What About Second Breakfast? Denny's to Have a Hobbit-Themed Menu

By Nick Rallo Tue., Oct. 23 2012 at 2:58 PM

Be it a neck-straining wrestling move or some sort of Tolkien-esque adult film, one of the options for Denny's new Hobbit-themed menu definitely is the "Build Your Own Hobbit Slam." It launches on November 6, and will, of course, be the synergetic byproduct of Peter Jackson's The Hobbit: an Unexpected Journey (to be released in December).

Other menu items will include such adult-film sounding entrees as "Hobbit Hole Breakfast," "Frodo's Pot Roast Skillet," "Gandalf's Gobble Melt," and "Two Dwarves, One Bacon Cup." Only one of those is made up.

And, if you're thinking, "but what about second breakfast?" then Denny's CMO is here to answer: precisely. According to Ad Age:

"We just felt with the two breakfasts that whole notion of comfort eating and comfort food" were a fit for Denny's, said Frances Allen, CMO at the restaurant chain.

True, sir, true. Nothing makes me think of Tolkien's detailed work quite like overfeeding myself in the name of a Hollywood film.

Ad Age

And the teaser ad:

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TheCredibleHulk topcommenter

I'm pretty sure I saw those two dudes in the photo at IHOP last Saturday night.

Myrna.Minkoff-Katz topcommenter

Wendy's used to have the best ads. The Russian fashion show was hilarious: "day verrrrrr, very nice..". And, of course, the inimitable Clara Peller and her line, "Where's the beef?"

ChrisYu topcommenter

never been so hungry that i wanted to eat out of a hobbit hole

kergo1spaceship

What a bad campaign......this has to be a joke? Denny's is more out of touch than Wendy's, Domino's and Burger King!

Whats next, the "Honey Boo Boo" menu at Cici's? Or how about the Shrek value menu at Pancho's. Dumb. And I blame you people, the consumers who ask(or appeal) to this shite, and are basically, wrecking our world. This country used to be an idyllic place, now every tramp with a tat and an angle, is empowered.

I go into a freaking Denny's and see a brunch of geeky hobbits, and I walk straight back out-but it is Denny's, so no chance.

kergo1spaceship

BTW, "Second Breakfast" sounds a lot like a blatant copy of Taco Bell's ingenious "Fourth Meal"; the ad people over at Dumpy Denny's can't even get that right! What's next, copying Sweet Gregger's "Dunch" campaign?

Shheeesh.

ps-Give me a million dollars, and I'll work night and day to find a concept that works.