Grow Market Lead
call Denny’s Connect. We also leverage
email and cell phone communication
far more than landlines and extensions.
How do you manage costs and
budgets for the marketing department? Carefully and well.
Do you see vendors as business
partners? Why/why not? Yes. The
more they understand our strategies
and goals, the more likely they are to
help us find solutions and help get us
to where we need to be.
How have marketing strategies/
tools changed over the past decade?
How have you adapted? Through-
out my career I have always stayed true
to five core principles that I believe are
important, no matter what industry you
are in or what product you are marketing.
Those principles are certainly followed
closely at Denny’s. We stay relevant by
using these core principles, which are:
1) Understanding our core brand
DNA, what we mean to our guests and
what role we play in their lives.
2) Driving our brand positioning
throughout the entire organization,
from marketing communications to
food and service, all consumer touchpoints.
3) Engaging with consumers in a
more meaningful two-way versus oneway conversation through social media,
creating a relationship that is unique and
valuable to each of our different audiences, whether Millennials, Boomers,
Hispanics, or families.
4) Innovating across all areas of our
marketing plan, whether through product introductions like the Maple Bacon
Sundae, or through our $2/$4/$6/$8
Value Menu, or our engaging media
strategy.
5) Reading, reacting, and refining
constantly to hone our approach. In-
novation is key, but learning from the
risks we take and the new approaches
we apply is equally important.
Driving our brand promise throughout the entire organization has been imperative to the success of repositioning
our brand as “America’s D