The diner chain aims to expand catering revenue to $50,000 per unit by 2026, tapping a $600B breakfast market opportunity.
Denny’s is accelerating its catering business, aiming to capture $150 million in annual sales, a fraction of competitors’ combined revenue. The company earned $1.5 million from catering last year and plans to scale using a revamped national platform via ezCater, with 400 locations already live and 1,000 expected by September’s end.
The chain targets $50,000 in catering sales per unit by the end of 2026, doubling to $100,000 in the following year. ezCater data highlights a $600 billion breakfast market within a 15-mile radius of Denny’s U.S. locations, though the company acknowledges it won’t capture all of it.
Denny’s catering menu includes breakfast buffets, packaged meals, and lunch spreads, leveraging its breakfast equity to attract corporate and large-group orders.