CHICAGO - Denny??s is undergoing a bit of an identity crisis. Ten years ago, the family dining chain morphed into a late-night hot spot for 20-somethings. Today, it??s trying to reinvent itself as a place for the over-50 crowd, Advertising Age reports.

Beginning in June, Denny??s is giving AARP members coffee for a buck and 20 percent off their meals between 4 p.m. and 10 p.m. The chain is trying to reach more consumers age 50 and older, said Bill Ruby, Denny??s vice president of media and field marketing, noting that Denny??s is past the half century mark itself.

"We??re embracing -- because we??re open 24 hours -- [that] different dayparts lend themselves to different segments," said Ruby. "If you look at AARP offers, they??re primarily during the week."

"AARP??s boomer-plus membership is more likely to visit casual-dining restaurants on a weekly basis than the general population. It makes total sense for AARP members to build a strong relationship with one of the biggest restaurant chains in America, since everybody benefits," said Jim Fishman, senior vice president and group publisher-AARP Media Sales, in a statement.

Same-store sales at Denny??s has declined despite is Super Bowl ads that promoted free Gland Slam Day. The chain has increased competition from quick-service chains offering late-night hours and breakfast-and-lunch chains, such as Egg Harbor Café and Five Guys Burgers and Fries, said Darren Tristano, executive vice president at Technomic.