Denny’s traffic is down 8.8% for the quarter. So they're going to buy a SuperBowl ad.
This isn't going to work.
Everyone knows Denny’s. They have 90% top-of-mind brand awareness. There is nothing you can say in 30 seconds that will make a single person decide to jump up and run to a Denny’s.
Here’s what I would do with the $3 million:
- Create an amazingly fun kid’s gift bag. Trump the Happy Meal with a 10-toy package. Kids will demand that their parents take them there.
- Become a community center. Example: Offer to host Boy and Girl Scout meetings in local restaurants. Throw in a free pie.
- Have a national post-prom party. (Everyone is headed there anyway.)
- Offer monthly blood pressure testing and flu shots for seniors. Do it at 10 AM.
- Have “date night” deals once a month. Partner with a babysitting service.
- Sponsor Meetup.com, which organizes 2,000 local gatherings every day. Offer to pay 100,000 organizers’ $12 fee if they move their event to Denny’s.
- Give 1,000,000 $3 discount coupons to local movie theaters, so moviegoers drop by for dessert after a show.
- Host breakfasts at trade shows and conventions. Remind the world how great their breakfasts are.
- Host midnight breakfasts at bars and nightclubs.
- Give $3 million people a $1 bill.
- Give 1,000 $3,000 donations to local charities.
- Give $3 million in bonuses to waiters for increased customer satisfaction.
- Mop all the floors.
What would you do?