How Denny's Weirdness Wins the Social Media GameDenny's stands out in social media by breaking the rules-- and posting photos of pugs in seas of ranch dressing.

Restaurant chains' social media accounts are usually predictable, filled with food photos, promotions and deals.

Then, there'sDenny's.

Instead of sticking to traditional scripts of promotions and deals, Denny's social media posts are more like that of a teenager. Denny's Twitter is full of commentary on pop culture, live bloggingSaturday Night Live和吸引人的一个方向的男孩乐队成员利亚姆Payne after he ranted on social media about the stress of celebrity life.

@Real_Liam_Paynewish we could send you a Grand Slam to cheer you up right now ;)

-- Denny's (@DennysDiner)January 19, 2014

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Perhaps Denny's weirdest foray into social media is the company's Tumblr. Theteen-friendly blogging platformencourages a niche sense of community, with enthusiastic response for Denny's more eccentric postings. A recent series is Denny's "Build Your Own Gif," which creates moving gifs based off of reader suggestions. Selections includeducklings eating mozzarella sticksand apug paddling a boat through a sea of ranch dressing.

Other social media efforts of the chain include aFacebookpage, which contains similar content to the Tumblr, and anInstagram, which featured a weekly "Elvish Made Easy" series this fall.

If it's any consolation Auburn fans, there are 47 chances to win on the way home.#BCSChampionship#BCSpic.twitter.com/2HZbH3kpsY

-- Denny's (@DennysDiner)January 7, 2014

The chain's unique voice online is a sign that the chain is looking for ways to differentiate itself in the increasingly crowded fast-casual space. Established chains have struggled with capturing the fresh, modern appeal of new fast-casuals, such as Noodles and Co. and Chipotle. Some restaurants, such asPizza Hut and Domino's, are attempting to reenergize their brands by offering new items and redesigning units. Darden is shedding Red Lobster to focus on newer, faster growing options including LongHorn Steakhouse and Capital Grille. Denny's focus on social media, with self-aware and timely pop culture references, has a similar goal of portraying a veteran chain as a young, savvy brand.

We love it like XO.pic.twitter.com/S2ZgZ7AGz9

-- Denny's (@DennysDiner)December 17, 2013

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Denny's last weekreporteda same-store sales increase of 0.9 percent for the fourth quarter, marking the 10^thquarter of the last 11 quarters that the company has seen positive same-store gains. Denny's opened 19 franchise restaurants in the fourth quarter, and closed five system-wide restaurants.

The results are more promising in the light of its competitors' declines. Last quarter,Ruby Tuesdaysaw a 7.8 percent decline in same-restaurant sales at company-owned restaurants and a 5.3 percent drop at franchise restaurants compared to the same quarter a year ago. AtDarden, Olive Garden same-store sales dipped 0.6 percent and Red Lobster sales fell 4.5 percent from the same quarter last year.

Will Denny's efforts pay off? It's unclear--but there's no question that the restaurant is standing out online.

Here's a relevant but old Drake joke from our archives.#SNL#DrakeOnSNLpic.twitter.com/Bc1k4BoeEs

-- Denny's (@DennysDiner)January 19, 2014

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