Denny’s has suffered from a “good problem to have”: too much familiarity among consumers. Many know the brand but hadn’t ordered a Grand Slam Breakfast in years. And many millennials aren’t engaged at all.
This was a challenge that Yext tackled recently, and detailed for us at BIA/Kelsey ENGAGE. It helped Denny’s optimize location data to drive local engagement among new (and lapsed) customers in a multi-screen world.
“With a fractured ecosystem, it’s increasingly important that a brand manage how it comes across on all these different sites,” said Yext Senior Manager of Business Development Tyler Donahue on stage.
This is particularly important for a multi-location business that operates on the scale of Denny’s. And the dynamics a location strategy are different with a franchised model where the execution is decentralized.
“All this had to happen in effectively managing the brand from a local perspective, all the way up through corporate,” said Donahue. Key factors were location data management, rich media and empowering franchisees.
And the results speak for themselves: 162 percent boost in page impressions and 64 percent increase in FB likes among other KPIs. More tactical details and outcomes can be seen in the full session video below.
https://youtu.be/R9_etYUj-9E?t=2s
