For Q2, Denny’s reported same-store sales decreased 6.2% at company units and 5.9% at franchised units, likely due to IHOP’s increased market share. In Q2, IHOP’s domestic system-wide same-restaurant sales decreased only 1.0% and YTD decreased only 0.7%. That’s in a tough economy as well. Denny’s is hoping to battle back with new creative to get diners back in the groove.
So Denny’s has picked IPG’s Gotham to handle creative on its $60 million account (2009) after a review, according to AdAge. Gotham succeeds Omnicom Group’s Goodby Silverstein & Partners, which split with the client recently. Others that competed in the final round included BBDO and Kirshenbaum Bond Senecal & Partners, according to people the story.
Denny’s, with 1,500 restaurants nationwide, spent $43 million in the first six months of this year.
