While J.R.R. Tolkien quietly pukes in his grave, Denny’s is launching a Middle Earth-inspired menu tied to the movie The Hobbit: An Unexpected Journey. But the journey through Denny’s menu is certainly not something any denizen of Middle Earth would expect, offering dishes such as “Gandalf’s Gobble Melt” and “Build Your Own Hobbit Slam.”
Denny’s, to their credit, appears to be celebrating the simple fare of the Shire-dwellers. The diminutive folk were known to enjoy large portions, and these meals cater to the similarly capacious appetites of the American movie-going public.
Many of the dishes are simply rewarmed stand-bys: “Hobbit Harvest Pies” are just pumpkin and pecan pie by another name. But some of the menu items actually seem to have involved a bit of hard-spun creativity. There’s “Lonely Mountain Treasure” — cubes of seeded cake — and “Radagast’s Red Velvet Pancake Puppies” — balls of pancake batter studded with white chocolate chips. Both are offered with a side of cream cheese icing to speed you on your way to the land of type II diabetes.
There’s also “Bilbo’s Berry Smoothie” (old hobbits have to stay healthy, after all) and “Lone-Lands Campfire Cookie Milk Shake,” which we think could have been more evocatively titled, “Campfire on Caradhras.” On second thought, Denny’s title does sound a bit more tasty.
Denny’s plans to unveil their menu with much fanfare, including a teaser campaign around L.A. that will consist of billboards with a message in one of J.R.R. Tolkien’s fictional scripts. Here’s a quick spoiler: “Middle Earth is coming to America’s diner,” it will read. You can eat like a Hobbit at Denny’s starting November 6th. The specialty menu is planned to last until January, through the first film’s fanfare and release.
For more on the minds behind the campaign and why on Middle Earth Denny’s decided to do it, visit AdvertisingAge.