Denny's appoints Lowe & Partner/SMS as new national advertising agency

Business Wire, Nov 3, 1995

SPARTANBURG, S.C.--(BUSINESS WIRE)--Nov. 3, 1995--Denny's has selected Lowe & Partners/SMS as the new creative advertising agency of record for the national chain of family restaurants.

The New York-based agency will be responsible for the creative development and production of advertising and in-store merchandising for Denny's more than 1,500 company and franchise restaurants.

"Lowe & Partners will give us the creative edge we need to develop compelling advertising that builds on Denny's brand positioning as the value leader among family restaurants," said C. Ronald Petty, president and chief executive officer of Denny's.

Lowe & Partners is a full-service advertising agency with annual billings of $510 million. The agency's major accounts include Coca-Cola, Mercedes Benz of North America, Sony Consumer Electronics, Citibank and Perdue Farms.

Denny's, the nation's largest full-service family restaurant chain, serves more than one million customers daily at its over 1,500 company and franchise restaurants in the United States and six foreign countries. Denny's offers a casual dining atmosphere and moderately priced food including value meals like the $1.99 Original Grand Slam Breakfast(R), $2.99 Lunch Baskets and $5.99 Prime Rib Dinner. Denny's is known for being open 24 hours.

Denny's is owned and operated by Spartanburg, S.C.-based Flagstar Companies, Inc. (NASDAQ:FLST), one of the nation's largest restaurant companies. Flagstar also owns Quincy's Family Steakhouse and El Pollo Loco, and is the largest franchisee of Hardee's restaurants.

CONTACT: Flagstar Cos. Inc., Spartanburg

Karen Randall, 803/597-8440 or

Debbie Atkins, 803/597-8361