Denny’s wants to rock.
Yes, that Denny’s.
The 55-year-old family dining chain known for its Grand Slam breakfast and 24/7 service, this weekend begins to revamp its late-night branding with a most unlikely image makeover aimed at twentysomjavascript:;ethings via their taste buds and even their ear buds.
From 10 p.m. to 5 a.m., alternative rock will replace the middle-of-the-road music now piped in. Instead of black pants and collared shirts, wait staff will wear jeans and T-shirts during these hours.
The chain also is launching two late-night-only menus. One is a value menu with items such as nacho cheese fries for $3.99. The other is a “shareable” menu, with seasoned kettle chips, mini-burgers and $7 Sweet Ride Nachos — tortilla chips in cinnamon sugar, fruit, hot fudge and whipped cream. It’s even hired alternative-rock bands to help create late-night items.