Yesterday, Arwen and I visited the Denny's Corporate Headquarters in Spartanburg, South Carolina. We knew why we were going; Denny's was announcing their partnership with Warner Bros. to introduce menu items and memorabilia inspired by The Hobbit: An Unexpected Journey. What we didn't realize was just how far they had gone to incorporate Tolkien's Middle-earth.
"For The Hobbit, Warner Bros. wanted an entire immersion experience," said Erik Jensen, Denny's Director of Advertising. "Not just something on a cup."
In addition to getting feedback from the film's producers, including Peter Jackson, the Denny's team also hit the books. Senior Manager of Product Innovation and Chef Scott Richard said, "We're a bunch of Hobbit and Lord of the Rings fans. This is a dream for us." And I believe him! When answering our questions, I was honestly surprised by the Tolkien minutia that was thrown around by Denny's executives.