Case Study: Denny's achieves scalable personalization and stronger loyalty with Merkle

Denny's builds a scalable personalization engine with Merkle, integrating 7 systems

Merkle assisted Denny's, a well-established fast-casual dining chain, in overcoming its personalization challenges. The brand faced technical limitations, disconnected systems, and a basic CRM program, which prevented it from moving beyond generic messaging to build truly relevant and scaled customer interactions.

The solution involved Merkle orchestrating a unified tech stack and implementing Braze to enable real-time activation of customer data. They designed strategic CRM and loyalty journeys with tailored creative. As a result, Denny's gained a scalable personalization engine to engage guests based on individual preferences, building stronger loyalty and creating a foundation for future innovation.

Denny's