Denny's Targets Fast-Food Breakfasts

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Denny's Targets Fast-Food Breakfasts

07/10/2008
SPARTANBURG, S.C. -- Citing a lack of quality, portable breakfast choices, Denny's launched an alternative to fast-food takeout breakfasts with its new takeout program B-FST 2GO, which offers full, real breakfast takeout in customized Denny's Dome packaging. The layered 2GO packaging keeps orders hot and fresh in a single, proprietary container for up to 30 minutes, the company reported.

More than half of time-pressed Americans eat their meals on the go, but choose fast food because of busy lifestyles and time constraints, Denny's stated, noting its B-FST 2GO caters to these consumers by offering a real and complete breakfast that travels well.

"With Denny's B-FST 2GO in our proprietary Dome, consumers don't have to settle for fast food in clamshells or wrappers anymore," Mark Chmiel, executive vice president and chief marketing and innovation officer, said in a statement. "We know that Americans love breakfast all day long, but it has not been an easy meal to carry out. The demand for our signature real, fresh breakfast is there. The challenge has been perfecting the portability factor that our competitors haven't been able to do. Our proprietary Dome positions us for a homerun."

The dome is designed to carry a full breakfast of pancakes, sunny-side up eggs, hash browns -- or any other Denny's meal -- in one container while maintaining overall quality. The base of the Dome is divided into a ventilated area to keep foods like hash browns, french fries and bacon crisp, and a closed area to keep foods like eggs and sausage moist. On top of the base, an insert plate holds French toast or pancakes in an ideal environment, while sealing in the foods below it. Topping it off, a clear lid allows customers to see their order at a glance, according to Denny's.

The restaurant chain also has developed a new B-FST 2GO menu offered in all of Denny's more than 1,500 restaurants. The 2GO program is being supported through national television advertising tags, in-store merchandising and on Denny's Web site.