Denny's Launches Digital OOH Network

The net initially rolls out in 300 locations, but will eventually be carried in all of the chain's 1,500 restaurants.

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 with IndoorDirect.

Initially, the network will debut in 300 Denny's diners in the nation's top markets, though the chain plans to roll out the offering to all 1,500 restaurants.

Denny's LCD screens carry IndoorDirect's theBite Network, a 60-minute lifestyle program reporting on news, entertainment, music and sports. About one-third of the 60 minutes is devoted to advertising.

The two companies will also collaborate on content showcasing Denny's Rockstar Menu, which includes dishes created by music industry talent. Offerings include Katy Perry's "Hot 'n Cold" drink or Hoobastank's "Hooburrito."

Denny's investment in the network follows 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 at 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, the firm operates networks for Arby's, Captain D's, CiCi's Pizza, Del Taco, Hardee's and Taco Bueno.

"The QSR industry is finding that the network helps improve sales and make some money off advertising," Winton said.
-By Katy Bachman, Mediaweek
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