Denny's is taking a big swing at turning things around with a new strategy it’s calling “Project Grand Slam” as Christopher Bode steps into the CEO role, marking a fresh start for the longtime diner chain after its move to private ownership.
The struggling diner chain is trying to modernize just about everything over the next two years, starting with the food. Denny’s wants to shake up its menu with more creative flavors and updated dishes, while also putting more focus on drinks, building out a beverage lineup that works whether customers stop in for breakfast, lunch or a late-night bite, the company annouced Monday in a news release.
Denny’s is also looking for new ways to bring in customers and boost sales beyond what’s on the plate. This includes growing its catering and bulk-order business, remodeling restaurants under an updated “America’s Diner 2.0” concept and expanding into retail so customers can find Denny’s products outside the restaurant, like in grocery stores.
On top of that, a digital overhaul is in the works to make online ordering and the app experience smoother and more appealing.
“The future of Denny's is about being where our guests are – whether that’s in our dining rooms, through our mobile app or on their grocery shelves,” Bode said in a statement.
A large piece of Project Grand Slam also hinges on franchise locations. Bode has made it clear that individual restaurants need to be profitable on their own, and the company plans to work closely with franchise operators to ensure that’s the case.
The push comes after a tough stretch for Denny’s, with declining sales and more than 100 restaurant closures in recent years. Like many chains, it’s been dealing with higher costs and changing customer habits, forcing a rethink of what works.
“As we’ve transitioned from a public to a private company, we’ve approached our path forward with real examination, real adjustments and a clearer focus on the things that actually move performance in our restaurants,” Bode added. “We are operating in a difficult economic environment, but private ownership gives us more freedom to look at the business honestly, move faster where change is needed and make adjustments quickly.”
Bode returned to Denny's in September 2024 after about two years with CKE Restaurants, where he led Hardee's U.S. operations. Before that, he spent more than a decade as Denny’s COO and over 20 years at Dunkin' Brands, building a track record in restaurant operations and development.
