Denny’s Strikes It Big with Bowling Promotion
Denny’s restaurants are sending consumers bowling under a new in-store promotion to further extend its support of the Pro Bowlers Association.
The restaurant chain is giving away 10 million free bowling coupons to consumers who order any Denny’s American Dinner Classic entrée, the restaurant’s latest menu offering. Consumers who buy any of the six American Dinner Classic entrees will receive a coupon for a free game of bowling redeemable at more than 2,200 Strike Ten bowling centers nationwide. Three additional entrees will be available this summer.
The promotion runs through Sept. 15, and coupons can be used through Sept. 30. Consumer can log on to Bowl.com/dennys to find the nearest Strike Ten Center.
Online materials, in-restaurant signage and P-O-P support. Publicis Mid America, Dallas, handles.
The coupon offer is Denny’s second promotion involving the Strike Ten. Participating Strike Ten bowling centers are also distributing Denny’s coupons good for 20% off a meal through May 15. The promotions are part of Denny’s three-year sponsorship of the PBA, which kicked off in October 2005. Under the sponsorship, the Spartanburg, SC-based chain is the title sponsor of the Denny’s PBA Tour. Through it, the PBA gives Denny’s free bowling passes to use in promotions.
The partnership, the first for Denny’s in the sporting arena, includes Denny’s signage at all PBA events and in ESPN and ESPN2 broadcasts and promotions. Sponsored bowlers also wear Denny’s logo on their shirts. In return, Denny’s has access to more than 70 million bowlers and 2,200 Strike Ten bowling centers. The sponsorship runs through the 2007-2008 season.
This promotion was designed to build excitement for the PBA during its off-season while driving traffic to Denny’s restaurants, said Michael Polydoroff, Denny’s new director of sales promotion and licensing.
“[The promotion] continues the momentum and the excitement for our customers,” he said. “We recognize that bowling and Denny’s are a great match.”
Polydoroff was appointed to director of sales promotion and licensing for Denny’s effective immediately. In his new position, Polydoroff oversees traffic-driving activities for Denny’s, including lunch and dinner expansion, cross-promotional partnerships and licensed-properties opportunities.
He previously worked at Wilton, CT-based Velocity Sports & Entertainment, LLC, managing sponsorships for the pharmaceutical, sports and entertainment industries.
