How Denny’s Rebuilt Its Fading Brand Into a Modern, Social-Savvy Business

CMO John Dillon shares how the chain transformed

At the ANA Masters of Marketing Week, Denny's CMO John Dillon spoke about his brand's successful repositioning.

In 2009, Denny’s was in a rough spot. Foot traffic to its restaurants had been on the decline for several years in a row. And though its brand awareness was strong—over 95 percent of Americans knew Denny’s, and a similar percentage had been to the restaurant at one point—many visitors hadn’t returned in years.

@dianapearl_ Diana is the brand marketing editor at Adweek and managing editor of Brandweek.