Dennys
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- Quote
- “Merkle helped us leverage premier tech and data to drive guest frequency without constant discounting, building a scalable loyalty foundation that meets today's needs and unlocks future innovation.”
Overview
For more than 70 years, Denny’s has provided a welcoming place for people to connect over great food. As competition intensified in fast-casual dining, Denny's looked to extend its “people first” principle into a more modern, personalized customer experience. They were ready to move beyond one-size-fits-all messaging and build more relevant, connected conversations and loyalty interactions with guests.
-
7
systems integrated and launched -
30+
cross-partner and cross-functional contributors
The challenge
Denny’s existing platforms, data, and strategies limited its ability to personalize at scale.
Basic customer segmentation made it difficult to tailor messages to distinct audiences.
Technical limitations meant that personalization often stopped at “Hi [first name],” with no way to reflect preferences, behaviors, or needs.
Disconnected systems across multiple partners made it hard to unify data or activate it consistently.
A simple CRM program relied on broad outreach and could not sustain an ongoing, cross-channel conversation.
The approach
Merkle helped Denny's turn personalization into a practical, scalable capability, starting with the right technology and data, then using it strategically to make an impact. To deliver, Merkle:
Orchestrated a unified tech stack, leading multiple partner system integrations. The Merkle team worked as an embedded part of the internal ecosystem at Denny's to manage risk, make decisions, and monitor progress to keep the project on track with its aggressive timeline.
Created a CRM roadmap grounded in analytics. By evaluating the current program, Merkle identified where personalization would matter most and mapped a clear path to mature key customer touchpoints.
Implemented Braze, enabling real-time activation of unified customer data across channels.
Designed and built CRM and loyalty journeys to deliver more relevant messaging. Creative aligned to the refreshed look and feel of the Denny's brand, with a flexible design system that made it easy to incorporate new creative elements.
The outcome
With a more connected tech stack and data foundation, Denny’s can now engage customers based on their individual needs and preferences. The new architecture also positions the brand to adopt future personalization advancements without reworking the entire system. With a system in place to delight its guests, Denny’s is building stronger loyalty today while staying ready for what’s next.
Overview & key takeaways
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Services
Experience & Commerce
Industry
Automotive
Market
Europe
Tech Partners
Adobe
- Dennys
