Denny’s Pilots New Loyalty Program
Denny’s is currently piloting a new points-based digital loyalty program, slated for full roll-out in the second half of 2025. Leveraging its existing database of roughly 5.5 million digital guests, the program aims to deliver personalized, one-to-one marketing, sending tailored offers based on actual guest behavior, with the goal of boosting both visit frequency and profit margins. The initiative is designed to reward engagement at every visit and drive between 50 to 100 basis points in additional traffic over time.
The company is responding to challenging economic conditions, with consumers tightening their spending amid ongoing financial uncertainty. Denny’s noted that while systemwide same-restaurant sales dipped slightly in its top four markets—Los Angeles, San Francisco, Houston, and Phoenix—traffic improved among households earning between $50,000 and $70,000. The personalization enabled by the loyalty program is intended to help Denny’s better target and motivate guests during this volatile period.
Alongside the loyalty rollout, Denny’s continues to grow its virtual-brand offerings, including The Burger Den, The Melt Down, and the Banda Burrito. These virtual brands have supplemented off-premises sales (which comprised about 21% of total sales in Q2) and allow for incremental traffic with minimal menu complexity. Financially, the chain reported a modest net income of $2.5 million on $117.7 million in revenues for the quarter ended June 25, 2025, down slightly from the previous year.
Learn more here.
e.l.f. Partners with Four NWSL Players
e.l.f. Cosmetics is deepening its investment in women's sports by naming four National Women’s Soccer League (NWSL) athletes -- Melanie Barcenas, Abby Dahlkemper, Lo’eau LaBonta, and Jaedyn Shaw, as new ambassadors for its "Empowered. Legendary. Females." campaign. This move continues the brand’s multi-year partnership with the NWSL and highlights its mission to celebrate strength, resilience, and individuality in women both on and off the field.
Each athlete brings a unique story of perseverance and purpose. Melanie Barcenas, the youngest signee in NWSL history at just 17, balances a professional soccer career with classes. Abby Dahlkemper, a World Cup champion and veteran defender, has returned to top form after overcoming a serious back injury that once threatened her career. Midfielder Lo’eau LaBonta was once waived by a team but fought her way back to become a captain and receive her first U.S. Women's National Team call-up. Jaedyn Shaw, a rising star forward, made history as one of the youngest athletes to win Olympic gold.
Throughout the remainder of 2025, the four players will represent e.l.f. in various campaigns, including editorial content, social media, public appearances, and interviews. The partnership is part of e.l.f.'s broader commitment to women's empowerment and its long-term role as the official makeup and skincare sponsor of the NWSL through 2027. With additional collaborations with teams like San Diego Wave FC and Kansas City Current, e.l.f. continues to position itself at the intersection of beauty, sport, and advocacy.
Learn more here.
Amtrak Opens Premium Lounge Access to All with New Single Visit Pass
Amtrak is now offering Coach Class passengers access to its premium Metropolitan Lounges through a new Single Visit Pass. Previously exclusive to certain fare levels and loyalty members, the pass is available for $35 at most lounge locations and $50 at the Moynihan Train Hall in New York City. Customers enrolled in Amtrak Guest Rewards can also redeem 1,500 points for a pass online, providing a flexible way to enjoy added comfort before travel.
This move marks a significant expansion in Amtrak’s hospitality offerings, allowing more travelers to relax in quiet, well-equipped spaces that include complimentary snacks, beverages, Wi-Fi, and concierge-style assistance. Select lounges also offer access to conference rooms on a first-come, first-served basis. Amtrak aims to enhance the overall travel experience by creating a more inclusive and comfortable environment for all passengers.
Complimentary lounge access will still be provided to Select Plus and Select Executive Amtrak Guest Rewards members, Acela First Class travelers, and those with private rooms. Interested guests can purchase passes at lounge front desks or online using reward points. Full details, including terms and participating locations, are available on Amtrak’s website.