1st September, 2014 by Lauren Eads
US diner chain Denny’s has gone upmarket launching a $300 Grand Cru brunch served with Dom Pérignon Champagne.
Photographer: Eugene Gologursky/Getty Images for Denny’s
Its launch comes with the opening of the chain’s first New York eatery located on the ground-floor of a luxury residential building in lower Manhattan, as reported by Bloomberg.
Denny’s was first founded in 1953 and is known for its no-fuss approach to food serving up pancakes and family-friendly dishes in a casual setting.
In a marked attempt to smarten up its image, the chain’s newly opened New York diner will offer a $300 Grand Cru Slam brunch for two which includes a bottle of Dom Pérignon Champagne, a full bar with Prosecco on tap, cocktail menu and an interior boasting copper-stamped ceilings, wood paneling and leather booths.
The full bar is only present in a handful of Denny’s outlets with only 200 licensed to serve alcohol.
Frances Allen, the company’s chief brand officer, told Bloomberg: “The bar is a reflection of what we believe the people of Manhattan want”
“It’s a very weekend brunch place, and it’s also a place where at brunch you expect a cocktail.”
Denny’s started franchising in 1963 with the majority of its restaurants now franchisee-owned.
The Manhattan outlet is owned by Rahul Marwah, who operates 22 Denny’s locations in Texas and California.
Its cocktail menu and pricey brunch was developed by Californian bar manager Mike Capoferri.
Marwah said: “We wanted a craft cocktail program that was at the same time still very approachable and affordable so that we could bring that craft cocktail culture to the masses.
“We didn’t want to lose sight of the fact we’re still a Denny’s.”
And he isn’t worried if his customer choose to pass on the $300 brunch.
“Even if no one orders it it’s worth the chuckle you might get when you look at the menu.”