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Denny’s Making BYO Burgers Permanent

Filed under Marketing, Promotion

Denny’s is the latest restaurant to relearn the “3 Bs”: Burgers bring business. The family-dining chain says it will make the Build Your Own Burger option a permanent offer as part of a new core menu coming in January 2013. The BYO platform for both burgers and milk shakes was a limited-time promotion that began in August. Both end next week but the burger offer will be back to stay.

During this week’s Q3 earnings call with analysts, Denny’s President-CEO John Miller said customization proved popular. “Our guests have had great things to say about Denny’s burgers and milk shakes and have consistently said that they want the ability to customize and personalize their meals. Our Build Your Own Burger module provides an opportunity to spotlight great, beyond breakfast items at Denny’s, while the Build Your Own Milk Shake provided great upsell opportunities,” he said.

“We built further credibility with our traditional breakfast users and enhanced our beyond breakfast appeal. Based on this success, we are adding the new Build Your Own Burger platform to our new core menu.”

In the interim, Denny’s next week will launch a menu promotion tied to the film “The Hobbit,” the “Lord of the Rings” prequel opening December 14. In addition to a Ring Burger, look for Seed Cake French Toast, Hobbit Hole Breakfast and Pot Roast Skillet.