Conill Advertising, Inc. | Agency Profile, Contacts, AOR, Client Relationships
Service: multicultural marketing, Hispanic specialty
- Main Telephone
- (305) 351-2901
Conill Advertising, Inc. Contacts
|Chris T.||Chief Communications Officer||FL|
Sample of Related Brands
|Julia E.||Account Director||FL|
Millennial, Gen-Z Opps: Denny's shifts target market to young consumers
Unlike other diners in the U.S., Denny's has managed to remain on an 8-year growth scale for sales (per Forbes). They did, however, have to close down 56 restaurants last year while opening 30 new locations, hopefully in better spots for business. To survive the nation's shift away from diners, the company hopes to gain the attention of millennials and Gen Z while, of course, keeping its longtime consumers.
Denny's tends to invest heavily in TV: $19.4 million has been spent YTD, per iSpot. This is a slight decrease from 2018, when they spent $20 million in the same timeframe. Denny's spent $37 million on TV ads last year in total; the company is currently on track to decrease that value by about $1.2 million this year. See chart for top show targeting.
Kantar shows a consistent decrease in media spend since 2016. For the first time since 2016, the company stopped using digital search.
Sellers -- If you can get this new campaign in front of younger generations as well as older ones, reach out. Their plans to age down remain strong, as we mentioned in our previous article (see here). Denny's wants to keep everyone using their dining service more than any other in the U.S. Note their plans to rebrand as a place of family time for all American eaters with their "diverse" push. Top channels traditionally include broadcast, digital, OOH, radio and print. This company tends to spend throughout the year with higher digital display spend in Q4, so make plans to reach out soon. Denny's spends ~$2.5 million per quarter on Hispanic media ($10.1 million in total last year).
Agency readers -- AOR for multicultural pursuits has been here.