Denny's to launch Hobbit-themed menu

All-American diner chain Denny’s is rolling out a Hobbit-themed menu that plays with the notion of ‘second breakfasts’ to coincide with Peter Jackson’s highly anticipated movie release in December.

The all-night greasy spoon will launch one of its biggest movie tie-ins yet with a limited edition menu that will include 11 breakfast, lunch and dinner items like the “Hobbit Hole Breakfast,” “Frodo’s Pot Roast Skillet,” and “Gandalf’s Gobble Melt,” reported this week.

Middle Earth-inspired dishes will be made available across Denny’s outlets in the US beginning November 6, while TV ads will begin airing November 12 ahead of the film The Hobbit: An Unexpected Journey, which releases December 14 in North America.

It’s a clever marketing campaign, given that Hobbits are known to have ravenous appetites, tucking into multiple meals a day which include second breakfasts and elevensies -- both of which occur before lunch.

Diners will also receive trading pack cards with select entrees, while QR codes on placemats will also give customers access to Hobbit-related content like videos and online games, says AdAge.

The last installation of The Lord of the Rings movie franchise, meanwhile, included a major promotional tie-in with Burger King.