1962 Denny's Souvenir Placemat Map of the Western United States

A playful c. 1962 placemat view of the Western United States, indicating the locations of Denny's Coffee Shops. It was produced during a period of transition for the company, on the eve of even greater national expansion, as both its name and business model changed.

A Closer Look

Oriented towards the northeast, the map takes in the Western United States, pinpointing Denny's locations, with the heaviest concentration being in Southern California. A corresponding index on the verso gives the full address and phone number of each, including those not yet opened at the time of printing. Highways - various state routes, U.S. routes, or interstates (I-80) - are displayed, a recognition of their importance for the restaurant's business.

From Donuts to Diners

The nationally-recognizable diner chain began life as Danny's Donuts in Lakewood, California, in 1953, one among many new competing donut shop chains in Southern California. The chain spread quickly, aided by its choice of locations near exits of highways, its embrace of mid-century modern 'googie' architecture, and its hallmark feature of being open 24 hours a day. As can be seen here, the chain spread up and down the West Coast and then into the southwest. Finding eager franchisees based on its earlier success, Denny's had over 1,000 locations in all 50 states by 1981.

Publication History and Census

This souvenir placemat was distributed by Denny's Coffee Shops in or around the year 1962. In 1961, Denny's Coffee Shops was renamed simply Denny's, but this map continues to use the old name. Franchising, referred to here, began in 1963, so it appears that this map dates from a brief period of transition sometime between 1961 and 1963. We do not note the existence of this map in any institutional holdings.