An Intro to Denny’s
Harold Butler and Richard Jezak opened a donut stand in 1953 and called it Danny’s Donuts. Today it is known as Denny’s which is a franchise of diners that are found throughout America. The boast themselves as being “America’s Diner.” This franchise has been open for over 60 years now. The diners serve breakfast anytime and is always open 24/7.
Denny’s Social Responsibility according to their website… “As a neighborhood diner, Denny’s is committed to giving back to local communities through many programs, including No Kid Hungry, Hungry for Education, the United Way and countless local programs all aimed at making the world a better place. Denny’s team members get involved in their communities by volunteering their time, making charitable contributions, serving food to those in need and helping raise money for local schools, churches, hospitals and athletic teams, to name a few.”
Social Media Presence Overview
Denny’s is present on multiple social media platforms including:
Analysis and Evaluation
Denny’s blog is provided by the platform Tumblr. It seems to be catering to a younger demographic. The blog delivers original slapstick posts that are about the company. These posts seem to be based off popular Tumblr posts that get the most likes and re-blogs. The blog currently does not have a display for the number of followers. The blog incorporates all three of photos, videos and text. Most of them being personally photo-shopped. The blog seems to have one post a day that at least keeps a presence daily. Interaction with customers and followers does happen often but its more on a weekly to monthly basis.
Denny’s has 1,315,201 people who like the Facebook page. It currently has 1,255,344 followers. Again, the post is a mashup of videos, photos and text. The post usually has text to accompany the photo or text to help inform on the photo or video. This text usually also has a hyperlink that links you to the exact deal or post on the original site. The company does seem to post every couple of days as opposed to daily. The customer interaction is lacking with almost no questions answered in the recent posts’ comment section.
The recent post is an animated Christmas short entitled A Breakfast Carol, with the food being brought to life as characters.
Denny’s has 425.2 thousand follows on Twitter. The content on Twitter is mainly text with occasion videos and photos. Most post again like their blog is catering to a younger demographic to gain likes and re-tweets to turn that into advertisement for the company. There does seem to be a lack of the use of hashtags on the posts. The company twitter usually posts daily with an occasional response to followers once per week.
One example is the recent post of the post suggesting the idea of trying to build a booth blanket fort which has 480 re-tweets and 2.2 thousand likes.
On Instagram Denny’s has 207 thousand followers. The Instagram page is mainly consisting of photos with an occasional video. These photos are mainly slapstick photo-shopped photos that are once again targeting the younger generation. There doesn’t seem to be any use of hashtags. The posts usually promote deals coming along with the date and new items coming to the menu. The company Instagram posts every couple of days with an almost no response or interactions in the comments.
One of their recent posts includes a photo of a reindeer with bread for a nose tagged “Rudolph the Bread-Nosed Reindeer,” which has 17,930 likes.
Denny’s has 32,394 subscribers YouTube channel subscribers. The channel also has 19,744,634 total views. The platform only includes videos. Their videos include trailers, commercials that appeared on television, and short videos for special deals. There are not too many uploads on a frequent basis, but on a weekly or monthly basis. There is no interaction of response to the comments.
One of their latest videos entitled Snack For Santa, has 1,718 which is a short commercial for a free pecan or pumpkin pies with every $20 order.
On their LinkedIn page Denny’s has 17,898 followers. The posts here have links to their deals, newsletter and recruiting events that is linked to the main website. There only seems to be photos accompanying text. The posts seem to be every few days. This platform is different from Instagram or Twitter which it should be because it is more professional.
Summation of My Analysis
Their social media platforms presence ranges from slapstick leisure to professional. Posts are usually targeting millennials to gain popularity on the internet to use it as another means of advertisement. Then on LinkedIn it becomes professional to gain new employees.
The first hit when searching “Denny’s” on Google is dennys.com. The next hit is Denny’s locations. The third hit is Denny’s Twitter page. The fourth is Yelp reviews of the nearest locations. The fifth is Yellow Page locations, numbers and hours nearest to me. Sixth is the Wikipedia page.
The rest of the hits on the first page bring up their Facebook page, their YouTube channel, and their LinkedIn profile. These are good results for more information about Denny’s.
Commendations and Recommendations
Denny’s maintains a consistent message of posts across most of their social media platforms. They are fun and slapstick with lots of original images, which seems to be aimed at millennials. Which is a tactic that they use to try to get their posts to go viral for more advertisement.
The video frequency needs to increase. They have some great original photos, but the audience needs more than just photo-shopped photos. I think that for new posts Denny’s should find a balance for regular photos and videos targeted at a broader audience. Whatever they decide, it should be to promote their services in a more professional way. As a franchise that deals with families they should be creating social content for everyone in the family. If you pigeon-hole yourself into one demographic it can be difficult to try different posts. It can also put off other customers that believe you don’t handle your company in a professional manner.
To improve their social media presence and digital footprint, they should continue to cross promote. Though the interaction with customers on all platforms could use a lot of work. There needs to be questions answered in the comments. The comments that are given out tend to be jokes which is fine but not helpful. Maybe even have a specific Denny’s Customer Service account on all platforms to redirect questions and concerns so that they are answered. Denny’s would be very effective if their future clients see those relationships through social media.
The social responsibility page on their website that displays how their impact in the community is not enough. One way you can help prove to your customers that you are following through with your social responsibility is to display it on social media. If your customers feel a certain establishment does not deserve a donation of money than you would have a chance to hear that.
Denny’s has a statement of wanting to be socially responsible and are doing alright but could do better in terms of audience interaction, broadening their audience and displaying the actual good social deeds on social media.