Denny's keeps slammin' it ... all night long

Bruce Watson

In an effort to increase its flow of late-night customers, 24-hour restaurant chain Denny's is using an interesting new marketing technique: corporate branding with famous rock stars.

This move makes a lot of sense. After all, Denny's has always had something of a Dr. Jekyll/Mister Hyde personality: during the day, it's the go-to place for old folks to hang out, and the perfect spot for a family to fill up after church. In the sunlight, it's all that is wholesome and decent.

After the sun goes down, however, Denny's transforms. Somewhere around midnight, it becomes the haunt of night-crawling vampires, looking for sustenance. Along with competitors like Waffle House and the occasional IHOP, it is the perfect place for all-night-studying, all-night-partying people in their late teens and '20s to catch a decent, consistently-prepared meal.