Kansas City-based DataSource Inc. has added another big brand to its client lineup: Denny’s.
DataSource will provide managed printing and distribution solutions for all Denny’s restaurants, which have grown to more than 1,700 worldwide. In 2015, the full-service restaurant chain reported $2.7 billion in sales.
When you have a nameplate customer like Denny’s, which is a significant top organization in the casual dining segment, it gets a lot of notoriety both in the industry as well as outside the industry,” DataSource CEO David Holland said.
An account of that size also “creates nice scale” for DataSource, he said.
“From a strategic level, the industry’s moving from national campaigns to in-market campaigns to drive higher revenue growth,” he said. “Companies are looking to outsource complexities and operational marketing and operation processes to companies like us, so they can literally focus on their core business,” he said.
DataSource’s managed printing and distribution solutions will include local store marketing items, print management, branded merchandise and training materials for Denny’s.
The managed marketing operations services provider works with nearly 50 restaurant industry brands and has a supplier network of 230 producers. That network allows DataSource to leverage overcapacity on the procurement and print side and pass the savings on to customers, he said.
Denny’s franchisees also will have access to DataSource’s proprietary technology platform, which allows them to buy print-related materials online and access corporate templates to create customized marketing materials for their stores.
In addition to Denny’s, DataSource also recently scored a contract with Zaxby’s to provide managed printing and distribution solutions. The fast-casual chicken restaurant has more than 800 locations and is one of the top growth companies in the quick-service category, he said.
Like its customers, DataSource also continues to experience growth. During the past five years, the company has averaged double-digit revenue growth and continues to expand its team. It employs 116, including about 70 in the Kansas City office. DataSource plans to hire additional employees this year to coincide with new accounts, Holland said.
DataSource also works with brands such as Applebee’s, Ferrellgas, Save-A-Lot and Cash America International Inc.