On Friday, Nation’s Restaurant News published an interview with Denny’s CEO John Dillon , who discussed the family-dining chain’s plans to adjust their branding to appeal to millennial consumers. The rebranding, stages of which are already being implemented throughout the system, includes store remodels and a new digital marketing strategy.
As part of the brand’s new marketing strategy, Denny’s has revealed a cross-promotional partnership with Lucasfilm surrounding the new Star Wars franchise entry, “Solo: A Star Wars Story.” The partnership includes collaboration with a number of other brands from a range of sectors, including Hulu, Pandora and Amazon.
“We’re really looking to up our game and appeal to a different generation of buyers,” said Dillon in the interview. “The beauty of a franchise like Star Wars, it appeals to people like me, so Gen X. It appeals to Baby Boomers, Gen Z and millennials. As a family diner, it made a ton of sense for us. [These partnerships] have started to age down the brand, which is one of our objectives.”
This story was originally published in 1851 Franchise on April 9, 2018. Burnaze summarizes and links to the original reporting.
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