Two new restaurants are taking America by storm: The Burger Den and The Meltdown. Between them, they have more than 2,000 locations. But what makes them different is that you can't actually visit The Burger Den or The Meltdown.
Both are virtual restaurants with no physical storefronts, tables or chairs. Instead, they operate from Denny's kitchens, selling exclusively online and through delivery platforms like Uber Eats.
The strategy has paid off: since Denny's launched the brands in June 2021, they've already amassed 23 million Google Listings impressions. And that's only the tip of the iceberg when it comes to Denny's digital plans: the company is working to not only to drive visibility for its virtual kitchens, but to help customers find and engage with the Denny's brand as a whole.
Derick Jaros, Head of Industry, Commerce at Yext, caught up with Luis Martinez, Senior Director of Brand Intelligence and Customer Relationship Management at Denny's, to learn about the company's digital strategy and remarkable success with Yext.
This interview has been edited for length and clarity.