CREATIVE WORK PLAN
Key Fact- Denny’s is America’s diner. We offer a variety of foods with several healthy options, as well as serving breakfast all day and all night. Denny’s is open 24 hours a day including all holidays so you can have a delicious and affordable meal at any time, however we are more than just a diner, we have a specialty, we pride ourselves on our delicious pancakes.
Problems with the Advertising of Denny’s
Raise awareness of our pancakes, its history, and what they are today!

Advertising Objective
To increase sales of pancakes and pancake related products by 12%, as well as increase overall awareness of pancakes.

CREATIVE STRATEGY
Prospect Definition
1-Families: (single parent families, nuclear families, and typical 2 parent home families, all orientations and lifestyles) and of all incomes with a focus on middle to lower class!
2-Young adults and teens ages 16-26; kids looking for a place to hang and have some snacks.
Psychologically, these people tend to be concerned with the bill, and we are the place that will help ease these concerns. The families are just looking for a nice quiet place that embraces family without a bar oriented atmosphere. We want our customers to know that they won’t find pancakes like ours anywhere else. From as far back as 1953 when Denny’s was Danny’s Donuts, we have continually prided ourselves on being accessible, giving good service, and providing tasty treats. While we may have done away with the making of donuts, we haven’t gotten rid of great food. We offer our pancakes in many shapes and styles because we know not everyone likes their cakes the same way. Ranging from the classic two stack pancake with butter and syrup to our decadent banana cream breakfast cakes, to even our pancake puppies (round balls of our batter deep fried to perfection served as a seasonal side, or even as the star of shareable value menu sundae!) We take our pancakes seriously.
We are aware that things sometimes must change especially if we wish to get better. That is why we have completely revamped and simplified our batter! From what used to be a series of ingredients, is now only three. Our new batter is called the buttermilk batter, which contains buttermilk, water, and eggs! Because we believe less is more. We are looking to appeal to all pancakes lovers. We aim to remind you why you fell in love with them in the first place or show you what you’ve been missing!
Denny’s is aware that you can’t always sit down and enjoy your pancakes the way you’d like, so we also offer to-go or pickup ordering. It’s simple and easy! Just pick up the phone and call ahead or walk right into one of our stores and order at the register. We are aware that time is limited so if necessary you can even pay for your order over the phone. We are also aware that not every person is a morning person and that not everyone is out of the office at 5pm, so we kept the promise of being a 24 hour establishment, allowing you to get your pancakes at any time of the day.
We must also bring awareness to our pancake’s affordability, we give consumers amazing options for our pancakes on the “$2, $4, $6, and $8 value menu” ranging from the simple 2 $2 stack to the $4 all you can eat cake to the $4 everyday value slam that gets you not only our amazing cakes but two eggs and a choice of two bacon strips or two sausage links! We even have pancake puppies for that sweet tooth! They can be ordered a la carte, in quantities of 6 or 10, or even as the star of our shareable sundae off of our value menu. And if you are health conscious or trying eat better and watch your weight, we even offer a whole wheat pancake that can be eaten plain or dressed up with pecans and bananas or whatever you’d like! We truly have something for everyone in the family.
PRINCIPLE COMPETITION
IHOP, Other Diners
We get it, everyone loves IHOP, and we know you can’t go wrong with your local diner with the waitress that calls you honey and has been serving you your food since you were in diapers, but hear us out. We know IHOP has amazing pancakes and that Diner gives you that sense of nostalgia bringing back memories of your childhood and simpler times, however we just want to remind you of a few things we do that our competitors might not or fall short on.
The International House of Pancakes may have great food but they are not 24 hours, and some locations close as early as 9pm! And they only stay open late on Saturdays and Sundays. Life is hectic and controlled by deadlines enough as it is, so should you really have to deal with a deadline to eat? We think not. Also, IHOP does not provide its patrons with a value menu like we do.
The diner is an American staple and you went there all the time as a kid, however I’m sure as a kid you weren’t stuck with the bill let alone know what a bill was. Diners are not cheap. A stack of cakes at a diner is $5.75 plus tax, before you’ve even added whipped cream or fresh fruit, a portion of chicken fingers and fries at a Diner is anywhere from $8-$9.50 with tax.
Why spend that money when you can easily get two pancakes for two dollars or all you can eat cakes for four dollars. Why spend $9.50 on chicken fingers as an appetizer, when you can come to Denny’s and get it as an entrée for $10.95 and get 5 chicken strips and not one, but two sides to choose from! It just doesn’t add up. Also, while diners are dying out and IHOP seems to not be expanding, Denny’s is constantly opening new locations. Right here on Long Island we are currently scheduled to open five more stores in the next three years, making it super easy for you, or your family to get to. We’ve got your back!
KEY PROMISE
Denny’s will provide you with great pancakes while giving you several ways to jazz them up, whether it be by adding fresh fruit or some chocolate and peanut butter, or even banana’s caramel and shortbread cookie pieces, Denny’s will have a pancake just for you.

Reasons Why
Denny’s is not a bar, we do not serve alcohol, and we constantly offer specials that the whole family can enjoy, with great portions and prices. We have special unique, one of a kind, limited edition cups for our kids, and we always have family favorites that you’ve enjoyed for generations! But while all those things are great, we felt it was time to remind the consumers and ourselves what we’re really about and that’s our pancakes. From humble beginnings back in 1953, Harold Butler and Richard Jezak opened a donut shop called Danny’s Donuts. They had a few key promises and goals that we still uphold today which are to serve the best coffee, make the best donuts, offer great service, give the best value, and to stay open 24 hours a day. And today we are doing just that.

Mandatories
Promote the new batter, and emphasize on the affordability of our food and the inviting atmosphere of restaurants. We have to let the consumers know we are doing a lot with our pancakes! We must inform the customers that we are now using only three simple ingredients for our pancakes, which are lighter fluffier, and tastier, as well as reminding them of the many ways they can enjoy our delicious pancakes. We will do this by expanding our advertisements. We will create ads for Facebook, twitter, and Instagram all including download links to our exclusive rewards app where customers will find limited time only deals and discounts. Another advertising addition that will be made will be the use of radio, our advertisements should be played during AM rush hours and consumers morning commutes with emphasis not only on our pancakes but the fact that we are open 24 hours a day so that way they’ll remember to go to Denny’s when they’re looking for a place to eat at 3am, and they’ll remember because they heard our ad early in the morning!

WORKS CITED
www.dennys.com
www.ihop.com/storelocator
www.allmeus.com/atlanticdiner
“textbook/text citation” Denny’s menu (Denny’s Diner 2016)
Kleppner’s 18^th edition Advertising procedure (Lane, King 2010)