Denny's Open For Anything

Denny's wanted to increase brand awareness and foot traffic and introduce itself to the next generation of fans as it returned to its 24/7 heritage. Menu hacks by creators were already a familiar social trope, but the brand's chief brand officer said Denny's did not want creators to simply hack the existing menu; it wanted new items built from their creative personalities. The challenge was earning relevance with younger diners native to TikTok without abandoning the craveable meals loyal guests already ordered.

Influential's answer was the Social Stars Influenced Menu, limited-time meals inspired, developed and named by TikTok creators under the Open For Anything campaign. Twenty-four creators were paired by interests and expertise across food, fashion, gaming, music and comedy; the first six co-developed three meals with Denny's culinary team, sold nationwide from February 24 to June 21, 2022, with paired creator content running on TikTok, Instagram and Facebook and ordering available in restaurant, on dennys.com and in the app.

Making creators product collaborators rather than endorsers gave the content a concrete retail expression, and a fixed nationwide window gave audiences a time-bound reason to visit. Influential reports 1.6M additional attributable visits, ad recall 107% over Instagram and Facebook benchmarks, and 90% to 99% non-negative sentiment. All effectiveness figures are self-reported; the agency's own page carries two stat headings that conflict with their captions, and while Denny's press release confirms the menu program, no third party verifies the agency's results.