Denny’s Launches Digital OOH Network

To support marketing initiatives such as its Rockstar Menu, Denny’s is rolling out a digital out-of-home network across its restaurant locations through a five-year agreement announced Monday (Feb. 9) with IndoorDIRECT. Initially in 300 Denny’s locations in the nation’s top markets, plans are to roll out the network to all 1,500 Denny’s restaurants.

Denny’s network of LCD screens in dining rooms carry IndoorDIRECT’s theBITE Network, a 60-minute lifestyle program hosted by four personalities reporting on news, entertainment, music and sports. About one-third of the 60 minutes is devoted to advertising.

The two will also collaborate on content showcasing Denny’s Rockstar Menu, which includes dishes created by some of the music industry’s most recognizable talent, such as Katy Perry’s “Hot ‘n Cold” drink or Hoobastank’s Hooburrito.

Denny’s investment in the network followed a year of testing at a number of its locations.
“TheBITE Network in our restaurants is great entertainment that represents an additional value to our customers, whether they are families enjoying a meal together or those who are eating after a night on the town,” said Mark Chmiel, chief marketing officer for Denny’s.

Adding Denny’s to its network of quick-service and casual restaurants, will give IndoorDIRECT a strong national footprint across 1,000 locations in the top markets, by the end of May. According to Michael Winton, president and co-founder of IndoorDIRECT, the aggregated network will reach an average of 10 million people per month.

In addition to Denny’s, IndoorDIRECT operates networks for Arby’s, CaptainD’s, CiCi’s Pizza, Del Taco, Hardee’s and Taco Bueono.

“The QSR industry is finding that the network helps improve sales and make some money off advertising,” Winton said.