Denny’s Names New COO for Turnaround Push
Denny’s brings on restaurant industry veteran Aaron Howard as COO to spearhead turnaround strategy Project Grand Slam and revitalize operations and franchise profitability.
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Denny’s brings on restaurant industry veteran Aaron Howard as COO to spearhead turnaround strategy Project Grand Slam and revitalize operations and franchise profitability.

Denny’s is embarking on a bold transformation journey, appointing renowned restaurant leader Aaron Howard as Chief Operating Officer. Taking the helm during a pivotal moment for the brand, Howard joins as Denny’s launches its turnaround strategy called Project Grand Slam, designed to enhance guest experiences, modernize operations, and reignite profitable growth. For restaurant owners and managers, understanding the significance of Denny’s leadership shakeup is essential as it reflects the intensifying need for experienced, operationally-savvy executives to thrive in today’s competitive dining landscape. The recent shift comes on the heels of Denny’s transition to private ownership, following its $620 million sale, and after periods of sales declines and store closures. By focusing on speed of service, food innovation, facility improvements, and robust systems, the brand is signaling a renewed commitment to operational excellence and franchisee support.
With decades of hands-on experience across quick-service and casual dining giants, Howard’s appointment is strategically timed to address the evolving demands of today’s market. He brings leadership insight from previous roles at CKE Restaurants, Cracker Barrel, and Wendy’s, giving him a deep understanding of both front-line operations and high-level strategy. As COO, Howard is set to oversee Denny’s extensive franchise network, driving performance through discipline, consistency, and a keen eye on guest satisfaction. The Project Grand Slam initiative will focus on new menu offerings, enhanced value propositions, catering and third-party delivery growth, and modernized facilities - all aimed at boosting traffic and franchisee profitability.
Denny’s leadership moves demonstrate that adaptability is crucial for brands navigating post-pandemic realities, labor pressures, and shifting consumer habits. For independent operators and franchisors alike, the focus on strong operations, support structures, and leadership accountability offers a blueprint for how to reinvigorate a struggling brand. Owners should also take note of Denny’s emphasis on integrating team support and frontline engagement as pillars for guest satisfaction. As the industry continues to evolve, replicating this operator-first mindset, supported by disciplined execution and data-driven decisions, becomes vital for ensuring long-term profitability and guest loyalty.
The elevation of Aaron Howard signals Denny’s renewed investment in operational fundamentals and raising the standard across its franchise system. Project Grand Slam’s holistic approach - mixing menu innovation, speed, modernization, and franchisee empowerment - is a timely reminder that holistic execution fuels lasting brand resurgence. For restaurant leaders keen to drive change, the Denny’s playbook offers valuable insights - prioritize agility, empower your teams, and never underestimate the power of operational discipline. Tracking results from Denny’s strategy in the coming months will offer more learnings for owners at every scale, as the entire industry watches how focused leadership can spark meaningful transformation.
Embracing continuous improvement and seamless integrations is more important than ever in today’s restaurant environment. As you follow industry shifts like Denny’s turnaround, remember that connecting your tools - from schedules to compliance to analytics - can give your business a real edge. Stay proactive, stay efficient, and use strategic partnerships and the right technology to power your next phase of growth.