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How Denny’s Transformed Loyalty Into a Data-Driven Guest Engine

Denny's Logo
A candid conversation with Nicole Wolack, Senior Director of Digital Guest Experience at Denny’s, and Diane Le, Head of Marketing & Partnerships at PAR Engagement

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Get the insights the real story behind Denny’s loyalty transformation.

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A full program revamp. Half a million members in six weeks. And a loyalty strategy built to scale.

Denny’s didn’t just update their guest experience, they rebuilt their loyalty engine from the ground up. Moving from a coupon-based system to a modern, data-driven, points-based program, the brand is now unlocking deeper insights, stronger franchisee alignment, and measurable traffic lift across dayparts.
In this Customer Spotlight, Nicole Wolack shares how Denny’s:
  • Reimagined the loyalty experience using direct guest and operator feedback
  • Achieved nearly 10 joins per restaurant per day, adding ~500K members in six weeks
  • Turned segmentation and real-time reporting into meaningful, revenue-driving action
  • Secured franchisee buy-in with transparency, field roadshows, and accessible data
  • Partnered with PAR Engagement’s Strategy team to accelerate performance from day one

Featured Speakers

Evan Pardue

Director of Brand & CX,
Condado Tacos

Apryl Felver

Director of Digital,
CKE Restaurants

PE Host

Host
TBA
  • Drive revenue without discounting
    Activate guests, boost repeat visits, and protect margins with every campaign.
  • Trigger engagement at the right moment
    Post-purchase, after redemption, or to re-engage lapsed users—behavior-driven games keep guests coming back.
  • Reach guests anywhere
    SMS, email, push, or QR—no app downloads or logins required.
  • Make your brand shine
    Fully customizable templates match your tone, colors, and seasonal campaigns for a cohesive experience.
  • Move fast and stay agile
    Launch campaigns in days, respond to trends, and stay ahead of the competition.
  • Move fast and stay agile
    Launch campaigns in days, respond to trends, and stay ahead of the competition.