Denny’s, the beloved American diner chain, has announced a special offer on its popular Grand Slam and All-American Slam breakfasts in an effort to boost sales.
The promotion, which began on March 24, is valid until May 9 and is open to all dine-in customers at participating locations.
According to the Daily Mail, Denny’s saw a 3% drop in same-store sales in the first quarter of 2025, its worst performance in four years, as customers cut back on spending.
Despite the financial hit, the BOGO deal has proven to be a huge success.
In April, nearly 70% of diners took advantage of the promotion, and approximately 4 to 5% of customers are still ordering it, increasing restaurant traffic.
CEO Kelli Valade stated that the deal was critical to customers during difficult times.
“We have been very pleased with this promotion and know that it is critical to our guests that really need compelling value offers during this time of uncertainty,” according to her.
Along with the BOGO offer, Denny’s has seen high demand for its $2, $4, $6, and $8 value menu, which returned last summer after a four-year hiatus.
However, not all customers are happy, and many have been frustrated by the addition of surcharges on egg-based dishes.
Denny’s made the move shortly after rival Waffle House added a similar charge, as both chains face rising egg prices as a result of a deadly bird flu outbreak.
Denny’s had a relatively good first quarter.
The chain reported $111.6 million in operating revenue, a slight increase over the previous quarter.
It also remodeled six restaurants, including five company-owned locations, and increased sales at its sister brand, Keke’s Breakfast Café.
Denny’s, which is currently in debt for $276 million, hopes that closing 178 underperforming locations will improve franchisee cash flow and allow for investments in traffic-boosting promotions.
Looking ahead, the diner expects same-store sales to be between -2 and +1 percent this year, but with the popular BOGO deal in place, there is hope the chain can turn things around.
