Project Main Details
2010-11-23 14:25:56 GMT 2010-11-23 14:52:46 (GMT -05:00) Eastern Time (US & Canada) Yes (click here to learn more about ) Closed - Note: This project was manually closed by the voice seeker before it reached its original deadline. 0 0 0 direct invitation(s) have been sent by the voice seeker resulting in 0 audition(s) and/or proposal(s) so far. Voice123 SmartCast is seeking 50 auditions and/or proposals for this project (approx.) Invitations sent by SmartCast have resulted in 0 audition(s) and/or proposal(s) so far.
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But with traditional real estate options declining, and other opportunities for branded food service emerging, Denny’s was looking for a new approach. That’s when we get involved and helped them create the concepts of Fresh Express and Denny’s All Nighter.
We needed to be connected to Denny’s heritage, but also signal that this was a new approach. A new concept where you could expect some different menu items, different service styles and different attitude – as well as the value and entrees that people know and love.
Starting with a clean slate we developed concepts for brand logos, color schemes, store designs, menu boards, fixtures and merchandising.
We developed distinctive packaging that played on the faster service styles and portability of menu items.
We partnered with the menu teams to create and test new menu items, developing all in-store merchandising. Several of these items have expanded to the national brand including the Grand Slamwich.
Consistent with a brand catering to people on the go, we developed traditional and mobile website applications.
To aid in the sales process, videos were produced to use in attracting new franchisees.
In less than 24 months franchisees have opened 12 Fresh Express and Denny’s All Nighter locations, including 7 on college campuses – with many more in development, beating another national family dining chain by 700% in unit expansion. Customer reaction has been equally positive (show the college guys cheering at FSU) with strong sales in all restaurants.
By recognizing the classic food that customers loved, adding some popular and portable new entrees, and giving Fresh Express and Denny’s All Nighter a distinctive look we’ve taken the Denny’s brand into a bright new future with great growth opportunities at colleges, airports, and food courts across the country.
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