Denny’s, one of the United States’ largest full service restaurant chains with about 1,500 locations, is in the content marketing game.

It sponsors a fun series, Always Open, where comedian and actor Dave Koechner sits in a booth at a Denny’s with another actor or comedian and makes funny.

Its home is on CollegeHumor.com.  Guests include Jason Bateman, Amy Poehler, Jessica Biel, and Andy Richter.

Paul F. Tompkins’ Speakeasy, which I wrote about a couple of weeks ago, is a similar format for branded content.

Soft-sell and entertaining, Always Open doesn’t push Denny’s on the audience and the show’s participants don’t talk about how great the food is.  Instead, the content is left alone and the end of the show has a tag card with the Denny’s brand logo.  That’s it.

It’s a nice way to promote Denny’s and the classic, relaxed vibe of eating in an American diner with a friend.