Denny’s Empowers Local Franchisees with Location Data Management

Denny’s, America’s Diner, has teamed with Yext location data management to help empower franchisees and improve local search performance, increasing search impressions 162%. Denny’s rolled out Yext’s platform in early 2015 across its 1,700 franchise restaurant locations to correct and enhance its location data in organic search results and capture the attention of mobile-empowered diners of all ages.

With over 90% of its system franchised, and a reputation as the friendly, neighborhood diner, Denny’s places significant importance on localizing customers’ dining experiences and wanted a platform that would empower its franchisees in their local marketing initiatives – and that starts with location data as the foundation.

“Our location data simply must be accurate for us to be in, if not stay ahead of, the game. Missing phone numbers, incorrect addresses — that is unacceptable in this day in age,” says John Dillon, CMO of Denny’s. “The cost of inaccuracies is difficult to quantify, since we don’t know exactly how many customers we were losing due to incorrect information. Regardless, at a baseline correct listings is a plumbing issue, and Yext uniquely ensures that all of our listings are accurate across all search channels and devices.”

Location Data Management is critical for the mobile world and Denny’s investment in strengthening its location data across all the sites and apps diners use to find local restaurants with Yext’s PowerListings and Pages products has paid off. Since launch, Denny’s has made over 660,000 corrections and updates to its local listings, and its local Pages have seen a 162% increase in search traffic. http://hospitalitytechnology.edgl.com/news/Denny-s-Empowers-Local-Franchisees-with-Location-Data-Management105114

 

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