John Dillon: A Profile in Business Innovation

STRATEGIC BRAND-BUILDER

▪ Brand Strategy. Commissioned, executed, and successfully rolled out turnaround-defining work to identify and amplify industry-differentiated “America’s Diner” positioning and “We Love to Feed People” brand purpose. Served as North Star for aggressive rejuvenation of Denny’s brand across all departments, team members, and franchisees.

▪ Unifying Vision. Mobilized system behind numerous critical initiatives during President tenure, including significant technology investments, launch of industry-first team member education/empowerment program, comprehensive margin improvement program, launch of new value menu, operational improvements, and revamp of pricing process.

▪ Focus on the Future. Led 2023 execution, rollout, and strategy development of full brand “next level” assessment and segmentation, focusing brand strategy and initiatives to position Denny’s for future growth.

BOARD, PRIVATE EQUITY & C-SUITE ADVISOR

▪ Driving Alignment. Exemplary history of working closely with internal teams, guests/customers, cross-functional teams, franchise systems, and boards to drive alignment and results.

▪ Collaboration Within Complexity. Embraces a “bring people with you” philosophy and servant leadership style to lead change and progress within 96%+ franchised organization, encompassing 220 franchise owners. Improved communication and collaboration with creation of Brand Advisory Committees, then tapped to be franchisee ombudsman with Chief Brand Officer tenure.

▪ Board Experience. Present and past service includes Association of National Advertisers (Board of Directors), ANA’s Alliance for Inclusive and Multicultural Marketing (Chair and Board of Advisors), Baylor University’s Hankamer Business School (Board of Advisors) and Women in Business (Board of Advisors), Clemson University’s Erwin Center (Board of Advisors), Adweek (Board of Advisors and Mentor Council).

TURNAROUNDS & RAPID GROWTH DRIVER

▪ Business Results Driver. Led dramatic rejuvenation of Denny’s brand during tenure, including relevancy to younger generations, improved brand sentiment ratings, ten consecutive years of revenue growth (company/franchise AUV up 40% and 24%, respectively) and sequential EBITDA growth (up 28% in same period during tenure).

▪ Change Management. Led Denny’s cross-functional execution and alignment during COVID-19 pandemic, including refocusing system on delivery and takeout growth (from 6% to 25% pre/post-pandemic), creation of alternate revenue streams, and development of margin and menu efficiencies.

INSIGHTS-DRIVEN INNOVATION & CUSTOMER EXPERIENCE CHAMPION

▪ Insights-Driven Innovation. Revamped product pipeline and built rolling 18-month brand calendar with ability to deliver executional excellence and adjust based on market conditions. More than 85% of menu changed or improved during tenure, driving 24% increase in quality perceptions.

▪ Customer Experience Focus. Improved guest satisfaction metrics for Denny’s brand, raising Guest Sentiment metrics from 19 to 42 (+210%) within one-year period (2022–2023). Significantly improved year-over-year turnover despite industry staffing challenges (beating segment by 28%).

▪ Impactful Partnerships. Initiated multiple successful partnerships to improve relevancy of brand and efficiency of media spend. Partnerships included Disney, Paramount, Warner Brothers, Spotify, Pandora, Hulu, Twitter, Facebook, Cardlytics, Waze, Nickelodeon, ESPN, College Humor, Funny or Die, BuzzFeed.

OPERATION L FOCUS + MARKETING EXCELLENCE EXPERTISE

▪ Digital Transformation. Refocused organization on media and digital transformation, inclusive of revamp of website, e-commerce platform, CRM program, and shifting of traditional media to modern omnichannel plan.

▪ Cultural Insights w/Social Impact. Grew brand relevance and affinity metrics among key demographic groups with media/messaging focus, in addition to ESG/Corporate Responsibility programs.

▪ Sought-After Speaker & Expert. Presenter across industries for transformative leadership, demonstrated results, team development, and establishment of rapport with people of all levels and backgrounds.