So a big muckety-muck noticed that after 10 p.m., the crowd changed dramatically at Denny's restaurants. Gone were the high schoolers and college age drunkards looking to get some grub before heading out again. Suddenly, it was truckers and pervs. So what now?
The Allnighter Rockstar Menu! Katy Perry, Taking Back Sunday, Boys Like Girls and Hoobastank need to rustle up a menu item. Oh yeah, and to complete it, put the servers in jeans and tees.
Implications - Mark Chmiel, chief marketing and innovation officer for Denny's, claims the inspiration for the rockstar menu stems from a long-standing tradition of late-night visits from hungry musicians. Everyone gets hungry for a snack at seemingly inappropriate hours and this makes health-conscious consumers more willing to indulge if they know that their favorite celebrity has done the same.