Enhancing Value Perception: The Evolution of Denny's Menu Strategy
Explore how Denny’s revamped its menu offerings with Slams to elevate its value perception and drive customer engagement.
Photo by Lee B. Vining on Unsplash
Photo by Lee B. Vining on Unsplash
Transition to Slam Promotions
Denny’s, a prominent player in the restaurant industry, made a strategic shift in its value marketing approach by introducing Slam promotions. Slams are individual menu items that serve as full meal options, catering to customers seeking both value and satisfying dining experiences. This move marked a departure from the traditional $2-$4-$6-$8 value promotion strategy that the chain previously relied on.
Customer-Centric Adaptation
The decision to pivot towards Slam promotions stemmed from CEO Kelli Valade's observation that customers were leveraging the $2-$4-$6-$8 promotion by combining low-cost items and add-ons, potentially diluting its impact. This prompted Denny’s to reevaluate its value proposition and respond to evolving customer preferences by introducing innovative and compelling Slam offerings.
Photo by Lee B. Vining on Unsplash
Strategic Value Iteration
Valade emphasized the importance of being agile and responsive to customer needs while enhancing Denny’s value proposition. By iterating on existing promotions or devising new everyday value options, the chain aims to provide consistent value that customers can rely on, ensuring a balance between affordability and quality.
Success of Slam Strategy
The introduction of Slams at Denny’s resonated well with customers, leading to a significant increase in the popularity of these value-packed menu items. Notably, the brand's Super Slam surged to a record-high 10% incidence rate, contributing to an overall value incidence surpassing 20%. This success underscores the effectiveness of Denny’s strategic shift towards Slam promotions in driving customer engagement.
Photo by Lee B. Vining on Unsplash
Complementing Seasonal Offerings
To further enhance its value proposition and cater to diverse customer preferences, Denny’s integrated its fall Limited Time Offers (LTOs) like Pumpkin Pecan Pancakes, Bourbon Bacon Sirloin Steak, and Chocolate Cinnamon Milkshake with its ongoing Slam promotions. This strategic alignment allows the chain to provide a variety of value-driven options to its customer base.