Denny’s, the casual food chain, is getting into the music business via its just launched “Adopt-a-Band” program. The restaurant chain is offering free food and comfort to traveling bands, part of a broader promotional exchange. Participating bands can grab free food at any moment, and host after-show parties at Denny’s locations. “At a time when touring costs are high, Denny’s is here to help,” the company explained on its “Adopt-a-Band” program website.
Participating touring bands will have content featured on the Denny’s microsite dennysallnighter.com including photos, bios, tour dates posted, and one streamed song.
The bulk of participating bands are developing acts, but Denny’s also brokered broader deals with high-profile bands Taking Back Sunday (Warner Bros.), Eagles of Death Metal (Rekords Rekords / Downtown), The All-American Rejects (Interscope), and Plain White T’s (Hollywood Records) — they will create Rock Star Menus consisting of a dish concocted by one of the bands.
In return, the featured band will be expected to visit three Denny’s a month, mention their Denny’s visits on their respective Web sites and post pictures of themselves at Denny’s. Every two months six new bands will be “adopted” and added to the site.
“In value driven times, we know that bands obviously need to eat. We felt good about being able to offer support and have people out there drumming up support,” said Michael Polydoroff, director of sales promotion and licensing, Denny’s. “We looked at a myriad of bands, posted on Sonicbids.com back in March and worked with Filter [Magazine] to narrow down the list. We were looking for great brands who have a huge online following and who will work hard for us.“
Denny’s Adopts Up And Coming Bands — Billboard.biz
Denny’s Late-Night Grub Suddenly Sounds Nice… — Digital Music News
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