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‘Continue to ebb and flow over time’: Denny’s chief brand officer on how consumers’ moods inform brand messaging

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‘Continue to ebb and flow over time’: Denny’s chief brand officer on how consumers’ moods inform brand messaging

September 16, 2021 by Kristina Monllos

Despite hopes for a return to normal, it looks like flexibility will continue to be key for marketers this fall. At least — that’s the case for diner chain Denny’s, according to chief brand officer and executive vp John Dillon.

Digiday caught up with Dillon to understand how he’s thinking about marketing now, what changes stay past COVID-19 and how the brand is thinking about working with college athletes.

This conversation has been edited and condensed for clarity.

Earlier this year, there was a sense that business would go back to “normal.” With the delta variant, that hasn’t been the case. How are you thinking about marketing now? 

“Flexibility” is definitely still a keyword in our plans. Because of the dynamic nature of marketing today, the ability and necessity to really turn on a dime sometimes [means you need that flexibility]. Right? We’re watching at all times for what’s happening with the COVID-19 and the variants and how guests are feeling in a restaurant. We really have been focused on consumer needs of value, comfort, convenience and reassurance. 

What do you mean by “reassurance”? 

Reassurance really emerged from the pandemic. What we mean by that is making sure that guests know that it’s safe to eat at Denny’s, all [the] cleanliness matters that we’re going through. And that was never part of our team’s plans before, but it has definitely been part of our marketing plan over the last 18 months. That’s one example. Another is value. Value’s not as important to today’s guest as it has been, but that will continue to ebb and flow over time. Really it is about flexibility. It’s keeping your head on [a] swivel and making sure you stay in tune to what your guests need and, in our case, what our franchisees need to run their business and run it well. I think that [need for] flexibility will continue outside of the pandemic. 

Building in flexibility into deals and having back-up plans does seem like something that sticks long after the pandemic. 

That’s one of the most exciting things about being in marketing right now — we have plans and we have backup plans. We have backup to backup plans based on what’s happening in the marketplace, what’s happening to the guests and the mindset of the guests and where the virus is at. It’s challenging, but also very exciting for marketers to really capitalize on the tools at their disposal today. 

How do you balance meeting consumers where they’re at — i.e. “reassurance” messaging — with brand needs? 

No matter what brand you are, people need to know that you understand their safety is a top priority. So many brands are spending time on that in various ways through the pandemic. My philosophy is this is not going to go away once we’re out of COVID. I think consumer behavior and expectations have changed. They’re always going to want to know that safety and sanitation procedures are being taken. This is something brands will have to work in their toolkit, so to speak, with messaging and push and pull depending on consumer dynamics at the time. So it just adds another element. 

Earlier this summer, the name, image and likeness ruling by the NCAA allowed brands to start to work with college athletes. Tell us how you’re thinking about that shift. 

When it first was announced, I think all brands, and I would say all colleges, all players, were trying to figure out what that means and what is the best way to enact the ability to use a name, image, likeness with brands. What we wanted to do is make sure if we did it, we did it in a genuine way with something that made sense for our brand and also made sense for the players that we work with. So it’s not as simple as just paying a player money but more of, can you do something that works for your brand and works for that particular individual and make it a win-win situation? And that’s why, and, and like I said before, how do we do it in a way that is a little bit different than what you see from others by creating this team [of athletes for Denny’s] and bringing people together, which is part of our branding.

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Joe Smith Jr vs Steve Geffrard live stream: how to watch boxing online from anywhere, full fight, ring walks

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Joe Smith Jr vs Steve Geffrard live stream: how to watch boxing online from anywhere, full fight, ring walks
Joe Smith Jr vs Steve Geffrard TV coverage



(Image credit: Top Rank / ESPN)

The Joe Smith Jr vs Steve Geffrard live stream is about begin. Native New Yorker Smith will put his WBO light heavyweight belt on the line for the first time as he kicks off his maiden title defence against the replacement combatant Steve Geffrard. ESPN has the most accessible coverage across cable and streaming through ESPN+. Read on as we explain how to watch a Joe Smith Jr vs Steve Geffrard live stream today wherever you are anywhere in the world.

Smith Jr vs Geffrard live stream

Date: Saturday, January 15

Venue: Turning Stone Resort Casino, Verona, New York

Smith Jr vs Geffrard ring walk time (approx): 11pm EST / 8pm PST / 4am GMT

Live stream: ESPN/ESPN Plus (US) | Sky Sports (UK) | TSN (CA)

Watch anywhere: try our No. 1 rated VPN 100% risk-free

Smith claimed the WBO light heavyweight crown last April after defeating Maxim Vlasov via majority decision – a win that took his career record to 27-3 with 21 KOs.

The 32-year-old had been scheduled to face Umar Salamov as his first defence back in October, only for that date to be nixed after the Long Islander tested positive for Covid. Their rescheduled meeting was due to take place tonight, but Salamov was forced to pull out after failing to obtain a visa from his native Russia in time.

Callum Johnson was drafted in as Salamov’s replacement, but the British former 175-pound title challenger was also forced to drop out earlier this week after contracting coronavirus.

That means opportunity knocks for short-notice stand-in Steve Geffrard. The 31 year-old is unbeaten since 2013 with a 18-2 record that includes 12 knockouts, but his main credential coming into this fight appears to be his experience as a spar partner for unbeaten unified 175-pound beltholder Artur Beterbiev.

You can watch all of the action from New York unfold, no matter where you are, by following our guide below to watch a Smith Jr vs Geffrard live stream online from anywhere.


How to watch Joe Smith Jr vs Steve Geffrard from outside your country 

There are some great ways of watching Joe Smith Jr vs Steve Geffrard all over the world but you won’t be able to if you’re away from home and blocked from your usual service. To get round that, you need to use a VPN to dial into a country that’s showing the fight. 

VPNs change your IP address making it appear that you’re in a  completely different location. Here’s how to get started.

Use a VPN to live stream Joe Smith Jr vs Steve Geffrard anywhere

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How to watch Joe Smith Jr vs Steve Geffrard online in the US

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How to watch Joe Smith Jr vs Steve Geffrard: live stream boxing in the UK

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How to watch Joe Smith Jr vs Steve Geffrard: live stream boxing in Canada

australia flag

Can you watch Joe Smith Jr vs Steve Geffrard in Australia?

Sadly there’s no confirmed broadcaster for Joe Smith Jr vs Steve Geffrard in Australia at the time of writing. The only alternative is to use one of the best VPN service providers to tap into coverage from another nation, as described above.

The software is generally ideal for this as it allows you to change your IP address and appear to be in a completely different location – and all through a safe, encrypted connection. But do bear in mind that many paid streaming services do require a credit card based in the country the service is from.

Joe Smith Jr vs Steve Geffrard time and date

The Joe Smith Jr vs Steve Geffrard fight takes place on Saturday, January 15 at the Turning Stone Resort Casino, in Verona, New York.

Ring walks for the main event are roughly expected to be as follows.

Joe Smith Jr vs Steve Geffrard ring walk times

  • Joe Smith Jr vs Steve Geffrard time (US and Canada): 11pm ET / 8pm PT / 10pm CT
  • Joe Smith Jr vs Steve Geffrard time (UK): 4am GMT (Sunday, January 16)

Joe Smith Jr vs Steve Geffrard: full card for Saturday’s event

  •  Joe Smith Jr (champion) vs Steve Geffrard (WBO light heavyweight title fight)
  • Abraham Nova vs. William Encarnacion (featherweight)
  • Lyubomyr Pinchuk vs. Jose Mario Flores (heavyweight) 
  • Omar Rosario vs. Raekwon Butler (junior welterweight)
  • Troy Isley vs. Harry Keenan Cruz Cubano (middleweight) 
  • Jahi Tucker vs. Akeem Blac (welterweight)

Kevin Lynch

Kevin Lynch is a London-born, Dublin-based writer and journalist. The author of Steve Jobs: A Biographic Portrait, Kevin is a regular feature writer for a number of tech sites and the former Technology Editor for the Daily Mirror. He has also served as editor of GuinnessWorldRecords.com and has been a member of the judging panel for the BAFTA British Academy Video Game Awards. Alongside reviewing the latest AV gear, smartphones and computers, Kevin also specialises in music tech and can often be found putting the latest DAWs, MIDI controllers and guitar modellers through their paces. Born within the sound of Bow Bells, Kevin is also a lifelong West Ham fan for his troubles.

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Patriots vs Bills live stream: how to watch NFL playoff wild card game online today

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Patriots vs Bills live stream: how to watch NFL playoff wild card game online today
Mac Jones on a Patriots vs Bills live stream



(Image credit: Fred Kfoury III/Icon Sportswire via Getty Images)

They’ve faced each other twice in the past six weeks and shared the spoils, but it’s winner takes all in this belter of a Wild Card Weekend clash, with the Bills looking to stave off the threat of Bill Belichick’s Evil Empire 2.0. It’s their first playoff meeting since 1963, so read on as we explain how to get a Patriots vs Bills live stream and watch the NFL playoffs online from anywhere.

Rookies traditionally don’t win playoff games, but with The Hoody in his corner, Mac Jones could well beat the odds.

The Pats prevailed over the Bills in awful conditions last month by going ALL-IN on their ground game. Though the wind isn’t expected to be as much of a factor as it was then, Sean McDermott should beware any dastardly schemes from his opposite.

The Bills have been consistently inconsistent this season, and the hope has always been that they would come good in the playoffs. That time has arrived, and Josh Allen should be perfectly suited to taking on a defense that has struggled to stop the run this season.

But this game really could go either way, so follow our guide on how to watch the Patriots vs Bills online and get an NFL live stream wherever you are in the world right now.


How to watch Patriots vs Bills from outside your country

If you’ve mismatched a holiday or you’re away on business and you want to watch your country’s coverage from abroad, then you’ll need to use a VPN. This will help you dial in to a location back in your home country to avoid geo-blocks and regain access to the content and services you already pay for back home.

A VPN is generally perfect for this as it allows you to change your IP address so you appear to be in a completely different location when the big game is on. 

Use a VPN to live stream Patriots vs Bills from anywhere


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Patriots vs Bills live stream: how to watch NFL playoffs in the US

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How to watch Patriots vs Bills: live stream NFL in Canada

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Patriots vs Bills live stream: how to watch NFL online in the UK

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How to watch Patriots vs Bills FREE: live stream NFL in Australia

Aatif Sulleyman

Aatif is a freelance copywriter and journalist based in the UK. He’s written about technology, science and politics for publications including Gizmodo, The Independent, Trusted Reviews and Newsweek, but focuses on streaming at Future, an arrangement that combines two of his greatest passions: sport and penny-pinching.

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Joe Smith Jr vs Steve Geffrard live stream: how to watch boxing online from anywhere

Published

on

Joe Smith Jr vs Steve Geffrard live stream: how to watch boxing online from anywhere
Joe Smith Jr vs Steve Geffrard TV coverage



(Image credit: Top Rank / ESPN)

Joe Smith Jr. will be putting his WBO light heavyweight belt for the first time, as the native New Yorker finally steps into the ring tonight for his maiden title defence on home turf. Read on as we explain how to watch a Joe Smith Jr vs Steve Geffrard live stream today and catch all the boxing action online from anywhere in the world.

Smith Jr vs Geffrard live stream

Date: Saturday, January 15

Venue: Turning Stone Resort Casino, Verona, New York

Smith Jr vs Geffrard ring walk time (approx): 11pm EST / 8pm PST / 4am GMT

Live stream: ESPN/ESPN Plus (US) | Sky Sports (UK) | TSN (CA)

Watch anywhere: try our No. 1 rated VPN 100% risk-free

Smith claimed the WBO light heavyweight crown last April after defeating Maxim Vlasov via majority decision – a win that took his career record to 27-3 with 21 KOs.

The 32-year-old had been scheduled to face Umar Salamov as his first defence back in October, only for that date to be nixed after the Long Islander tested positive for Covid. Their rescheduled meeting was due to take place tonight, but Salamov was forced to pull out after failing to obtain a visa from his native Russia in time.

Callum Johnson was drafted in as Salamov’s replacement, but the British former 175-pound title challenger was also forced to drop out earlier this week after contracting coronavirus.

That means opportunity knocks for short-notice stand-in Steve Geffrard. The 31 year-old is unbeaten since 2013 with a 18-2 record that includes 12 knockouts, but his main credential coming into this fight appears to be his experience as a spar partner for unbeaten unified 175-pound beltholder Artur Beterbiev.

You can watch all of the action from New York unfold, no matter where you are, by following our guide below to watch a Smith Jr vs Geffrard live stream online from anywhere.


How to watch Joe Smith Jr vs Steve Geffrard from outside your country 

There are some great ways of watching Joe Smith Jr vs Steve Geffrard all over the world but you won’t be able to if you’re away from home and blocked from your usual service. To get round that, you need to use a VPN to dial into a country that’s showing the fight. 

VPNs change your IP address making it appear that you’re in a  completely different location. Here’s how to get started.

Use a VPN to live stream Joe Smith Jr vs Steve Geffrard anywhere

usa flag

How to watch Joe Smith Jr vs Steve Geffrard online in the US

uk flag

How to watch Joe Smith Jr vs Steve Geffrard: live stream boxing in the UK

canada flag

How to watch Joe Smith Jr vs Steve Geffrard: live stream boxing in Canada

australia flag

Can you watch Joe Smith Jr vs Steve Geffrard in Australia?

Sadly there’s no confirmed broadcaster for Joe Smith Jr vs Steve Geffrard in Australia at the time of writing. The only alternative is to use one of the best VPN service providers to tap into coverage from another nation, as described above.

The software is generally ideal for this as it allows you to change your IP address and appear to be in a completely different location – and all through a safe, encrypted connection. But do bear in mind that many paid streaming services do require a credit card based in the country the service is from.

Joe Smith Jr vs Steve Geffrard time and date

The Joe Smith Jr vs Steve Geffrard fight takes place on Saturday, January 15 at the Turning Stone Resort Casino, in Verona, New York.

Ring walks for the main event are roughly expected to be as follows.

Joe Smith Jr vs Steve Geffrard ring walk times

  • Joe Smith Jr vs Steve Geffrard time (US and Canada): 11pm ET / 8pm PT / 10pm CT
  • Joe Smith Jr vs Steve Geffrard time (UK): 4am GMT (Sunday, January 16)

Joe Smith Jr vs Steve Geffrard: full card for Saturday’s event

  •  Joe Smith Jr (champion) vs Steve Geffrard (WBO light heavyweight title fight)
  • Abraham Nova vs. William Encarnacion (featherweight)
  • Lyubomyr Pinchuk vs. Jose Mario Flores (heavyweight) 
  • Omar Rosario vs. Raekwon Butler (junior welterweight)
  • Troy Isley vs. Harry Keenan Cruz Cubano (middleweight) 
  • Jahi Tucker vs. Akeem Blac (welterweight)

Kevin Lynch

Kevin Lynch is a London-born, Dublin-based writer and journalist. The author of Steve Jobs: A Biographic Portrait, Kevin is a regular feature writer for a number of tech sites and the former Technology Editor for the Daily Mirror. He has also served as editor of GuinnessWorldRecords.com and has been a member of the judging panel for the BAFTA British Academy Video Game Awards. Alongside reviewing the latest AV gear, smartphones and computers, Kevin also specialises in music tech and can often be found putting the latest DAWs, MIDI controllers and guitar modellers through their paces. Born within the sound of Bow Bells, Kevin is also a lifelong West Ham fan for his troubles.

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