Dining Chains Focus On College Students

Both Denny’s and the International House of Pancakes (IHOP) are ramping up their efforts to lure college students. IHOP is aligning with foodservice provider Aramark to offer five IHOP Express or IHOP U concept restaurants on select college campuses. The smaller concept stores are open 24-hours a day and offer smaller, portable portions, “Grab n Go” products, and lower-priced menu offerings.

The restaurant chain is embarking on this two-year test program based on the growing trend among students to eat breakfast throughout the day and their propensity for late-night dining. University of Tennessee at Knoxville is currently operating an IHOP Express; another location opens at Virginia Commonwealth University in Richmond in the coming months.

Denny’s Rewards

Similarly, Denny’s is working with Edhance rewards programs to develop a student discount program. Under the program, student diners receive 5% cash back. Denny’s promoted the program to students within 25 miles of a participating location via web, email, and social media.

Denny’s is also embarking on a new brand positioning that focuses on its diner roots. The “America’s Diner Is Always?Open” campaign includes TV, print, social media, and in-store marketing. A key component is an “Open Manifesto” that encourages customer feedback and suggestions both in-store and online. [Food/Beverage]

Sources: Aramark, Ann Marie Solomon, VP National Brand Partnerships, 1101 Market St., Philadelphia, PA 19107; 215-238-3000; www.aramark.com.

Denny’s, Barry Wells, University Business Development, 203 E. Main St., Spartanburg, SC 29319; 864-597-8000; bwells@dennys.com; www.dennys.com. 

Edhance, Carissa Daniels, Director Merchant Development, 101 Main St., 7th Fl., Cambridge, MA 02142; 617-475-5365; cdaniels@edhance.com; www.edhance.com.

IHOP, Laura Tanaka, Director Franchise Business Development, 450 N. Brand Blvd., 7th Fl., Glendale, CA 91203; 818-637-3159; laura.tanaka@ihop.com; www.ihop.com.

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