Denny’s, Brand Evolution

Spartanburg, SC


Prototype Design
Project Award


Vision 3 Architects was selected to work closely with Denny’s to design their “Brand Evolution” concept. After much research, analysis and study of alternative designs, a program of signature design elements was developed that reinforce and enhance the Denny’s guest experience. The new design program was implemented and tested at six stores in the Chicago area. Denny’s conducted in-store interviews over a two-month period, and focus groups to determine customer appeal of the new Design Standards. The response was overwhelmingly positive. That same year, Vision 3 Architects received the Denny’s “Consultant of the Year” award.


Consultant of the Year


“Vision 3 understands restaurant design. They recognize what drives consumers into restaurants and increases sales. It is one of few times I’ve worked with a design firm that drives sales. They take design as I think it was intended – to serve a purpose. Vision 3 has a customer understanding and awareness that gets results. I’m a happy customer. I would absolutely use them again.”

Nelson Marchioli, Former President and CEO