Denny's is a casual dining franchise known for its 24/7 availability and a menu featuring breakfast, lunch, and dinner options, providing a wide range of classic American comfort food.
KEY FRANCHISE STATS
Franchisees
?
1273
+
-8%
-8%
Franchise fee
?
$30,000
Investment
?
$255,000 - $3,057,000
Revenue (AUV)
?
Undisclosed
$1,806,000
+
8.4%
8.4%
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Denny's, a renowned American diner-style restaurant chain, is celebrated for its 24/7 service and classic American comfort food, with a special emphasis on its signature breakfasts. Established as Danny's Donuts in Lakewood, California, in 1953, the brand evolved into Denny's Diner, broadening its menu to include a variety of meals.
The franchise embarked on its expansion journey in 1963, quickly becoming an integral part of the American dining landscape. With its headquarters in Spartanburg, South Carolina, Denny's embodies a strong American heritage.
Denny's international venture began in December 1982 with the launch of its first restaurant in Australia, showcasing the brand's early aspirations for global presence. Over the years, Denny's has innovated with concepts like the Denny's Classic Diner in the 1990s, designed to capture the nostalgic 1950s diner ambiance, and formed strategic alliances, such as the one with Pilot Flying J in 2010, to strengthen its U.S. footprint.
Initial investment
The initial investment required for a Denny's franchise is
$255,000 - $3,057,000.
That is the total cost you would need to finance if you were to start this franchise.
These costs are provided by the franchisor in the Franchise Disclosure Document.
Denny's offers 3 types of franchises:
Facility Type
Initial Investment Range
Denny’s Heritage 2.0 Facility
$1,618,375 to $3,056,875
Nontraditional Denny’s
$255,000 to $826,000
Denny’s within a Travel Center
$953,415 to $1,691,575
We are summarizing below the main costs associated with opening a Denny’s Heritage 2.0 facility franchise.
For more information on the various types of franchises and its costs, refer to the Franchise Disclosure Document (Item 7).
Denny’s Heritage 2.0 facility
Type of Expenditure
Amount
Initial Franchise Fee
$30,000
Site Improvements
$50,000 to $500,000
Building and Improvements
$950,000 to $1,500,000
Architectural Design and Engineering
$30,000 to $60,000
Equipment, Fixtures and Furnishings
$350,000 to $450,000
Signs
$80,000 to $120,000
Standard Enterprise Technology Platform
$25,000 to $40,000
Opening Inventory and Supplies
$20,000 to $30,000
Opening Advertising
$3,000 to $5,000
Opening Menus
$300 to $800
Opening Gift Cards
$74
New Restaurant Opening Training Team
$0 to $36,000
Security Deposits
$10,000 to $15,000
Insurance – 3 months
$15,000 to $20,000
Soft Costs (Permits, Survey, Inspections)
$5,000 to $100,000
Additional Funds – 3 months
$50,000 to $150,000
Total Estimated Initial Investment
$1,618,374 to $3,056,874
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Denny's offers 3 types of franchises:
Facility Type
Initial Investment Range
Denny’s Heritage 2.0 Facility
$1,618,375 to $3,056,875
Nontraditional Denny’s
$255,000 to $826,000
Denny’s within a Travel Center
$953,415 to $1,691,575
We are summarizing below the main costs associated with opening a Denny’s Heritage 2.0 facility franchise.
For more information on the various types of franchises and its costs, refer to the Franchise Disclosure Document (Item 7).
Denny’s Heritage 2.0 facility
Type of Expenditure
Amount
Initial Franchise Fee
$30,000
Site Improvements
$50,000 to $500,000
Building and Improvements
$950,000 to $1,500,000
Architectural Design and Engineering
$30,000 to $60,000
Equipment, Fixtures and Furnishings
$350,000 to $450,000
Signs
$80,000 to $120,000
Standard Enterprise Technology Platform
$25,000 to $40,000
Opening Inventory and Supplies
$20,000 to $30,000
Opening Advertising
$3,000 to $5,000
Opening Menus
$300 to $800
Opening Gift Cards
$74
New Restaurant Opening Training Team
$0 to $36,000
Security Deposits
$10,000 to $15,000
Insurance – 3 months
$15,000 to $20,000
Soft Costs (Permits, Survey, Inspections)
$5,000 to $100,000
Additional Funds – 3 months
$50,000 to $150,000
Total Estimated Initial Investment
$1,618,374 to $3,056,874
Franchise Disclosure Document
Below is Denny's's 2025 Franchise Disclosure Document. Upgrade to Pro or purchase the FDD to view and download the document.
Number of units
Denny's had 1334 total units in 2025, of which 1273 were franchised-owned and 61 company-owned.
Denny's offers an extensive training program for its franchisees. Here’s an overview of the training process:
Before launching the restaurant, the franchisee, along with their Managing Owner or Designated Operator, is required to attend and successfully complete Denny's initial training program.
This program encompasses several key components, including the Franchise Manager-in-Training program and Food Safety Training and Certification.
Following the initial training, all individuals employed by the franchisee as a Managing Owner, Designated Operator, or restaurant manager must participate in and complete further training sessions as advised by the company.
Territory Protection
Under the franchise agreement, aside from the right to operate a Denny’s restaurant at the specified premises, no exclusive territory or territorial rights are granted.
There are no limitations on Denny's or its affiliates from soliciting or accepting orders from customers within your trade area. You must operate the restaurant solely at the location approved by Denny's.
You are prohibited from operating the restaurant or offering any products or services from any location other than the approved one. However, off-site sales may be conducted within a designated area if Denny's grants approval or requires it.
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