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Do IT this week: Layering
By Kathy Antoniotti
Beacon Journal staff writer
POSTED: 08:04 a.m. EST, Feb 03, 2009
Updated at 12:36 p.m.
Tre Moore huddled against his dad's legs to stay warm as the pair waited in line this morning at the Denny's restaurant on Arlington Road in Springfield Township.
As many as 100 people stood in line to take advantage of a free breakfast advertised by the national chain during a Super Bowl ad Sunday.
Super bowl ad
The 5-year-old Akron youngster said ''sausage and pancakes,'' are his favorite breakfast foods. Tre's father, Tracy Moore, said the pair had been in line only five minutes as they inched their way inside the building.
The Arlington Road location was among more than 1,500 Denny's restaurants across the country offering Grand Slam breakfasts — which include two eggs, two pancakes, two sausage patties and two bacon slices — for free from 6 a.m. until 2 p.m. today.
The grand slam breakfast is sold at an average price of $5.99.
The Denny's Corporation, which made the offer in a 30-second spot and followed it with a full-page advertisement in USA Today on Monday, expects to give away more than 2 million of the company's most popular breakfasts today, said John Dillon, vice president of marketing for the Spartanburg, S.C., chain.
The television ad, estimated to have cost $3 million, pokes fun at restaurants that offer candy-coated breakfasts to grown-ups.
''Obviously, the ad was aimed at our main competitors,'' Dillon said. ''But we have two reasons for the promotion. One, to say thank you to our loyal customers, and also because we know it's tough out there.''
The immediate call for action, if done the right way, could be a brilliant marketing move, said Bill Hauser, marketing professor at the University of Akron.
''The promotion has the potential of generating billions of dollars of goodwill and millions of dollars of ongoing sales and repeat business,'' Hauser said today.
District manager Paul Adamczak, who oversees six Ohio restaurants, was at the Arlington Road location early this morning to help serve meals. Adamczak said a beefed-up number of wait staff and cooks and other employees began serving the free meals an hour earlier than expected and were averaging above projected national estimates for the number of meals coming out of the kitchen.
''We have been serving about 140 meals an hour,'' Adamczak estimated.
Dillon said Monday that the company began receiving phone calls soon after the Super Bowl commercial aired for the dine-in-only offer. Many of the calls questioned the disclaimer at the bottom of a newspaper advertisement on Monday.
''We've had lots of calls about the restrictions, but there are no catches,'' Dillon said Monday.
Each of the restaurants were given an additional 1,500 rain checks for people who couldn't wait in lines that at times stretched along the side and front of the building. The vouchers can be redeemed until Feb. 13, Dillon said.
Alan Day, 39, of Akron, and Tim Mark, 49, of Barberton, said they had been waiting only 10 minutes before waitress Catie McCurdy, 27, delivered their meals.
They had just ended their jobs at Struktol in Cuyahoga Falls this morning before heading to Denny's for breakfast.
''This is smooth sailing. This place is really organized,'' Day said, comparing the experience to problems customers experienced during a Papa John's promotion last year.
Adamczak said all his customers still waiting in line at 2 p.m. today will be served, and those who come after that will receive rain checks until he runs out of them.
All customers are also being given coupon books with savings for future visits.
Click here for a map of Denny's locations.
Kathy Antoniotti can be reached at 330-996-3565 or kantoniotti@thebeaconjournal.com.
More Denny's Coverage
Free Breakfast Offer Crams Denny's
Local residents lineup for free Denny's breakfast today
Updated at 12:36 p.m.
Tre Moore huddled against his dad's legs to stay warm as the pair waited in line this morning at the Denny's restaurant on Arlington Road in Springfield Township.
As many as 100 people stood in line to take advantage of a free breakfast advertised by the national chain during a Super Bowl ad Sunday.
Super bowl ad
The 5-year-old Akron youngster said ''sausage and pancakes,'' are his favorite breakfast foods. Tre's father, Tracy Moore, said the pair had been in line only five minutes as they inched their way inside the building.
The Arlington Road location was among more than 1,500 Denny's restaurants across the country offering Grand Slam breakfasts — which include two eggs, two pancakes, two sausage patties and two bacon slices — for free from 6 a.m. until 2 p.m. today.
The grand slam breakfast is sold at an average price of $5.99.
The Denny's Corporation, which made the offer in a 30-second spot and followed it with a full-page advertisement in USA Today on Monday, expects to give away more than 2 million of the company's most popular breakfasts today, said John Dillon, vice president of marketing for the Spartanburg, S.C., chain.
The television ad, estimated to have cost $3 million, pokes fun at restaurants that offer candy-coated breakfasts to grown-ups.
''Obviously, the ad was aimed at our main competitors,'' Dillon said. ''But we have two reasons for the promotion. One, to say thank you to our loyal customers, and also because we know it's tough out there.''
The immediate call for action, if done the right way, could be a brilliant marketing move, said Bill Hauser, marketing professor at the University of Akron.
''The promotion has the potential of generating billions of dollars of goodwill and millions of dollars of ongoing sales and repeat business,'' Hauser said today.
District manager Paul Adamczak, who oversees six Ohio restaurants, was at the Arlington Road location early this morning to help serve meals. Adamczak said a beefed-up number of wait staff and cooks and other employees began serving the free meals an hour earlier than expected and were averaging above projected national estimates for the number of meals coming out of the kitchen.
''We have been serving about 140 meals an hour,'' Adamczak estimated.
Dillon said Monday that the company began receiving phone calls soon after the Super Bowl commercial aired for the dine-in-only offer. Many of the calls questioned the disclaimer at the bottom of a newspaper advertisement on Monday.
''We've had lots of calls about the restrictions, but there are no catches,'' Dillon said Monday.
Each of the restaurants were given an additional 1,500 rain checks for people who couldn't wait in lines that at times stretched along the side and front of the building. The vouchers can be redeemed until Feb. 13, Dillon said.
Alan Day, 39, of Akron, and Tim Mark, 49, of Barberton, said they had been waiting only 10 minutes before waitress Catie McCurdy, 27, delivered their meals.
They had just ended their jobs at Struktol in Cuyahoga Falls this morning before heading to Denny's for breakfast.
''This is smooth sailing. This place is really organized,'' Day said, comparing the experience to problems customers experienced during a Papa John's promotion last year.
Adamczak said all his customers still waiting in line at 2 p.m. today will be served, and those who come after that will receive rain checks until he runs out of them.
All customers are also being given coupon books with savings for future visits.
Click here for a map of Denny's locations.
Kathy Antoniotti can be reached at 330-996-3565 or kantoniotti@thebeaconjournal.com.
More Denny's Coverage
Free Breakfast Offer Crams Denny's
Local residents lineup for free Denny's breakfast today
Comments
Click here to post your comments
Daytona Beach, Fl
Posted 09:12 AM, 02/03/2009
Don't forget to tip your server well.
Akron, OH
Posted 09:28 AM, 02/03/2009
Wonder if Old Man Grump started out in his Taurus bright & early this morning to hit all three Denny's along I-77? Hope he packed his Beanos & Immodiums.
He'd be conspicuous by his absence at the Tallmadge McDonald's this morning. If his reg'lars find out he was pinballin' his way through free breakfasts elsewhere, he might become persona non grata at the Golden Arches.
akron, oh
Posted 10:33 AM, 02/03/2009
At least someone cares. Good for them. Maybe other places will follow them.
Ravenna, OH
Posted 11:02 AM, 02/03/2009
23 cent pizza day all over again.
akron, oh
Posted 11:29 AM, 02/03/2009
Yep - these idiots will stand in line for hours to get a 3.99 value. And you can bet the majority of them won't tip either.
Ravenna, OH
Posted 11:44 AM, 02/03/2009
Word, that's because they don't want to work.
Posted 12:02 PM, 02/03/2009
Stand in line for four hours for a free case of diarrhea.
cool treehouse, oh
Posted 12:04 PM, 02/03/2009
Akron should have a bus service to take homeless people from the shelter to eat thar.
Barberton, OH
Posted 12:04 PM, 02/03/2009
Swill.
Posted 12:07 PM, 02/03/2009
Step aside all you people who can afford to pay for a breakfast, and let those less fortunate and homeless have a free meal! The gall of some people disgusts me!
barberton, oh
Posted 12:15 PM, 02/03/2009
That is the best PR move a Company like Denny's can do. U most likely will see others follow suit, sit back and we'll see what happens. Nice job to the PR Dep't. at Dennys..... Retired, U probably went there twice. I know how Old people are..gimme, gimme...U know it
Posted 12:24 PM, 02/03/2009
Retired, if you think Denny's is doing this for all the poor homeless folks, think again. If Denny's wanted to feed the homeless, they'd take the food to the shelters. They're trying to get people into their restaurants to spend money.
Posted 12:33 PM, 02/03/2009
I would pay ten-fold for my meal, just to spare myself from having to sit next to the type of people that would stand outside in the cold for hours for a $3.99 meal. Go buy 50 packs of Ramen noodles for 3 bucks, and eat all week, if you are that broke.
Posted 12:34 PM, 02/03/2009
If I want to pay full price for my meal, can I get a pass to cut the line? Sort of like paying more to skip the line at Cedar Point?
New Philadelphia, OH
Posted 12:36 PM, 02/03/2009
What a bunch of morons!!! standing in line for a $3.99 meal.....sorry,, have better things to do with my time....like work a job!!
Posted 01:03 PM, 02/03/2009
Where are all you morons getting the $3.99 price for a grand slam? The article clearly states "The grand slam breakfast is sold at an average price of $5.99."
Not only are some of you mean and stupid but you can't read. If somebody has the time and energy to go to Denny's for a free meal that is what the offer is for. Like somebody else said, if Denny's wanted to feed the homeless they would. They want to attract customers to their establishments. Figure a few free meals may result in repeat business. Plus they'll sell beverages where they make lots of profit.
Akron, OH
Posted 01:04 PM, 02/03/2009
Grump? You back yet?
Tell me you didn't take a beating for cuttin' in line on Arlington.
Somebody check the men's room. Or the hospital ERs.
Akron, Oh
Posted 01:16 PM, 02/03/2009
Probably just a bunch of fat @@#$%ers who dont need to eat in the first place.
WADSWORTH, OH
Posted 01:38 PM, 02/03/2009
Truthpatrol-thanx-I havent had that good a laugh in ages=your posts today are cracking up the old goat here-hardy har har har....LMAO
WADSWORTH, OH
Posted 01:44 PM, 02/03/2009
test
WADSWORTH, OH
Posted 01:46 PM, 02/03/2009
thought this newsvine was a 'freedom of speech website'-richard craniums deleting my comments...voo-doo on you! Truth im laughing at your posts!
WADSWORTH, OH
Posted 01:47 PM, 02/03/2009
pinball on i-77 trying to beat the 2pm cutoff....lol
Akron, Oh
Posted 02:03 PM, 02/03/2009
@fartz - Don't worry, I'm sure many who got in line would expect free bus services as well. Anything for free...right? The more you give me, the more I demand that you give me more. And, I really don't want a job. I just want someone to hand me a pay check for doing nutin!!!
Akron, Oh
Posted 02:06 PM, 02/03/2009
@billy bob - freedom of speech does not apply in a private forum, only in a government forum. The last I checked, Ohio.com is a private company and not run by federal, state or local government entities. This is something you should have learned in grammar school civics.
Posted 02:07 PM, 02/03/2009
Thanks for the free breakfast Denny's. I got a raincheck as I can't stand that long. We'll be back before the 13th for sure. Thanks Beacon too as I didn't see the ad except here on the web. We haven't had a breakfast out in a long time; we used to be a Denny's regular when I was able to work. We miss you Angel & Gail the best overnight/early morning Denny's waitresses on Arlington Road.
Akron, OH
Posted 02:46 PM, 02/03/2009
Holy moly, a few grumpy folks here who weren't able to get their free breakfast today I see.
By the way, Grump is first in line at Duffy's for the grand reopenin' they'll have in 6 months or so.
Akron, OH
Posted 03:07 PM, 02/03/2009
Steve,
Agreed. I'm glad that someone else here knows what's going on and isn't trying really hard to be funny and/or make themselves feel important. If someone wants to stand in line for 30 minutes for a meal, then God bless. So I guess no one has ever waited 30 minutes on a Friday or Saturday night for a table at Olive Garden, Outback, etc???
Tallmadge, OH
Posted 03:19 PM, 02/03/2009
No Denny's for me today. I ain't that cheap or hungary to wait for a free breakfast worth $3.99. My #1 Egg McMuffin $3.99 meal with unlimited coffee was fine this morning at Tallmadge McD's. I did feel the good feeling of the Steelers SB Championship again this am though. GO STEELERS !!!
Akron, OH
Posted 03:31 PM, 02/03/2009
You're the Man, Grumpster. Show those freeloaders the exit. Ain't nothin' free worth waiting for outside of Salvation.
But I'm sure you'll be there with Beta and me and a whole bunch of others at Duffy's reopening. I don't think the old boys at McD's will mind that. I'll pick up the check.
Akron, OH
Posted 03:43 PM, 02/03/2009
Went to Bob Evans instead - food and service were great!
Posted 03:58 PM, 02/03/2009
This is the 2009 Depression era soup line.
To Bad Bevan Walsh didn't have her investigators there they might have found a deadbeat dad they could arrest and put up on felony charges.
Akron, OH
Posted 04:06 PM, 02/03/2009
All the people with no jobs were in line...some of us have jobs and had to work.
akron , oh
Posted 04:50 PM, 02/03/2009
hope you all enjoyed it! this was obama's tax stimulus plan.
Akron, OH
Posted 05:25 PM, 02/03/2009
Kiznev,
Ever hear of 2nd shift? 3rd shift? Retirement? Self-employed? Or just people who have some flexibility in their work location?
Get over yourself.
Salt Lake City, UT
Posted 05:44 PM, 02/03/2009
Smart, aggressive idea for Denny's. When everyone else is hunkering down, they come out blazing. This really helps reset their image, generate retrial, etc. See www.trainingmirror.com/blog.
Canton, OH
Posted 06:12 PM, 02/03/2009
what a joke. Who cares!
newphiladelphia, oh
Posted 10:30 PM, 02/03/2009
i just wanted to thank all of our employees for all their hard work today, you guys really busted your butts! AWESOME JOB!
Posted 10:49 PM, 02/03/2009
At least no pizza delivery drivers got robbed today. That is because all of the freeloaders, even the criminal element, were at Denny's filling their tummy. That's ok people. Me and the other hardworking tax payers will be at work in our offices supporting you while you go out for some more handouts. I am glad that you people don't have anything better to do with your time than stand in line for a couple eggs and toast that you could easilly make at home for under a buck. But hey free is free right? Just like the LA riots when they captured thugs looting stores. One of them said on camera "free stuff" and ran away with a color tv.
Posted 12:20 AM, 02/04/2009
lmao wow zipped.
sorry that you had a bad day at the office.
Jeesh
Someone is offering something free and your complaining because people accepted it?
HAHA
Akron Native, AE
Posted 01:33 AM, 02/04/2009
It's amazing sitting here reading these posts. Most of them didnt read the article because the meal was $5.99 not $3.99. Complaining about people getting something for free, where is your compassion and human kindness? or maybe you don't have any? anyways if it was free beer and lapdances that would be another story i guess lol. Denny's did a got job by doing this people got a free breakfast and they most likely will get return business. If you think about it it was a good move all around business and community. Times are hard for people now this is something nice for everyone. It's the same ones who always complain about something and everything lol
Akron, Oh
Posted 01:48 AM, 02/04/2009
Why do you ASSume that the people in line don't have jobs. All jobs are not traditional M-F 8-5. Personally I would not stand in line, but if I chose to it's because I work from 4-mid and I have a good paying job.
Akron, Oh
Posted 04:14 AM, 02/04/2009
lol mankind has lost its mind, people are so harsh and unkind always complaining about this or that...enjoy your FREE meal leave a tip for the hard working base salary waitress and continue on your way its not brain surgery...
WADSWORTH, OH
Posted 05:16 AM, 02/04/2009
bilbo-the professor you arent,maybe YOU should read up on 'freedom of speech' as a protected right,contested in any app...richard cranium!
Akron, OH
Posted 07:16 AM, 02/04/2009
Of course, it's a promotion--the gist being to get people into their stores. But it is definitely a good thing for Seniors and the unemployed. And it can build goodwill.
I for one "report abuse" everytime I see a personal attack--there is no reason for it, and it really doesn't add to the discussion.
Akron, OH
Posted 07:20 AM, 02/04/2009
It is sad that pizza delivery drivers are getting hit up. I hope they are getting proper training on how to be safe & protect themselves. Also sad and kind of scary is people taking the law into their own hands. Dan Rather Reports had a show about "Castle Doctrine" laws last night. A guy in Jackson MS got shot dead by a store clerk for stealing a case of beer (unarmed, as far as we know).
Tallmadge, OH
Posted 07:20 AM, 02/04/2009
JohnP - Denny's has been running their Original Grand Slam for $3.99 special on tv ads for some time. Don't you ever watch TV?
Akron, Oh
Posted 08:33 AM, 02/04/2009
BillyBob - then why isn't the government intervening and making the beacon journal print every letter sent to it and post any post it receives? Don't have to be a college professor to know basic civics.
Akron, Oh
Posted 08:38 AM, 02/04/2009
also billy bob - do you know what the word, "contested" means? You used it in you post where you argued against yourself.
Akron Native, AE
Posted 09:18 AM, 02/04/2009
Old man grump i read the article as it stated 5.99 and no i dont see the ads on t.v. because i am in Germany if you see under my name its says APO AE which is Army Post office Europe. It's amazing how people don't have any manners or respect for others, especially on the internet.
Akron, OH
Posted 09:21 AM, 02/04/2009
Grump, my friend, do you realize that if the Steelers lost, YOU would have been the only one eating for free?
Crow.
(chucklin')
New Philadelphia, OH
Posted 09:23 AM, 02/04/2009
Where are you stationed JohnP?
Akron, Oh
Posted 10:32 AM, 02/04/2009
I sure hope that when zipped97 went into his plushy office today, the security guards were there to escort him off the premise with his pimk slip. You know it can happen to you. You are ignorant. As I said before, all people don't have traditional 8-5, M-F.
Akron, Oh
Posted 10:40 AM, 02/04/2009
Not Brainwashed by the Media, Scout and bilbo. Did you WORKING PEOPLE post on company time? It appears so, since job hours run from 8-5 M_F. You are stealing from your company. You are suppose to be working. As for me, I work 4-mid. (you wont see me posting at that time).
Uniontown, OH
Posted 11:55 AM, 02/04/2009
I have never posted on this site before, but I just had to say WOW!! What a judgmental group. With the economy in this state, many people (working families) have had to give up eating out. Good for Denny's!
Canton, OH
Posted 12:05 PM, 02/04/2009
i feel bad for the servers. i can't imagine that the people there for the free food are very good tippers.
quit expecting things for free and wise up. i'm so tired of hearing people think they "deserve" this kind of stuff.
Akron, Oh
Posted 12:08 PM, 02/04/2009
Nice Job Dennys....There are some that really give back!
Akron, Oh
Posted 12:55 PM, 02/04/2009
@ daddysgirl
First of all, what are you, five years old?? "daddy's girl"?? Yeah, whatever.
Secondly, who's stealing company time? Ever hear of breaks, lunchtime...?? If you had access to a computer other than the one at the fast food counter, you'd post during your second shift, too. Lighten up already.
Akron Native, AE
Posted 12:59 AM, 02/05/2009
Scout, I work for the Army as i civilian im in Mannheim Germany. I was in the Army here work at the hospital in Heddelberg. Got out and decided to stay its a beautiful place lots to see and do plus Europes at your back door. Was also in the Marines as well but that was along time ago lol
