Denny’s Japan and creative agency I&S BBDO tackled food waste arising from today’s “Instagram-worthy” food culture. In January 2026, they launched “The 1/2 Parfait”—the world’s first parfait designed to reduce waste without sacrificing photogenic appeal. On September 29, 2026, the International Day of Awareness of Food Loss and Waste, they reported results from approximately 10 months of sales.

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The 1/2 Parfait

The 1/2 Parfait

Since its founding 52 years ago, Denny’s Japan has offered a wide variety of meals and desserts. Recently, some customers said that while they enjoyed visually impressive desserts, portions were sometimes too large. After extensive discussion and prototyping, Denny’s developed a parfait that looks full-sized from the front but reveals a smaller, easy-to-finish portion from the side.

Japan generated 4.61 million metric tons of food waste in 2024, with 2.37 million metric tons—more than half—coming from the commercial sector. A new issue has also emerged, particularly among Gen Z and Gen Alpha: ordering large dishes or desserts for social media photos, then leaving them unfinished.

Denny’s survey found that 54% of respondents had ordered food because it would look good in photos, while approximately one in three had left food uneaten. The findings suggested that choosing large parfaits for social media posts could contribute to food waste.

Because most photogenic parfaits are photographed from the front, Denny’s developed a glass that looks conventional from the front but appears half-sized from the side and holds half the usual amount.

The distinctive shape made mass production difficult. After nearly a year of trials, Denny’s partnered with glass artisan Masao Nakamura of Nakamura Glass Studio in Tokyo. Combining traditional Japanese glassblowing with exceptional craftsmanship, the team created the proprietary “Halved Glass,” preserving the visual impact of a full parfait while reducing its portion.

Following its launch at two locations in Shibuya and Ikebukuro in January 2026, “The 1/2 Parfait” received an overwhelming response, achieving 380% of its sales target within two weeks. The initiative quickly expanded to six locations, selling more than 3,000 parfaits over the four months through April.

Post-meal surveys recorded zero food waste, while 81% of respondents said the experience had made them more conscious of food waste. By making waste reduction enjoyable, the initiative succeeded in changing not only consumer behavior but also younger generations’ attitudes toward food waste.

Subsequently, to allow more customers to enjoy the product, the number of retail locations expanded rapidly to 90 stores nationwide, and mass production of the glasses was also achieved. By September 8, more than 23,000 parfaits had been sold. Many parfaits were ordered to help reduce food waste, and this also succeeded in generating significant sales.

“The 1/2 Parfait” also generated substantial PR impact. Following its launch, the initiative received extensive media coverage, reaching 68 million people and generating more than 15.5 million social media views. Its earned media value exceeded USD 2.5 million.

Denny’s will continue introducing seasonal versions of “The 1/2 Parfait” featuring different fruits and plans to expand sales to 300 locations nationwide in 2027.

Through this program, Denny’s aims to extend its food waste solution beyond its own restaurants to the wider food industry in Japan and around the world—taking another step toward reducing food waste globally.

Sales Information

Product Name: The 1/2 Parfait (Chocolate/Grape)

Location: Available exclusively at 90 Denny’s locations in Japan

Official Website: https://www.dennys.jp/menu/half-parfait/grapes/

Promotional Video: https://www.youtube.com/shorts/czEsCI3v9rs

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