Denny’s has leaped aboard the Hobbit express with a full new menu featuring dishes inspired by Peter Jackson’s upcoming “The Hobbit: An Unexpected Journey”. The 3-movie franchise, scheduled for a mid-December release, is spinning off merchandising licenses just like the three “Lord of the Rings” movies that Jackson released in 2001, 2002, and 2003 did.
This time around American diners will be getting more than a few goblets and toys: Denny’s pulled out all the stops by flying bloggers to their Spartanburg, SC headquarters to review the upcoming promotions and new menu items.
Xenite.Org (and SF-Fandom) founder Michael Martinez was one of the lucky Hobbit-and-food fans to be treated to a sneak peak. Using the @sf_fandom Twitter account Michael shared his thoughts throughout the day. You can read his review of the menu items on SF-Fandom and check out this impromptu gallery with more pictures from Denny’s Hobbit Sneak Peak.
Although some people are annoyed with the inevitable merchandising that popular movie franchises spin off the Denny’s team went out of their way to stress how many employees — already fans of Peter Jackson’s movies and J.R.R. Tolkien’s books — developed a very stylized selection of dishes that would make the restaurant’s Hobbit offerings truly unique. In addition to the special dishes Denny’s is offering a Hobbit menu (and a kids version), trading cards (including 2 rare “chaser” cards), and exclusive online media, games, and more that patrons will activate with QR Code-capable devices.
Word is that Denny’s will be offering special menus in association with each of the Hobbit movies. This is not the restaurant chain’s first foray into film licensing. They have also developed special promotions in the past for movies such as “Arthur Christmas”, “Madagascar”, and “A Cinderella Story”.
[…] been working with Denny’s Restaurants to promote their upcoming Hobbit-inspired fall menu. Last year Erwin Penland and Denny’s flew several bloggers out for a special preview of their menu. Sadly, there was no such get-together this year, but they came […]