Yes, that is for real. Does it lessen Tolkien's creation in some way? Sure does. Is it just capitalizing on the movie adaptation? Yep. Will I try anything on the menu? Probably. I'm a bastard that way. The menu will feature such oddly named items as "Radagast's Red Velvet Pancake Puppies, Bilbo's Berry Smoothie, Gandalf's Gobble Melt, "The Ring" Burger, Lone Lands Campfire Cookie Milk Shake, Seed Cake French Toast and Frodo's Pot Roast Skillet."
This isn't nearly as cool as the Middle-Earth themed pizza parlor that used to be in Lansing, MI, "Bilbo's" in fact it isn't really very cool at all. Bilbo's, for those not in Michigan, was a LOTR themed pizza place complete with fantasy wood carvings and an all fantasy/D&D arcade. Somewhat dirty, decent pizza, dorky atmosphere. It was pretty cool. Denny's? It's still just Denny's. But will I bee eating some Seed Cake French Toast, quite possibly.