Denny's Introduces Value Menu

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Denny’s (NASDAQ:DENN) will redefine the concept of traditional value menus on April 3, 2010 with the nationwide introduction of its new $2 $4 $6 $8 Value Menu. Denny’s first-ever, all day, every day value menu will provide consumers a variety of meal choices at affordable prices, featuring traditional favorites as well as new a la carte menu items for breakfast, lunch, dinner, dessert and late night. Denny’s 16-item value menu seeks to establish an alternative to fast food establishments by providing consumers a wide variety of everyday affordable menu items.

The national rollout is a result of a successful test in a limited number of markets across the country where the $2 $4 $6 $8 menu was introduced in late December. “We listened to our guests and have responded with the launch of a new menu with a new price structure that will excite them to come to Denny’s for a satisfying meal out at a great price,” stated Nelson Marchioli, CEO and President of Denny’s. “The new $2 $4 $6 $8 offering redefines the concept of traditional value menus, moving consumers beyond the idea that fast food is their only affordable option.”

While consumers have reduced their spending on dining out over the past year, recent data indicates that Americans have developed an increased appetite for eating out; more consumers plan to increase that portion of their budget in the coming months than those who plan to cut back.1 With most consumers planning to put those dollars toward sit-down restaurants, Denny’s $2 $4 $6 $8 Value Menu will give consumers the budget-friendly options they crave any time of the day or night.

“The initial response to this menu has been very positive,” said John Dillon, Vice President Marketing, Denny’s Corporation. “With feedback directly from our guests, we’ve been able to create the only real 24-hour option to the typical fast food value menu. With $2 $4 $6 $8 our guests tell us they can now get an amazing variety of affordable meal options literally any time of day, without having to compromise on service or quality to do it.”



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