Denny's: a legacy of serving customers for over 65 years including 27 locations in Missouri

Photo byZac GudakovonUnsplash

Denny's was once a staple of the American diner landscape. In recent years, it has had its ups and downs, especially post-pandemic.

The dining habits of people also change. Some customers have a more discerning taste.

Denny’s is an iconic 24-hour restaurant chain, that can’t be argued, whether you would eat there or not. Like other restaurants, it has had to adapt to please customers’ evolving dining habits.

Denny’s has had increased competition. More fast-casual eateries have cropped up. More modern-styled diners likely led to some of the Denny’s locations needing to close.

Photo byDenny's (6441 S Lindberg Blvd., St. Louis) via Facebook.

According to Denny's Fourth Quarter financials for 2023 released in January 2024, "the Company opened 32 restaurants, including 11 international locations, and closed 57 restaurants, bringing the year-end total restaurant count to 1,631." (Source.)

There are various reasons why popular chain restaurants have closed. There's underperformance, inflation, and financial issues.

Denny's has been serving meals for over 65 years. The restaurant chain boasts about having its light on all the time as its open 24/7.

Denny's has an interesting timeline too. Did you know it began as Danny's Donuts in 1953? It opened in Lakewood, California by Harold Butler and Richard Jezak. In 1956, after Jezak left, Butler renamed the venue to Danny's Coffee Shop and stayed open 24/7. In 1959, Butler needed to change the name again because there was another venue named Coffee Dan's, so the new name became Denny's Coffee Shop.

Photo byDenny's via Facebook.

1961, Denny's Restaurant became the new name. It became international in 1967 opening a restaurant in Acapulco, Mexico. Denny's became publicly traded in the following year. By 1981, Denny's had 1,000 locations.

Denny's relocated its headquarters from Irvine, California to Spartanburg, South Carolina in 1991. In 1994, Denny's became the first major corporation to sponsor Save the Children. By 2000, Denny's was ranked #1 by Fortune Magazine on its list of America's 50 Best Companies for Minorities.

In 2018, Denny's came out with the Mobile Relief Diner, a 53-foot diner on wheels to help those in need. In 2019, 89% of the Denny's locations were remodeled. In the following year, it partnered with St. Jude's Children's Hospital to help battle childhood cancer.

Because of higher costs, this was a reason why 57 locations were closed last year and another 10 to 20 will close in 2024.

Photo byDenny's via Facebook.

Out of the 27 Denny's locations in Missouri, two are in Kansas City, three are in St. Louis, and one is in Springfield. As of May 1, 2024, there are 1,530 locations in the United States. California has the most with 389 locations which makes up 25% of the total number of restaurants. The cities with the most are Houston, Texas with 27 and Las Vegas, Nevada with 25.

This chain has closed older underperforming restaurants and will be focusing on opening new ones in areas that show more promise. The iconic restaurant is supposed to reintroduce its $2-$4-$6-$8 value meal, change interiors, and continue its commitment to quality and customer service.

This diner is still loved by many. As the landscape of diners and restaurants continue to be competitive and evolving, it will be interesting to see if the long-term success of Denny’s continues.

Denny's founder, Harold Butler, died on July 8, 1998, at age 77 in La Paz, Mexico where he retired. Interestingly, he helped to develop the chains of Winchell's Donuts, Naugles, and Jojo's. Butler's wife, Jean, had been a Denny's waitress and franchise owner.

Denny's Corporation, previously known as Advantica Restaurant Group, Inc., had a name change in 2002. Through its subsidiaries, it owns and operates franchised full-service restaurant chains under the Denny's and Keke's Breakfast Cafe brands in the United States and internationally. Keke's is generally located in Florida and Tennessee with one set to open in California.

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