For generations, Denny’s has been there for us. Late-night study sessions fueled by endless coffee, post-concert Grand Slams shared with friends, and early-morning truckers finding a hot meal and a friendly face.
But now, America’s Diner is dimming its lights at more locations than expected. Originally planning to close 150 restaurants, Denny’s has increased that number to 180 closures by the end of 2025. Already, 88 locations have served their final Grand Slam.
While rising costs and changing consumer habits have played a role, there’s a bigger story here—one about how even beloved institutions struggle when they fail to adapt to our increasingly digital world.
As someone who helps restaurants build their online presence, I can’t help but wonder: could Denny’s have saved some of these diners by better connecting with customers where they actually search for food—online?
The Digital Disconnect
Think about the last time you wanted breakfast at 2 AM. Did you drive around looking for bright lights, or did you pull out your phone and search “24-hour breakfast near me”?
For most of us, it’s the latter. While Denny’s mastered the art of late-night comfort food, they failed to master the art of being found online.
Local restaurants that survived recent challenges had one thing in common: they made themselves easy to find. Their business hours were accurate, their menus were visible, and their reviews were strong. Meanwhile, many Denny’s locations remained digital ghosts—present in the physical world but invisible in the online world where most food decisions now begin.
When “Always Open” Isn’t Enough
Denny’s built its brand on being always open, but today, being open isn’t enough—you need to be discoverable.
A Denny’s might be the closest breakfast spot to someone craving pancakes at midnight, but if a competitor’s IHOP shows up first in their search results, guess where they’re going.
The challenge wasn’t just about showing up in searches. As delivery apps exploded and online ordering became the norm, many Denny’s locations struggled to adapt. While smaller, independent diners quickly pivoted to strong online ordering systems and delivery partnerships, some Denny’s locations remained stuck in a pre-digital era.
A Tale of Two Strategies
Some Denny’s locations got it right. Take the franchise in Henderson, Nevada, which maintained strong online reviews, kept their digital information current, and actively engaged with their local community online. They survived and thrived.
But for every success story, there were dozens of Denny’s locations that remained digitally invisible. Foot traffic declined long before inflation and changing habits dealt their final blow.
Looking Forward: New Locations, New Hope
It’s not all closing signs and farewell parties. Denny’s plans to open 25 to 40 new restaurants, including several Keke’s Breakfast Cafe locations. These new spots have a chance to do things differently—to build with digital discovery in mind from day one.
The truth is, people still want what Denny’s offers. Late-night comfort food. Affordable family meals. A menu with something for everyone. But in today’s world, they need to know you’re there, and that means being as visible online as your sign is on the highway.
The Grand Slam That Wasn’t
Perhaps the saddest part of this story is that many closing locations might have survived if they had adapted sooner to how people actually find restaurants today.
The recipes were right. The prices were fair. But if people can’t find you when they’re hungry and searching, none of that matters.
For other restaurants watching this unfold, the lesson is clear: your digital presence is now as important as your physical one. It’s not about having a fancy website or viral TikToks. It’s about being findable when someone in your neighborhood is hungry and reaching for their phone.
Final Thoughts: A Second Chance for Denny’s?
Denny’s story isn’t over.
With new locations on the horizon, they have a second chance—to blend what made them great, good food served 24/7, with what makes restaurants successful today: strong online presence, accurate search visibility, and seamless digital ordering.
Because in 2025, being “always open” only matters if people can actually find you.
That’s interesting because I was having a difficult time reading the first paragraph. I kept reading and re-reading to try to understand.
I think you’re right, though. People are craving authenticity and originality. Maybe the pendulum has swung a bit too far and it’s coming back.