Denny's served up a perfect tweet to tie in to the Apple-Beats deal, the latest in a long line of social media wins for the diner chain.
BREAKING: Denny's Buys Beets for $3 Billion, Makes Huge Salad— Denny's (@DennysDiner) May 29, 2014
The barb, like others from Denny's Twitter account in recent months, was created by Erwin Penland, a Greenville, South Carolina-based agency that has handled the account since last August.
Kevin Purcer, Senior Vice President and director of digital strategy, at the agency says the idea is to emulate the experience of a late-night chat with friends. "You're sitting in a Denny's booth, just hanging out," he says. "You end up talking about all kinds of stuff. Sometimes it gets a little silly."
The volley of silly tweets, which often tie in with the discussion of the day, have doubled the brand's Twitter following over the past year or so. Alan Hanson, content editor and community manager, says he thinks fans appreciate a break from the usual brand repartee on Twitter. "So much social media activity is like 'Do you like burgers? Retweet if so.' It's pretty pointless."
Here are some of the agency's greatest hits on behalf of the brand:
After Auburn's defeat in the BCS National Championship Game in January:
If it's any consolation Auburn fans, there are 47 chances to win on the way home. #BCSChampionship #BCS pic.twitter.com/2HZbH3kpsY— Denny's (@DennysDiner) January 7, 2014
Following the sudden popularity of the \_(ツ)_/¯ emoticon last week:
hi pic.twitter.com/CcsUcZLGp5— Denny's (@DennysDiner) May 21, 2014
[seealso slug="social-media-marketing-facts"]
For Coachella:
The best Coachella look is french toast remnants all over yr face while not appropriating any other cultures.— Denny's (@DennysDiner) April 13, 2014
True Detective:
PANCAKES ARE A FLAT CIRCLE.— Denny's (@DennysDiner) March 9, 2014
Apple's launch of the gold iPhone 5S:
pic.twitter.com/Uf24TaCUfa— Denny's (@DennysDiner) September 10, 2013
It's not clear, however, if there's a direct link between the funny Twitter feed and more butts in Denny's booths. However, last month the company reported its biggest growth in same-store sales -- a key metric for the restaurant business -- in seven years.