These days, getting rewarded for dining out is often as simple as downloading an app or signing up online.

Some guests may only use these rewards for occasional discounts, while others return regularly for those small but appreciated perks.

Now, one well-known American diner is preparing to roll out a new system that could completely reshape how it engages with loyal customers.

If you’ve ever ordered a stack of pancakes or taken advantage of a birthday freebie, this upcoming shift may affect how—and why—you come back.


Known across the country for its all-day breakfast and family-friendly atmosphere, this classic diner already offers its customers a handful of exclusive deals through its loyalty program.

Currently, those who sign up for the Denny’s Rewards program receive a 20% off welcome coupon, access to app-exclusive promotions, and a free birthday meal as part of the membership experience.

However, the company has officially announced that these basic perks are just the beginning of what it envisions as a much more dynamic, personalized loyalty experience.

According to executives, a major overhaul is underway—and it promises to reward customers not just for joining, but for how often and how much they spend.


During an August 4 earnings call, company leadership revealed that the new system will operate on a points-based structure.

It will allow guests to earn rewards through repeated visits and purchases.

Executives described the updated program as a “best-in-class, one-to-one marketing program” that leverages guest data to create offers that feel uniquely tailored to each user.

To accomplish this, the revamped platform will track what items customers order during each visit—similar to how websites use tracking cookies to deliver targeted ads.


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This order history will then be used to generate personalized rewards, deals, and reminders—potentially offering guests a more relevant and valuable experience every time they dine.

Internal research has shown that customers enrolled in Denny’s Rewards already visit twice as often as non-members.

This makes the loyalty base a key segment of the diner’s overall customer strategy.


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With the new system focused on points and personalization, the brand is hoping to encourage not just frequent visits but also larger check totals per visit as customers strive to unlock higher-value perks.

While this shift reflects what many fast food and coffee chains have already implemented, it’s still unclear how much of the current rewards system—like birthday gifts—will carry over into the update.

At present, birthday members are entitled to a free Everyday Value Slam, which includes two eggs, two bacon or sausage links, and a choice between two pancakes, two slices of French toast, or a biscuit with gravy.

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Are you a fan of points-based loyalty programs, or do you prefer simpler coupons and perks? Have you used this diner’s current app or rewards program? Do you think tracking orders for personalized offers is helpful—or too much?