Denny's had selected Goodby, Silverstein & Partners as its agency of record. Media buying will remain with Optimedia. GS&P is tasked with re-energizing the Denny’s brand. Looks like the restaurant chain is also going to do a Super Bowl commercial. The spot will feature cowboys eating a candy breakfast. You see - Denny's sells a "real breakfast."

Good luck with that Goodby. Nelson Marchioli, CEO, Denny's. said in a press release: "Denny's has long been top-of-mind with American consumers with over 90% brand awareness. We're looking to reconnect with those consumers who have wonderful memories of the brand."

The real problem is that only half of people who have been to a Denny's have ever gone back. Heaven knows what the actual loyalty percentage is. I do have some wonderful memories of Denny's. They involve me and my punk rock teenage friends rolling round to Denny's after show. It was all cigarettes and copious amounts of coffee, sharing two plates a fries over four hours. Hey. It was good times. For us. Not so much for Denny's.

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