Struggling California-founded restaurant chain’s massive comeback play revealed

They’re not going down without a bite.

California-founded Denny’s is known as “America’s Diner” — but the iconic, breakfast-all-day chain known for it’s Grand Slam combo hasn’t exactly been knocking it out of the park in recent years, with more than 150 underperforming locations benched in recent months.

But since their sale to private equity firm TriArtisan Capital Advisors in November 2025, which took the company from public to privately held, the brand has been plotting a major comeback.

In a move they call “Project Grand Slam”, the company is preparing to renovate restaurants, open new locations, and usher in a new leadership team.

The plan began this August with the introduction of the Triple Play Combo meal. The $9.99 deal comes with a drink, starter and choice of entree.

The chain also announced the new Diner QP, a cheeseburger with 50% more beef than a quarter-pound patty.

Project Grand Slam will usher in the renovation of over 350 restaurants and the opening 20 new locations in 2026, followed by another 20 restaurants in 2027.

“They saw an opportunity with this iconic brand to move forward in ways that were maybe hampered after COVID,” Fasika Melaku, Denny’s chief people, enterprise communications, and social impact officer, told USA TODAY about the chain’s new owners.

“Going private gave us an opportunity to redesign our organizational structure to be very focused on what we believe will add value.”

The ambitious project will also introduce a slate of new menu items beginning in October at around 40 locations, including new burgers, new french fries, and new sauces. The new menu is expected to roll out to all locations by next April.

Catering is a key part of the brand overhaul. The chain partnered with catering platform EzCater in August. Over 700 locations are already using the platform, with close to 1,000 locations expected to adopt it by the end of September 2026.

Denny’s also has new leadership. In April, the brand named Chris Bode, who formerly served as COO, the new CEO. The company’s recently hired COO, Aaron Howard, previously held management positions at CKE Restaurants, parent company of Carl’s Jr. and Hardee’s, and Cracker Barrel.

The changes come as a Midwest franchisee, M15 Inc., closed 5 locations in Minnesota and Wisconsin in early September after filing Chapter 7 bankruptcy.

Founded in Lakewood, California by Harold Butler and Richard Jezak in 1953, Denny’s grew from a small donut stand to one of the most recognizable restaurant chains in the nation for its classic breakfast items.

The chain still boasts over 1,300 locations in more than 15 countries.

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