Image from: Denny’s
Even if you don’t regularly eat a Moon’s Over My Hammy or a Grand Slam, Denny’s is a household name. Branded as “America’s Diner that is Always Open” for more than a year now, I decided to take a look at their online traffic and see who was visiting dennys.com.
Looking at daily reach and daily attention on Compete.com we can see that there hasn’t been a sustained lift in traffic to dennys.com in the last three months.
Denny’s launched a web series back in March of 2011 with the goal to engage younger consumers, specifically millennial’s. The videos featured stars such as, Conan O’Brien and Jessica Biel and are still continuing to be aired. It’s reported that Denny’s spent 63.9 million on advertising in 2011 and with the goal to reach millennial’s the question remains, did they reach their target?
Looking further at the demographic breakdown on Compete.com we can see that millennial’s are not the highest visitors to the dennys.com site. Rather, 35-44 and 45-54 year olds are visiting dennys.com more.
On June 5th, Denny’s released their mobile app, challenging Denny-goers to check-in to a Denny’s restaurant in each of the 50 states. It seems that Denny’s is trying to open up new levels of engagement with its users. We can see that June 5th did see a spike of traffic, but how is Denny’s going to move forward and maintain those visitors?
It seems that Denny’s is creating opportunities for their visitors online 24/7 much like their 24/7 slogan suggests. But, are these online opportunities driving people to their site and in turn driving people to their restaurant?
Alyssa is on the Inside Sales team here at Millward Brown Digital, working within the Financial Services and Technology & Entertainment industries delivering digital intelligence that helps clients improve their marketing based on the online behavior of millions of consumers. Find Alyssa on Twitter at @alyssamaine or connect with her on Linkedin.