Ask: Denny’s is open 24/7, how can we get more people to eat there late night and early in the morning?

Challenge: How do you encourage people to go out for a meal when most are usually asleep?

Research: We found that people staying out late, mostly clubbing and bar hopping, weren’t ready to go home after last call. They craved greasy food and coffee, and wanted the night to continue with friends. To understand this, we went out early in the morning ourselves, having a few drinks and talking to diners to see what made this ritual so important.

Insight: People staying out late are not just hungry. They are chasing the feeling of the night itself, a place to belong, recover, and keep the energy alive.

Direction for the Creative Team: Position Denny’s as the ultimate after party, the place for people to embrace the drunk, keep the night alive, and share laughs and memories with friends. Celebrate the greasy food that somehow hits just right, the coffee that sobers and soothes, and the messy, real moments that only happen after hours. Make the tone unapologetically fun, social, and lively, showing that Denny’s is more than a diner, it is where the night continues.

Get late-night and early-morning diners

To see Denny’s as the place where the night continues

By celebrating the messy, fun, and social side of late nights with greasy food, coffee, and real moments shared with friends

* This was the most fun I have ever had doing research for a project, and it reminded me that exploring a brand, product, or service can be much more than reading articles, analyzing data, or scrolling through forums. It is about stepping into the shoes of the target audience, not just engaging with them, but living their moments in a way that truly reveals who they are.




Art Director: Jordana Lee
Art Director: Sifat Kaur Chawla
Copywriter: Meagan Frew
Strategist: Lucas Bates
Strategist: Jocelynne Perez