Denny’s promotes healthful menu options
Two of its initiatives are its $2 $4 $6 $8 value meals and its Fit Fare program, which flags menu items that are low in fat and calories, high in protein or fiber, or a combination of the four.
Nation’s Restaurant News recently discussed Denny’s marketing strategies with vice president of marketing John Dillon and chief marketing officer Frances Allen.
What is Denny’s best selling Fit Fare menu item?
Dillon: The Fit Fare Slam, which is low in fat and calories and high in protein. It’s the Fit Fare version of our Grand Slam Breakfast.
We’re excited about the new meal calculator on our website and our mobile site, which we started promoting this week.
People have the choice of ordering a fried cheese melt or the original Grand Slam Breakfast, or some of our Fit Fare items, and they can calculate the nutrition in whatever they order.
What are the chain’s plans for new Fit Fare items?
Dillon: In mid-January we’re introducing a Fit Fare Veggie Skillet — made with seasoned red-skinned potatoes, fire-roasted peppers and onions, mushrooms and broccoli, topped with two egg whites scrambled with spinach and grape tomatoes, served with a side of salsa — and a chicken spinach salad, which has grilled seasoned sliced chicken breast on spinach and diced bacon with balsamic vinaigrette and dinner bread.
We’re also launching a new ad campaign to promote the fact that there’s something for everyone at Denny’s.
What is Denny’s process for developing new menu items?
Dillon: We start with consumer ideation, asking them what they’d like to see on our menus. Then we bring consumers in with chefs and put some food in front of them.
Next we do a quantitative study, surveying guests about how they like possible menu items. Finally, we test them in certain markets.