During the 2009 Super Bowl, Denny's Restaurant purchased ads throughout the game announcing that they would be giving away "Free Grand Slam Breakfast" on February 3, 2009 from 6am until 2pm at all of their locations across the nation. The breakfast includes two eggs, two pancakes, two sausage patties, and two bacon slices, given away in a promotional stunt sure to draw news coverage.
Customers might think that Denny's is spending a fortune on them, but the biggest expense of all will likely be the Super Bowl spot. Thirty-second ads reportedly sold for up to $3 million. Denny's, which has 1,541 restaurants, predicts it will likely have served about 1,400 people per location the day of the promotion, more than five times the normal volume. Nationwide, the company expected about 1.5 million visitors between 6 a.m. and 2 p.m., but it may have seen more than 2 million.
On February 3, 2009 at 5:00am, three of my friends and I all went to the Denny's Restaurant in Pullman, Washington and stood in line for our free breakfast. We were one of the first ones in line, and by the time we were seated at 6:00am the line was all the way outside and around the building.
I believe that playing their ads during the Super Bowl was an excellent marketing tool. Attending an event such as this just reminded customers that the restaurant is a place for good food and good value, and ultimately, people will go back and spend some money. Just incase you missed the commercial during the Super Bowl, here is a link the YouTube Video:
http://www.youtube.com/watch?v=p96FC_fQrg0
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