This article from ChainLeader.com details Denny's remarkable year and the company's marketing strategy that combines a focus on service improvements with an emphasis on its core strength, breakfast. The strategy appears to be working-- the chain has reported same store positive sales for nine straight months. Although Denny's continues to struggle with its massive debt, it's focused on continued growth and asserts that franchisees are essential to its survival. The franchise department is the second largest at Denny's, and has doubled its franchisee recruitment budget. Denny's hopes to open twenty franchised units in 2005.
Posted by franchiselawblog at August 11, 2004 04:39 PM