We recognized Denny’s does well with families. We also recognized Denny’s offers very competitive pricing for kids to help attract those families, so offering “more for free” was not the best option here.
So then what? We created a high-value, high-quality drinking vessel for kids that was displayed throughout the store and was what we call a Self-Liquidating Offer, meaning you have to pay extra for it.
The results? 7 million cups sold the first year generating $15 million in additional revenue system wide at a higher profit margin than their food. We call that a WIN-WIN!