Denny’s has unveiled a new limited-time menu that is inspired by TikTok foodies.
The chain is partnering with 24 TikTok creators on new menu collaborations in a process that sees influencers join forces with the Denny’s culinary team during the meal-development process. The influencers were also given license to name the new meals.
Denny’s Chief Brand Officer John Dillon said the Social Stars Influenced Menu “delivers a creative twist on the craveable meals our loyal guests know and love, while further introducing our brand to the next generation of Denny’s fans”.
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The first Social Stars Influenced Menu hit restaurants on February 24 and includes three limited-time meals that are the first step in Denny’s new Open for Anything brand campaign. That slogan intends to signal that Denny’s is open to guests from all different backgrounds to be who they want, with the people they want, over the food they want, whenever they want.
“Our Social Stars Influenced Menu shows how we are Open for Anything and links to our decades-long heritage of being open and welcoming of people from all backgrounds and personalizing our meals to meet their culinary preferences,” said Dillon.
Denny’s is not the first QSR giant to lean on social media influencers to jazz up its menu and appeal to younger demographics.
McDonald’s, for instance, has seen a sales boost from a Famous Orders platform that works with an array of celebrity partners to market their preferred meals.
Perhaps referencing McDonald’s tactic, Dillon added that Denny’s didn’t want to “just work with this diverse group of social stars to ‘hack the menu.'” Instead, said, the chain “wanted to take it to a new level and tap into their creative personalities to create distinctly new menu items that are bursting with bold flavours.”
