DOVE CANYON Calif. Officials of the Denny’s Franchisee Association said Monday they would form a purchasing co-operative and a national marketing advisory council to help the family-dining chain’s franchisees take advantage of their size and scale.
According to the franchisee association, which represents about 80 percent of Denny’s restaurant operators, a consultant already has been hired to assist in the formation of the purchasing co-op. The Denny’s chain totals about 1,541 locations, including 1,226 franchised locations and 315 corporate restaurants.
“The purchasing co-op will properly leverage the buying power of the Denny’s brand along with increasing our supply chain efficiencies by streamlining the purchasing process and enhancing the strategic procurement of products,” said Craig Barber, the Denny Franchisee Association, or DFA, board chair.
The DFA also said the marketing advisory council will provide advice and recommendations to the Spartanburg, S.C.-based franchisor on proposed marketing promotions, the testing of new products and the creation of regional menus. The council also will be available to assist in local and regional marketing initiatives.
Corporate officials said the formation of the purchasing co-op and the marketing advisory council was “not unexpected.”