Denny’s has teamed up with Olo and Sparkfly to integrate a new customer engagement suite. 

The restaurant chain says the initiative will improve the personalization and specificity of its rewards and LTOs in all of its more than 1,600 locations.

The partnership combines Olo’s marketing and guest data tools with Sparfkly’s offer and rewards management platform.

The new ecosystem utilizes real-time data to “provide a frictionless and digital-first user experience, making it easier for customers to earn rewards and receive personalized rewards,” according to a statement. 

“Personalized experiences are key to building and nurturing lasting relationships with our Denny’s guests,” said Luis Martinez, Denny’s senior director of brand intelligence and customer relationship management. 

“For 70 years, we have forged meaningful connections with our customers that go beyond their restaurant visits. By teaming up with Sparkfly and Olo, we will continue to provide our guests with a rewarding experience that will keep them coming back for years to come.”

The creation of personalized rewards will be based on first-party insights and buying behavior data, fueled by Sparkfly and Olo’s suite features. This includes loyalty, offer management, POS middleware, digital wallet, guest data platforms and more. 

“By customizing their marketing initiatives and promotions to cater to each guest’s unique needs, tastes and behaviors, Denny’s will improve the impact of their campaigns, enhance guest engagement and drive company-wide performance. This partnership is a great example of the power of an open platform, allowing Denny’s to select Sparkfly as a partner to integrate with its new and existing Olo solutions,” said Diego Panama, chief revenue officer at Olo.