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In the great American diner saga, Denny’s—the beloved establishment known for its questionable meatloaf and syrupy pancakes—is about to wave goodbye to 150 restaurants, like it’s trying to slim down for a summer body after 71 glorious years of serving up endless plates of questionable dietary choices. That’s right, the iconic chain announced in a dramatic earnings call that it’s shutting down a whopping 10% of its locations. Good luck to the diners who thought they could rely on Denny’s for their existential midnight cravings.
Specifically, the plan is to go dark at 50 locations by the end of 2024 and a cool 100 more by 2025. No specific spots were identified, but we’re guessing they might be the ones with the charming décor of musty carpeting and ancient menus that have become more nostalgic than appetizing.
Denny’s executive vice president and chief global development officer, Steve Dunn, has boldly announced they will be targeting “underperforming restaurants.” Translation: if your location can’t pull its weight—read: too old or too far away from the last left turn at Albuquerque—pack your plastic booths and hit the road.
Once the torchbearer of the “always open” ethos, it appears Denny’s is taking a page out of the pandemic playbook and easing the franchise rule of being open 24/7. With a quarter of the locations hitting snooze on those all-o’clock hours, they’ve finally accepted that even the most fervent pancake-lovers sometimes just need a good night’s sleep.
Of course, Denny’s isn’t alone in this gastronomic revolution; it joins a cadre of restaurants quietly changing their hours as they grapple with new customer habits—like going to bed before an average debutante. The sudden spike in early bird dinners and a notable decline in late-night cocktail aspirations have set the culinary world back on its heels—much like a drunken patron who suddenly realizes it’s 2 AM and they’ve just ordered their fifth Grand Slam.
What’s more, Denny’s admits that remaining open 24/7 has become a financial black hole, with foot traffic during witching hours dropping like your hopes for a stylish brunch. Dunn candidly shared that making sense of late-night diners is about as logical as a sober decision at 3 AM.
The company is also getting a makeover in the form of a trimmed-down menu—because who knew more options could lead to more confusion? The menu is being slimmed from a bountiful 97 options to a neatly coordinated 46. Customers on tight budgets are even converting to kids’ meals as if to prove that sometimes, “the simpler, the better” is not just a headline, but a lifestyle choice.
As for the stock market, Denny’s shares plummeted 17% after the earnings report sent investors running for the exit like it was the last call for breakfast. The stock has now nosedived 50% this year, leaving investors wondering if their shares are a well-cooked omelet or just scrambled hopes.
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