Dive Brief:

• Denny's is rolling out a 24/7 online and mobile ordering platform for pickup and delivery called Denny’s on Demand, according to a company news release. A series of digital video spots are promoting the new service. 
• The platform was created with the help of digital ordering provider Olo and includes a total revamp of Denny's mobile app that makes it easier for users to find a restaurant location, place orders and pay for takeout or delivery where available. Customers can also place orders on the Dennys.com mobile and desktop websites. Delivery will be handled through Olo's Dispatch delivery network.
• Denny's on Demand includes additional social media functionality such as ordering via Twitter through a new Direct Messages for businesses feature, and the diner chain will be integrating Facebook into its plans in the coming weeks with a branded chatbot. Denny's isn’t including Snapchat in its new ordering options, but is promoting Snapchat filters that let fans share their Denny's on Demand experiences.  

Dive Insight:

All-night diners like Denny's are known for their convenience and the new ordering platform shows how that role is evolving to better accommodate a growing stable of digital- and mobile-first consumers. Denny's on Demand came from a commitment to leverage new technology in order to reach a wider audience and make dining with Denny's more available for "virtually-connected guests," John Dillon, chief marketing officer, Denny’s, said in the release. 

A recent report from the online restaurant booking service OpenTable found people are willing to embrace new technology that makes dining more convenient. While Denny's On Demand is focused on delivery and pick-up as opposed to the in-restaurant experience, it is still meeting that demand, especially with cross-platform integrations with other sites like Twitter and Facebook. 

Denny's On Demand is entering a crowded field of online delivery providers such as Grubhub, Seamless DoorDash and Postmates. Facebook is also moving to open more online food ordering options through a partnership with Delivery.com and Slice.