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Denny’s bites on entertainment technology


SPARTANBURG S.C. A rollout of display hardware and entertainment content from theBITE Network to the nearly 1,500-family restaurants in the Denny’s chain, based, here, will begin in early 2009 and continue for several years under an agreement signed by franchisor Denny’s Corp. and out-of-home digital media concern IndoorDIRECT.

The content of theBITE is a combination of entertainment and advertising, including a weekly 60-minute lifestyle program with four hosts reporting on news, entertainment, music and sports. IndoorDIRECT said the Denny’s deal marks its first agreement with a full-service chain, though it already has screens in 430 quick-service and fast-casual locations and expects that number to grow to 1,000 sites by the end of March.

Depending on the specifics of each agreement, out-of-home digital media providers, such as Dallas-based IndoorDIRECT, may provide restaurant companies with a share of ad revenues, as well as display screens; content, including proprietary menu or other marketing materials; and content-management services. The terms of the Denny’s-IndoorDIRECT deal were not disclosed.

“TheBITE Network in our restaurants is great entertainment that represents an additional value to our customers, whether they are families enjoying a meal together or those who are eating after a night on the town,” said Mark Chmiel, Denny’s chief marketing officer. “And theBITE will help us bring to life [in its content] our marketing initiatives, such as our Rockstar Menu.”

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