NIGHT-OWL VIBE

photo: courtesy of Denny’s and WSJ

Denny’s, based in Spartanburg, S.C., has offered 24 hour restaurant service since 1953.  But according to Julie Jargon (WSJ, June 30, 2009) their late night business has been hurting so last year they created the “Allnighter” program, which includes adopting emerging musicians and offering a “rockstar” menu for night patrons. It gives adoptees $1,000 in Denny’s gift cards so they can eat while touring.  They also use Twitter and MySpace to inform its target market of 19- to 24-year-olds when and where the adopted bands’ after-parties will be held and when new menu items are added.

readings by d. quayle