Drive through any American town, and you’re bound to spot a diner. From small communities to major cities, diners have been a mainstay of American social life for well over a century.
There’s comfort in the familiarity of this American institution, even while some diners are moving into the digital age. Denny’s, which operates more than 1,500 restaurants and calls itself “America’s Diner,” is embracing technology to further improve the diner experience.
“When people hear the phrase ‘digital transformation’ used in the context of restaurants, they typically imagine a place where technology replaces human interaction like meals served up via conveyor belt,” says Jason Petralia, Denny’s senior director of operations excellence. “This couldn’t be further from our vision at Denny’s. We’re embracing digital transformation not to strip away the spirit of the experience, but instead to double down on our identity and the way we take care of our guests.”
Order efficiency & accuracy boost CX and EX
A prime example of how Denny’s is innovating is by improving guest and team member experiences with technology. Its new cloud-based point-of-sale (POS) system, which streamlines the order-taking process by replacing pen and paper with wireless handheld tablets, is key to that effort. Already in use at all Denny’s corporate locations, the system is now being deployed across more than 1,400 franchise locations throughout the country.
“While efficiency is certainly a primary advantage of these new systems, it’s really about what those gains translate into for the guest and team member experiences,” says Petralia. “With the new POS system, our servers spend less time running back and forth and more time taking care of our guests. We gain speed and accuracy, and that translates into a more enjoyable experience for both the guests and our servers.”
The entire Denny’s menu is at the server’s fingertips, which means quicker, more accurate orders. And for new servers, the learning curve is much shorter. The devices also offer features such as easy-to-follow workflows for the customization of orders, and even real-time updates regarding out-of-stock items. The improved team member experiences also help Denny’s reduce turnover and better weather the service industry’s labor challenges.
“We’re embracing digital transformation not to strip away the spirit of the experience, but instead to double down on our identity and the way we take care of our guests.”
-Jason Petralia, Denny’s
Improved operations opens the door to new growth opportunities
Embracing digital transformation isn’t just about keeping up with the rush—it’s about staying ahead of the curve in a fast-paced industry and positioning Denny’s for growth, especially for online guests that may never cross the threshold of the restaurant.
With their renewed efficiency, Denny’s team members are better equipped to manage take-out orders, interface with delivery drivers, and ensure every order that goes out is accurate and up to standards. In this way, the in-restaurant transformation has proven crucial as Denny’s expands its virtual brands: The Meltdown, The Burger Den and Banda Burrito. These orders are facilitated as traditional to-go orders through “Denny’s on Demand” and third-party food ordering platforms.
What’s more, Denny’s is now positioned to better leverage data and analytics to lean into different channels to meet guests where they are.
“We believe that the growth of our virtual brands and how they continue to thrive is a differentiating point of our off-premise business,” says Dylan Taylor-Smith, senior director of digital growth at Denny’s. “We are able to leverage our many 24/7 or late-night-staffed locations and the pantry to reach an entirely new audience who is looking for the convenience of that delivery occasion.”
Plans for the future powered by partnership
While these upgrades are already making a difference, Denny’s isn’t stopping there. The company has introduced smart kitchen technologies like internet-connected ovens that ensure ingredients are cooked consistently to perfection. And restaurant operators can monitor operations remotely, from inventory to kitchen efficiency, thanks to these new systems.
Connectivity is at the core of these transformations. WiFi powers tablets and POS systems inside each restaurant, and Denny’s deployed Comcast Business solutions including Managed Router and Business Continuity services to enable reliable connectivity across more than 1,400 locations. Fast, reliable bandwidth will remain crucial as use cases evolve around connected kitchens and digital marketing.
As businesses expand their digital operations, cybersecurity is a growing concern from both a customer privacy and business continuity standpoint. Denny’s has deployed unified threat management provided by Comcast Business to help defend against modern cyber threats.
“Reliability is everything for our business and our brand,” says Petralia. “We’re in all 50 states, with the majority of our locations operating 24/7. Our guests expect top-notch service whether it’s 3:00 a.m. in Miami or noon in Seattle. And that’s why our partnership with Comcast Business is important—they help us so we can deliver around the clock and across our footprint.”
As Denny’s continues to innovate, one thing remains the same: a great experience is what defines “America’s Diner.”
Learn more about how Comcast Business is helping power digital transformation.
Originally posted on CNBC, https://www.cnbc.com/advertorial/2024/10/09/how-dennys-is-using-technology-to-reinvent-americas-diner.html
