apatow is also a principal partner in Funny Or Die.

About Casanova-Pendrill

Casanova Pendrill is one of the leading Hispanic integrated communications agencies in the U.S. Founded in 1984, the company is headquartered in Costa Mesa, CA with a full-service office in NY, and handles Hispanic advertising and integrated communications services for Fortune 500 clients like General Mills, Nestle, Kohl’s, U.S. Army, and the California Lottery, among others. Casanova has been affiliated with Interpublic Group of Companies since 1999.

About Gotham

A unit of the Interpublic Group of companies, Gotham Inc. is a full service advertising agency based in New York.  Its 160+ employees service the integrated communication needs of brands across multiple categories. Clients include: Best Western, Chobani, Denny’s, Fresh Direct, Lindt, Maybelline, Newman’s Own, and Yellowbook.   For more information, visit www.gothaminc.com.

Denny's Corporation Announces Annual Franchise Awards

Spartanburg, SC  (RestaurantNews.com)  Denny’s Corporation (NASDAQ: DENN), one of America’s largest full-service family restaurant chains, recently partnered with the Denny’s Franchise Association for its annual convention in San Diego, where corporate team members and members of the Denny’s franchise community came together to discuss the company’s brand strategy and growth plans as it looks ahead to 2012.

A highlight at the convention was the annual award ceremony where the following franchisees were recognized for their remarkable performance this year:

• Franchisee of the Year, Large Operator – Michael W. Manos of DenFran Systems, Inc. was named the Franchisee of the Year in the Large Operator category for franchisees operating 10 restaurants or more
• Franchisee of the Year, Small Category – Jerry D. Fouts of J&D Restaurants, Inc. was named Franchisee of the Year in the Small Operator category for franchisees operating nine restaurants or less
• President’s Guiding Principle Award – Bob Langford was awarded the President’s Guiding Principle Award by president and CEO, John Miller for his outstanding commitment to the Denny’s brand
• Franchise Business Leader of the Year – Steve Felson was named the Franchise Business Leader of the Year, a new award category this year
• Developer of the Year – Doug Koch and Robbie Qualls of QK, Inc. received the Developer of the Year award
• International Developer of the Year – Robert Gaglardi of Dencan Restaurants was named International Developer of the Year
• Denny’s also awarded its Guiding Principles Awards to the following five franchisees who demonstrate the core attributes of Denny’s on a daily basis:
  • The Guiding Principles Award for ‘Guests First’ was awarded to Nasir Farooqi
  • The Guiding Principles Award for ‘Embrace Openness’ was awarded to Dawn LaFreeda
  • The Guiding Principles Award for ‘Proud of Our Heritage’ was awarded to William G. Cox
  • The Guiding Principles Award for ‘Hungry to Win’ was awarded to Mohammad Saleem
  • The Guiding Principles Award for ‘The Power of We’ was awarded to Carl Ferland

“I was tremendously encouraged and inspired by the energy and passion for the Denny’s brand,” commented John Miller, president and chief executive officer of Denny’s Corporation. “We continue to execute upon our strategy of everyday affordability and limited time offers to pique our guests’ interest in the latest menu initiatives and we are driving brand awareness through our various marketing initiatives that are resonating with guests across all age groups. I would also like to extend my heartfelt appreciation to the entire Denny’s team for their dedication to the success of this great American brand and offer my congratulations to all of our 2011 award winners.”

Craig Barber, chairman of Denny’s Franchisee Association Board added, “This year’s convention celebrated the strong collaboration between the DFA, our franchise community and Denny’s brand leadership and the progress that we have made in growing the brand over the past year. This year’s theme, ‘Capturing the Wind in our Sales’ was very appropriate as we continue to gain momentum in driving traffic and guest loyalty. We look forward to further strengthening the brand’s connection with consumers as we head into 2012.”

About Denny’s Corporation

Denny’s is one of America’s largest full-service family restaurant chains, currently operating more than 1,670 franchised, licensed and company-owned restaurants across the United States, Canada, Costa Rica, Mexico, Honduras, Guam, Puerto Rico and New Zealand. For further information on Denny’s, including news releases, please visit the Denny’s website at http://www.dennys.com.

Denny’s (NASDAQ:DENN) will redefine the concept of traditional value menus on April 3, 2010 with the nationwide introduction of its new $2 $4 $6 $8 Value Menu. Denny’s first-ever, all day, every day value menu will provide consumers a variety of meal choices at affordable prices, featuring traditional favorites as well as new a la carte menu items for breakfast, lunch, dinner, dessert and late night. Denny’s 16-item value menu seeks to establish an alternative to fast food establishments by providing consumers a wide variety of everyday affordable menu items.

The national rollout is a result of a successful test in a limited number of markets across the country where the $2 $4 $6 $8 menu was introduced in late December. “We listened to our guests and have responded with the launch of a new menu with a new price structure that will excite them to come to Denny’s for a satisfying meal out at a great price,” stated Nelson Marchioli, CEO and President of Denny’s. “The new $2 $4 $6 $8 offering redefines the concept of traditional value menus, moving consumers beyond the idea that fast food is their only affordable option.”

While consumers have reduced their spending on dining out over the past year, recent data indicates that Americans have developed an increased appetite for eating out; more consumers plan to increase that portion of their budget in the coming months than those who plan to cut back.¹ With most consumers planning to put those dollars toward sit-down restaurants, Denny’s $2 $4 $6 $8 Value Menu will give consumers the budget-friendly options they crave any time of the day or night.

“The initial response to this menu has been very positive,” said John Dillon, Vice President Marketing, Denny’s Corporation. “With feedback directly from our guests, we’ve been able to create the only real 24-hour option to the typical fast food value menu. With $2 $4 $6 $8 our guests tell us they can now get an amazing variety of affordable meal options literally any time of day, without having to compromise on service or quality to do it.”

Denny’s $2 $4 $6 $8 Value Menu offers four items at each price point:

$ 2:

• Biscuit & Gravy with Hash Browns or an Egg
• Stack of Pancakes
• Cheese Fries
• Pancake Puppies Sundae

$ 4:

• Everyday Value Slam
• All You Can Eat Pancakes
• Three Cheese Melt with Soup or Garden Salad
• Buffalo Chicken Wraps with Crispy Tortilla Chips

$ 6:

• Southern Omelette with Hash Browns and choice of bread
• Endless Soup & Garden Salad
• Pulled BBQ Chicken Sandwich, Fries
• Classic Burger and Fries

$ 8:

• Grand Slam Slugger, coffee and juice
• Lemon Pepper Chicken, two sides, dinner bread and drink
• Asian Chicken Salad and drink
• Spicy Cowboy Chopped Steak, two sides, dinner bread and drink

A Tradition of Giving Back

For the past two years, Denny’s has fed 2 million Americans for free with its innovative Free Grand Slam^® offers. Continuing its Grand Slam^® kindness, Denny’s re-launched the Free Grand Slam^® birthday program offering each and every American another free meal on their birthday, at participating restaurants.

About Denny’s

Denny’s is one of America’s largest full-service family restaurant chains, with more than 1,500 locations. For more than 50 years, Denny’s has been serving up real breakfast 24/7. Home of the famous Grand Slam^® breakfasts, Denny’s provides a variety of flavorful food and beverage choices. For more information on Denny’s, please visit www.dennys.com.

Denny’s Corporation (Nasdaq:DENN) today announced that it has been selected as the full-service restaurant operator of choice for Pilot Travel Centers LLC (“Pilot”), one of the nation’s largest retail operators of travel centers catering to the professional driver and traveling motorist in 41 states with over 300 retail interstate properties. Pilot is in the process of merging with Flying J Travel Centers (“Flying J”), subject to final approval by the Federal Trade Commission (FTC).

Up to 140 Flying J Travel Centers across North America could have their full-service restaurants converted to Denny’s. Denny’s expects to begin the Flying J conversions in the second quarter of 2010 and to have a majority of the conversions completed by year end. On an annualized basis these conversions are expected to add an estimated 7% to 8% to Denny’s system-wide sales. Denny’s franchisees will convert and operate most of the Flying J locations with the Company planning to convert and operate approximately fifteen of the restaurants. As previously communicated the capital outlay is expected to be approximately $525,000 per conversion. The parties expect existing employees will generally remain in place.

Pilot and Denny’s have identified 50 existing and proposed Pilot Travel Centers as potential Denny’s locations. These new travel centers and conversion opportunities will occur over the next several years as Pilot resumes its normal development pipeline.

Commenting on the potential venture, Nelson Marchioli, CEO of Denny’s said: “This is a meaningful opportunity for Denny’s to expand the Denny’s brand and provide further development options for our franchisees. Based on the success of our seven existing Pilot locations and four Flying J conversions, we expect this agreement will truly add long-term value for the Company, its shareholders and franchisees. We value the relationship we have developed with Pilot, and we have demonstrated that Denny’s enhances the experience for Pilot’s existing customers. The combination of our two brands is a natural fit and the performance of our initial locations has exceeded expectations. Developing restaurants along our nation’s highways has always been an important part of Denny’s heritage, and this relationship represents the culmination of many years of work.”

Jimmy Haslam, CEO of Pilot, said: “We are very excited to grow our partnership with Denny’s restaurants. We believe that the success of the concept is proven based on the results of the conversions already completed and we look forward to rapidly expanding the conversions. By aligning our brands, our mutual focus on quality and our commitment to satisfying customers, we believe this will result in a great opportunity to better service the traveling public. We look forward to building on this relationship with Denny’s and their leadership team.”

About Pilot

Pilot Travel Centers LLC is one of the nation’s largest retail operators of Travel Centers, catering to the professional driver and traveling motorist in 41 states with over 300 retail interstate properties. The company is headquartered in Knoxville, Tennessee, employs 13,000 nation-wide and is held in a partnership between Pilot Corporation, wholly owned by the Haslam family, and Propeller Corporation, wholly owned by the funds advised by CVC Capital Partners, a leading global private equity firm.

About Denny’s

Denny’s is one of America’s largest full-service family restaurant chains, consisting of 1,318 franchised and licensed units and 233 company-owned units, with operations in the United States, Canada, Costa Rica, Guam, Mexico, New Zealand and Puerto Rico. For further information on Denny’s, including news releases, links to SEC filings and other financial information, please visit the Denny’s investor relations website.

Nelson Marchioli, Denny’s CEO, Comments on Denny’s Free Grand Slam Giveaway:

“Once again our Free Grand Slam giveaway was a great day for Americans and a great day for Denny’s. We welcomed millions of Americans into our restaurants and served them our signature Grand Slam breakfast. We received an outpouring of the most genuine and heartwarming comments from our guests, servers and managers. We hope to continue to connect with our guests with real affordable offers all year long so they can fall in love with Denny’s again.”

Fast Facts on Denny’s Free Grand Slam giveaway:

• Denny’s served approximately 2 million Grand Slams across the U.S. Some restaurants served more than 200 breakfasts an hour, however, this increase from last year was offset by bad weather across the country.
• There were approximately 49 million hits on Denny’s website since the Super Bowl giveaway was announced; almost 24 million hits since Sunday’s Super Bowl commercials.
• Average wait time for Grand Slams was approximately fifteen to thirty minutes.
• Tables were turned approximately every fifteen minutes.
• Denny’s was a top ten trending topic on Twitter for Grand Slam Day and during the fourth quarter of the Super Bowl.
• Close to 300,000 have already registered for the new Denny’s Rewards program. The first 500,000 people who sign up will receive a Free Burger and Fries. Register online at www.dennys.com through February 14.

Denny’s is one of America’s largest full-service family restaurant chains, with more than 1,500 locations. For more than 50 years, Denny’s has been serving up real breakfast 24/7. Home of the famous Grand Slam® breakfasts, Denny’s provides a variety of flavorful food and beverage choices.

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Americans were pleasantly surprised last year when Denny’s, home of the original real breakfast, announced during the Super Bowl that it was offering a Free Original Grand Slam for one day at its restaurants nationwide. After pioneering the way for giveaways and feeding 2 million grateful Americans who took advantage of the offer, Denny’s is doing it again…plus more! Denny’s first engaging and humorous Super Bowl third quarter commercial is one of three and will announce a Free Original Grand Slam offer that will take place on Tuesday, February 9th from 6 a.m. through 2 p.m. at participating restaurants.

In the first thirty second Super Bowl ad, which is part of a new campaign created by Goodby, Silverstein & Partners, Denny’s introduces a brand advocate who invites viewers to enjoy a Free Original Grand Slam while warning chickens to get out of town because “it’s going to be a tough week for egg layers.” We see chickens sitting in a sports bar, shopping in an electronics store and watching television in a living room express tremendous shock as they hear the news, knowing they are going to have a busy work week ahead. Denny’s “Chicken Warning” ad continues the tradition of using humor to communicate to millions of Super Bowl viewers. The chicken theme continues into the fourth quarter with a thirty second spot highlighting the Free Original Grand Slam offer on Tuesday, February 9th and a fifteen second ad prior to the two minute warning, re-launching Denny’s Free Original Grand Slam Birthday offer.

“We are leveraging the power of Super Bowl once again to connect with our customers to keep Denny’s in their hearts and minds by communicating our Original Grand Slam offer,” said Nelson Marchioli, CEO and President of Denny’s. “We know that times are still tough and a free hot breakfast helps a lot of folks and their families… we heard from thousands last year who thanked us. This year Denny’s will even go beyond just one day of free meals by offering a number of everyday affordable programs all year.”

From online and in store sweepstakes to birthday offers and endless fries and pancakes, Denny’s continues to give back all year long.

• Grand Slam For a Year – It’s more than just a Free Original Grand Slam on February 9th. Anyone can register February 1st through February 14th, 2010 online at www.dennys.com or in store to win one FREE Original Grand Slam every week for one year. There will be 52 winners announced, one each week. Winners will be posted each week on dennys.com.
• Free Burger and Fries – From February 1st through 14th, the first 500,000 people who sign up for the new Denny’s Rewards program online will receive a FREE burger and fries available March 1st through March 7th, 2010.
• Endless Pancakes and Fries – Denny’s will provide free refills to any order of French fries or pancakes at participating locations nationwide. In addition to the Free Original Grand Slam giveaway and the sweepstakes, Denny’s is distinguishing itself from its competitors with a limited time generous offer starting February 10th that takes refills beyond beverages and gives more everyday value to customers.
• Denny’s Birthday Original Grand Slam – The Party’s back at Denny’s. Consumers are invited to celebrate birthdays with a Free Original Grand Slam meal at participating restaurants. The Original Grand Slam offer is free for the birthday guy or gal dining in and who shows proof that it’s their birthday. The Denny’s birthday offer continues Original Grand Slam kindness…there are more than 300-million Americans who celebrate birthdays.

Denny’s integrated Super Bowl campaign also includes print ads in USA Today, an extensive social media program that extends the life of the characters from the Super Bowl spot into exclusive webisodes that will be featured on Denny’s Facebook and Twitter, digital media and a radio tour.

Denny’s is America’s largest full-service family restaurant chain, with more than 1,500 locations. For more than 50 years, Denny’s has been serving up real breakfast 24/7. Home of the famous Grand Slam breakfasts, Denny’s provides a variety of flavorful food and beverage choices. For more information on Denny’s, please visit www.dennys.com.

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