Denny’s has rolled out the mobile app as part of its 50 State Challenge initiative that offers one lucky winner a chance to win multiple loyalty-based rewards including free Grand Slams for life. The Denny’s mobile app is available for free download in Apple’s App Store and Google Play.

“Our first mobile app allows us to build on Denny’s social community with a new mobile presence that is both compelling and rewarding to our guests,” said Frances Allen, chief marketing officer of Denny’s, Spartanburg, SC.

“By allowing users to unlock unique Denny’s badges, challenges and rewards, we are creating an additional touchpoint where they can engage with the brand that is similar to the open environment found in Denny’s diners,” he said.

“We believe the app will be successful in interacting with the next generation of Denny’s guests, specifically the younger demographic where social media and the mobile experience is an important part of their everyday lives.”

Denny’s is a full-service family restaurant chain that currently operates more than 1,600 franchised, licensed and company-owned restaurants across the United States, Canada, Costa Rica, Mexico, Honduras, Guam, Puerto Rico and New Zealand.

Food for thought
To participate in the 50 State Challenge, Denny’s is encouraging diners to check-in at any of its locations across the country using the new mobile app.

The challenge will be live on the app for one year.

When consumers check-in they will be able to unlock a digital state souvenir and a variety of badges, as well as special in-store offers and redeemable coupons.

Denny’s is encouraging diners to check-in to as many locations as possible and accumulate milestone prizes.

According to the company, the milestone prizes get bigger and better the more states users visit.

Additionally, the first diner to check-in to a Denny’s in all 50 states will win the ultimate prize of Grand Slams for life.

“Mobile is a channel we will increasingly support moving forward,” Mr. Allen said. “In fact, we chose to develop our own app with Rain because it allowed us more flexibility and functionality for the development of future mobile campaigns.

“Denny’s is a brand on the move, and we are continuously looking for new ways to increase engagement with our guests across all media platforms,” he said.

“The app is being driven through our various social communities, as well as with in-store merchandising. We are also tapping into other social opportunities with blogger outreach.”

Diner interactions
In addition to the 50 State Challenge, the new Denny’s app also lets diners view the restaurant chain’s entire menu, find the nearest location and check out the latest specials, as well as nutritional information.

According to Denny’s, the goal behind the mobile initiative is to create a social presence where its guests and users can experience what the company has to offer, whether it is in-store or elsewhere.

“Our new app puts the Denny’s experience at guests’ fingertips – whether they’re looking for the closest location to celebrate with family and friends, indulge in our latest LTO menu promotions or extend their social life at Denny’s diner to their online networks,” Mr. Allen said.

“We look forward to launching our 50 state check-in challenge to kick off a more engaging and entertaining experience for guests,” he said. “We want to reward Denny’s guests for their patronage, loyalty and engagement with the brand.

“The best way to do that is with the product they love as a prize for visiting Denny’s and one that is delivered immediately. Tapping into the behaviors that consumers are accustomed to, such as rewards for check-ins on mobile devices in real time, is key to this reward delivery.”

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York