Denny’s to Visit Middle-Earth

Denny’s is jumping on the Hobbit bandwagon. In anticipation of the upcoming film version of J. R. R.  Tolkein’s classic novel Denny’s has created a special Middle-Earth inspired menu. Since hobbits eat breakfast twice a day and nosh about seven times a day it is probably not such a bad idea.

Menu items include 11 breakfast, lunch and dinner items such as “Hobbit Hole Breakfast,” “Frodo’s Pot Roast Skillet,” “Gandalf’s Gobble Melt” and the “Build Your Own Hobbit Slam,” which includes limited-time items such as “Shire Sausage.”
“We just felt with the two breakfasts that whole notion of comfort eating and comfort food” were a fit for Denny’s, said Frances Allen, CMO at the restaurant chain. She added that “The Hobbit” has a huge following “across a broad spectrum of people,” including families and millennials, which are Denny’s top targets.

Denny’s will also distribute a trading card pack with select “Hobbit”-inspired entrees that include collectible cards and there will also be QR codes on placemats that will provide additional “Hobbit”-related content.

Story at Advertising Age
h/t @john_overholt