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Target Market For Denny's

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Denny’s restaurant is an extremely recognizable diner. Furthermore, the operation was opened in 1953, by Harold Butler and Richard Jezak, as a 24 hour a day 7 days a week donut shop named Danny’s Donuts (About Us – Denny’s, n.d.). It was renamed Denny’s in 1961, and today has 1,700 restaurants worldwide (About Us…, n.d.). I chose Denny’s as a struggling restaurant chain, since it was identified as the number one candidate for American restaurant chain in danger of going bankrupt (Which American Restaurant Chains Might Go Under, 2011). Additionally, the results were based on the company’s Z-score, which is “a formula that measures a company’s financial health through factors such as working capital, total assets, total liabilities, market capitalization, sales, retained earnings and earnings before interest and taxes” (Which American…, 2011). …show more content…

In my opinion, the trend of families eating away from home for most meals has led to a huge influx of new restaurant offering breakfast all day, which in turn caused sales to the 62 year old restaurant chain to decline. Indeed, families and senior citizens have many more dining options today than ever before.

A product’s life cycle has four stages, which are comprised of the introduction stage, the growth stage, the maturity stage, and the decline stage (Editorial Board, 2014, p. 212). Specifically, Denny’s is in the decline stage of the product life cycle in which strengthening the brand’s image and preserving customer loyalty are extremely significant to the success of the organization (Editorial Board, 2014, p. 212). To halt further decline of the brand, Denny’s should try attracting additional target markets to increase their customer base and

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The company’s vice president of marketing, John Dillon, expresses how Denny’s—which is known as “America’s Diner”—recognized an imperative in catering to America’s true cultural makeup. To build better engagement with the Hispanic population, Dillon says Denny’s saw a need to create targeted content as opposed to pushing general-market ideas. Here at MIC Food, we see this as a double, smart move—speaking to Hispanics in their native language and using social strategies to build a personal connection. Denny’s is likely relying on key data toward this end—for example, 68 percent of Hispanics use some kind of social network, compared to non-Hispanics, which figures only 58 percent. To parallel its online efforts to build community with Hispanics, Denny’s has also begun introducing simple Hispanic influences and infusions into the menu such as chorizo and chipotle.

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This strategy goes back to 1953 when Harold Butler was asked why he started Dennys. He answered by saying “because I love to feed people”. If you take a look at the target market at dennys its main demographic is an older crowd, however Denny's has been taking steps in ensuring the appeal to a younger group. Take the Denny's twitter for example, they are always coming up with witty tweets that appeal to social trends, in doing so they are flipping their target market from a restaurant you would take your grandparents to into a restaurant where you and your friends can go enjoy a meal. We will go in depth into their marketing strategy by using the 4 P’s.

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I believe that they do need a strong communication campaign. They need to show the public that new management is in-charge, they have a new corporate culture at Denny 's and that everyone is welcome and will receive equal treatment and service. They could achieve this by sponsoring or running restaurant specials during specific holidays, Hispanic History Month, Black History Month, and Breast Cancer Awareness Month and other such

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 Dunkin Donuts is facing more challenges in the business due to change in the taste and preference of the customers. There are more shifts in the consumer taste and preference towards health-conscious food that is affecting the entire existing business. Next, there is a decrease in the number of customers visiting the store exclusively for donut as there are more companies in the market to provide coffee and other beverages and other foods and donuts that are pulling the crowd. The next major issue is that Dunkin Donuts is generating more revenue from various beverages and shakes sell when compared to donuts indicating about declining

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