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Denny's Targets Young Adults with Rockstar Menu, Allnighter Program

Denny's Strives to Hit the Late-Night Sweet Spot

2009 has been a rough year for casual dining, with many restaurant chains struggling to stay afloat. The solution proposed at Denny's? Become friends with the cool kids. Denny's, a 24-hour eating establishment with a reputation as a family road trip pit stop, is attempting to transform itself into an all-night hotspot for young adults.

With the onset of its Allnighter program last year, Denny's began its metamorphosis into a night-owl oasis, blasting rock and country from the hours of 10 p.m. to 5 a.m. The company also started offering a Rockstar menu at night, hawking dishes like burritos designed by Good Charlotte and a country-fried steak combo created by Rascal Flatts.

The payoff has been meager with late night traffic increasing by only 5 percent. Still, the chain continues to promote its newly-minted image to college campuses, in hopes that schools will consider changing the names of existing locations to "Allnighter" and offer the restaurant's Rockstar menu. I haven't hit up a Denny's since my last road trip, but I'm curious to know if any of you have checked it out. Does the new late-night Denny's lounge seem to have an edge on the competition?

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