Dive Brief:

  • Denny’s has introduced a national catering program through a partnership with ezCater, as announced in an emailed press release.
  • Approximately 400 locations are already offering corporate catering, with plans to extend the service to 1,000 restaurants by the end of September.
  • Catering represents the first major initiative under Project Grand Slam, a growth roadmap aimed at enhancing restaurant performance and guest experience while fostering long-term, sustainable growth.

Dive Insight:

The catering channel is designed not only to meet ongoing workplace demand but also to create a new sales avenue for franchisees, according to the company.

“Catering has the potential to become a meaningful growth business for Denny’s and its franchisees,” said Garren Grieve, CEO of Seaside Dining Group, a multi-unit Denny's franchisee. “It gives our restaurants access to new customers, valuable weekday occasions and recurring business beyond our dining rooms. We have experienced firsthand the strength of what Denny’s has built, and the early response exceeded our expectations. The opportunity is real.”

Customers can place orders directly on Dennys.com to purchase meals for offices, boardrooms, schools, healthcare organizations, community gatherings, celebrations, and other events where people assemble, the company stated.

Denny’s collaborated with ezCater to develop a catering menu tailored for group occasions. Offerings include the Grand Slam Buffet Bundle, Grand Slamwiches, Build-Your-Own Burger Bars, and Chicken Wings. Individually packaged meals, such as the Grand Slam Breakfast Box and Chicken Bacon Sandwich Box, are also available.

“Breakfast is the most used search filter on ezCater, making Denny’s a sure favorite for workplace orderers nationwide,” Cindy Klein Roche, chief growth officer at ezCater, said in a statement.

Denny’s is several months into its 24-month turnaround strategy, which launched in April alongside the appointment of Christopher Bode as CEO, who previously served as president and chief operating officer. Key elements of this strategy include menu innovation, digital transformation, and a commitment to operational excellence.

Denny’s went private earlier this year in a $620 million sale to Denny’s franchisee Yadav Enterprises, TriArtisan Capital Advisors, and Treville Capital Group. The chain had experienced same-store sales declines for several quarters and was forced to close hundreds of underperforming locations.