Denny's Taps Into Nostalgia With Image Rebrand

In a move that pre-dated new CEO John C. Miller, Denny's is spending an estimated $60 million to tap into America's nostalgia for friendlier service and simpler (cheaper) menus. It's repositioning its eateries as diners (instead of the family restaurant mantle it has worn for 58 years) with a folksy campaign, a new tagline ("America's diner is always open") and a new value menu. Check 'em out after the jump, hon.

Denny's 2$4$6$8 value menu spots are a marked contrast to its tough campaign three years ago, which you can see below:

Three years ago, Denny's played tough in a new campaign (below) to promote its popular breakfast menu — from its Jan. 2008 press release:

You might think the familiar glow of the Denny's sign, the brand's famous Grand Slam® breakfasts and relaxed environment make Denny's too nice to play tough in the competitive "breakfast sandbox." You should reconsider. Denny's Corporation (NASDAQ:DENN), America's beloved brand that's been serving up breakfast for more than 50 years, is drawing a line in the sand, and even kicking up a little dirt. Denny's is reinforcing its "real" breakfast dominance by boldly challenging fast food (quick service) restaurants for the first time. Denny's is out to bust so-called "fake" breakfast.