They’re going for the grand slam of miracles at Denny’s, hoping to make the aging family dining chain hipper, more relevant and more profitable while spending next to nothing on marketing. How? The always-open chain is rebranding its late-night daypart to better embrace alternative rock bands, hoping their legions of twentysomething fans will come along for the ride. Denny’s c.e.o. Nelson Marchioli thinks he can boost late-night business by five percent—that’s $24 million annually chain-wide.