Denny's Unveils New Digital Loyalty Program with Personalized Offers

Denny's plans to launch a new digital loyalty program later this year, which will use the brand's existing database to personalize offers based on customer behavior. The program aims to drive frequency and margin with targeted promotions and collect valuable first-party data. The economy remains "choppy" and consumers are being selective about where to spend, but Denny's has seen improved traffic among customers in certain income ranges. The company's top four market areas experienced outsized macroeconomic pressures in Q2, but Denny's is targeting customers with individualized offers through its new loyalty program.