Denny's, the California-founded chain known as "America's Diner," is embarking on a significant comeback strategy under its new private equity ownership. The company, which had over 150 underperforming locations closed in recent months, was acquired by TriArtisan Capital Advisors in November 2025, transitioning from public to private ownership. This shift has paved the way for "Project Grand Slam," a comprehensive initiative aimed at revitalizing the brand.
The project includes extensive restaurant renovations, the opening of new locations, and the introduction of a new leadership team. Fasika Melaku, Denny's chief people, enterprise communications, and social impact officer, stated that going private provided an opportunity to redesign the organizational structure with a focus on adding value, a move that may have been hindered post-COVID.
This August, Denny's launched the "Triple Play Combo" meal, priced at $9.99, which includes a drink, starter, and entree. The chain also introduced the "Diner QP," a cheeseburger featuring 50% more beef than a standard quarter-pound patty. The revitalization plan calls for the renovation of over 350 restaurants and the opening of 20 new locations in 2026, with an additional 20 planned for 2027.
A new menu featuring burgers, french fries, and sauces is set to debut in October at approximately 40 locations, with a company-wide rollout expected by April of the following year. Catering has also become a focal point, with the chain partnering with EzCater. Over 700 locations are currently utilizing the platform, and nearly 1,000 are anticipated to adopt it by the end of September 2026.
In terms of leadership, Chris Bode was named CEO in April, having previously served as COO. Aaron Howard has been appointed as the new COO, bringing prior management experience from CKE Restaurants and Cracker Barrel.
These efforts come amidst challenges for some franchisees, including M15 Inc., which filed for Chapter 7 bankruptcy in early September, leading to the closure of five locations in Minnesota and Wisconsin. Despite these localized issues, Denny's, founded in 1953 as a donut stand in Lakewood, California, continues to operate over 1,300 locations in more than 15 countries worldwide.