Thanks to those Super Bowl chickens, Denny's restaurants are again preparing for Disney World-type lines for another round of free Grand Slam breakfasts.
Complimentary Grand Slams will be available until 2 p.m. today.
Denny's, the nation's largest family restaurant chain, offered the same promotion last February and said it served about 2 million free breakfasts worth about $12 million. At most outlets, long lines and crowded parking lots were common.
The giveaway should be just as popular this time. Like last year, the company introduced the promotion during a series of advertisements during Sunday's Super Bowl. Nielsen Media Research said Monday that the game, viewed by 106.5 million, was the most-watched show in television history.
The ads featured animated chickens expressing shock that they would have to lay so many eggs to meet demand for the free breakfasts.
CBS charged a reported $2.5 million to $2.8 millions per 30-second spot during Sunday's game, but Denny's believes the cost was worthwhile. The company estimated it earned about $50 million worth of public relations after the 2009 ad campaign, Denny's marketing executive Mark Chmiel said last year.
Grand Slam breakfasts, which include eggs, sausage links, bacon and pancakes, typically cost about $6.
The chain has other promotions planned, including a free Grand Slam to people on their birthdays (at participating restaurants). For details, go to www.dennys.com.
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