The diner chain eschews pretty much every marketing convention, and that’s exactly why its efforts stand out so much.
The company’s online personality has been compared to that of a “chill teenager.” Its Twitter feed is filled with juvenile humor, rarely promoting the restaurant’s actual food in any serious way.
None of this goes by the book.
But Denny’s scores tremendous engagement on almost every social media channel, and has developed a cult following of sorts on the web thanks to its quirky content.
Those who go against the grain and pursue methods that counter the mainstream are frequently being rewarded, and in some cases maybe even setting new trends for the marketing world.
Speak their language, even if it might potentially alienate some folks who fall outside of that scope.