Denny's aims to be hip late-night spot

SPARTANBURG S.C. Denny’s is targeting 18- to 24-year-old late-night eaters with the rollout of four “craveable and shareable” menu items and four new value items, all served exclusively from 10 p.m. to 5 a.m.

The new menu kicks off a broader effort by Denny’s to attract diners who want a sit-down meal late at night. In addition, Denny’s will play up its history as a post-gig destination among emerging bands and update the late-night vibe in its restaurants with new uniforms and music.

The chain, which has more than 1,500 units, is “sharpening our focus on the late-night crowd” to differentiate from fast-feeders that also are open late, president and chief executive Nelson Marchioli said in a statement.

The Denny’s All Nighter menu will feature four new dishes: Potachos, which are fried and seasoned kettle chips with various toppings; Sweet Ride Nachos, consisting of flour tortilla chips tossed in cinnamon sugar and crowned with sweet toppings; a Smokin’ Q Four Pack of mini burgers topped with barbecue sauce, crispy onion rings, cheddar cheese and bacon; and a Cheesy Four Pack, which includes four mini burgers with American cheese, grilled onions and pickle chips.

Value menu items, starting at $3.99, include a barbecue bacon burger, a crispy chicken sandwich, a chicken strips and mozzarella sticks combo, and nacho cheese fries.

Denny’s has asked music groups including Taking Back Sunday, Plain White T’s, Eagles of Death Metal and The All-American Rejects to help the chain create new dishes for rollout later this summer.

Denny’s also will help feed emerging bands on tour through its new “Adopt-A-Band” program, available at Denny’s new online music hub, www.dennysallnighter.com [2].

Additionally, Denny’s servers will trade their traditional uniforms for jeans and black “Get Your Crave On” T-shirts. Restaurants will play alternative rock music from 11 p.m. to 5 a.m.

ATV and online ad campaign supporting the new late-night look will break May 26.