Family operators unveil new arsenal of weapons; established family operators like Denny's, Shoney's, IHOP and Bob Evans rapidly are making the transition from their breakfast and no-frills ambience by adopting a more contemporary appearance and targeting all three meal dayparts

Nation's Restaurant News, June 29, 1992 by Bill Carlino

Although Sanders declined to disclose specifics, he revealed that the first of the new Shoney's is scheduled to open this fall in the south Nashville, Tenn., area.

Perkins revamps menu

Like many of its family restaurant counterparts, the Memphis, Tenn.based Perkins wants to hike evening traffic to supplement its strong morning following.

The 410-unit Perkins executed a multipronged approach to achieve daypart equality by redesigning its menu and streamlining it in the process.

"The family restaurant business is different from fast food in that no one menu item makes as great an impact," says Donna Guido, a Perkins representative.

"A new product rollout for a fastfood chain may account for as much as 20 percent of sales. In our segment no one item can do that," she added.

Perkins recently rolled out a summer menu that spotlights several pita pocket sandwich selections and a roster of skewer dishes, such as beef, shrimp, chicken and a combination of all three.

"Products have to earn their way on to the Perkins menu," Guido explains. "We test a menu item thoroughly before we accept it as a permanent fixture. So by the time it's rolled out, it's not all that new a product. Our goal is not to clutter our menu with a lot of items but to maintain it at a certain number."

The 1,400-unit Denny's chain has introduced 10 new varieties of its signature Grand Slams, a section of combination meals budgeted between $3.99 and $6.49.

Denny's new Grand Slam offerings include a series of"All-Star" Slams, such as teriyaki beef, Caribbean chicken and a "Clubhouse Slam"-- a cold-cut combination accompanied by a side of potato salad.

"We've grown with our customer needs," explains Jenifer Harmon, the director of national advertising for the Spartanburg, S.C.-based Denny's. "We've installed a toll-free customer hotline number to field both suggestions and any customer problems."

The nation's largest family restaurant operator also is poised to launch a national baseball hologram promotion in conjunction with the Grand Slam meals and support it with a comprehensive TV and print campaign.

Each time a customer purchases a Denny's Grand Slam meal with a CocaCola, he or she will receive a baseball card fashioned in a hologram print and featuring 26 players, each representing one of the Major League teams.

Harmon adds that 30 Denny's units are slated to open by the end of 199 2, primarily in the Southeast.

To allow expansion into lesser populated markets, Denny's also has unveiled a smaller unit model, which measures out at 2,700 square feet with an 80seat capacity. Denny's standard units contain a 150-seat capacity and a square footage ranging between 4,600 and 6,700 square feet.

Denny's also has amplified its ongoing complimentary birthday meal promotion by means of an introduction of a separate birthday menu. The promotion entitles a customer showing acceptable identification and proof of age to receive a free meal on his or her birthday.

To tout its children's menu, Denny's is testing a co-promotion with Kellogg's cereals to offer a coupon for a free children's meal on the boxes of select brands.