Denny's announced on August 5, 2025, that it is currently testing a new digital loyalty program, with a full launch anticipated in the second half of 2025. This initiative represents a strategic investment in technological differentiation aimed at enhancing guest engagement.
The new points-based loyalty CRM platform is designed to leverage Denny's existing database of loyal guests to personalize offers and drive frequency. Management expects this 'best-in-class one-to-one marketing program' to deliver between 50 to 100 basis points in traffic over time.
Digital guests, on average, visit twice as often as other guests, highlighting the potential impact of this program on overall traffic and sales. This technological advancement is intended to contribute to a stronger competitive moat and improved financial performance through higher sales and enhanced customer retention.
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