“Our Social Stars Influenced Menu shows how we are Open for Anything and links to our decades-long heritage of being open and welcoming of people from all backgrounds and personalizing our meals to meet their culinary preferences,” Denny’s Chief Brand Officer John Dillon said in a press release. “It also shines a light on the real people who love Denny’s and whose lives reflect the beautiful diversity of the guests we welcome to our restaurants each day.”

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While not entirely revolutionary, it’s a departure from who Denny’s has historically catered to in promotions. Back in 2010, Nation’s Restaurant News reported on a newly inked deal between Denny’s and AARP, giving all members a 20% discount at the diner (that partnership is still going strong with a 15% discount). At that same time when social media was first hitting its stride, the diner used the medium to offer Mother’s and Father’s Day deals to parents. And the chain has long continued to offer a deal for kids under a certain age to eat free.

Why would Denny’s partner with TikTok?

In past attempts to try to be all things to all people, a specific and increasingly large group has gone ignored: Teens and childless 20-40 somethings. It’s trickier to offer a special coupon specifically for that demographic, so it makes sense that Denny’s would want to reach this group in a different way. Where do those people spend a huge chunk of their time? I can answer this with extreme confidence as one of them: TikTok.

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There are still plenty of signs that this pairing isn’t the most natural collaboration. For one, Denny’s newly created TikTok isn’t exactly blowing up—it’s only been around for two days, but for a major brand, hovering under 5,000 followers isn’t great. That’s likely in part because the only TikToks on the page so far don’t follow any sort of trends, aren’t particularly visually appealing, and all are way too similar. Each post is just a hint at one of the 24 influencers tapped to collaborate on Denny’s menu.

That menu also shows a bit of a disconnect. The clunkily named “Social Stars Influenced Menu” is neither short, nor snappy, nor hashtag ready. And the descriptions of each star feels like how my mom would describe people—Matt Taylor being labeled as the “skit maker extraordinaire” offers a special bit of cringe.

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So far, none of the revealed TikTokers have posted about their menu item on their personal page, which feels like a real missed opportunity alongside the announcement. We’ll be keeping an eye out for those posts that hopefully come soon.

What’s on Denny’s TikTok menu?

All this being said, the food itself so far sounds pretty tasty, and the dishes definitely lend themselves to being camera-ready, which hasn’t been a focus of Denny’s in the past. Here’s what premiered this week according to a press release:

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Only time will tell if these dishes will go like hot cakes (pun intended), and if Denny’s will step up its social media game. In the meantime, we can give Denny’s a hat tip for attempting to change and getting behind a message of inclusion. At the very least, we know they’ll always be open for when we burn our holiday meals to a crisp.