Tuesday, December 4, 2007

In an investigation reported on first by Wikinews, Wikileaks today revealed another chapter in the story of the Standard Operations Procedure (SOP) manual for the Camp Delta facility at Guantanamo Bay. The latest documents they have received are the details of the 2004 copy of the manual signed off by Major General Geoffrey D. Miller of the U.S. Southern Command. This is following on from the earlier leaking of the 2003 version. Wikileaks passed this document to people they consider experts in the field to carry out an analysis trying to validate it. Following this, they set out to assess what had changed between 2003 and 2004; including attempts to link publicly known incidents with changes to the manual.

Wikinews obtained the document and did an in-depth analysis. The American Civil Liberties Union had previously made a request to view and obtain copies of the same document, but was denied access to them.

One of the first notable changes to the document relates to the detainees themselves. Previously they read the camp rules during admission processing. Rules are now posted around the camp in detainees’ languages. The English version of the rules is as follows:

Of concern to groups such as Amnesty International who campaign for the camp’s closure, or Human Rights Watch concerned about prisoner handling under the prisoner of war aspects of the Geneva Convention, is the fact that policy for newly admitted detainees still allows for up to 4 weeks where access to the detainee by the International Committee of the Red Cross (ICRC) may be denied. In addition, guards are not to allow ICRC staff to pass mail to detainees.

A new process has been formed which allows guards to determine whether or not a detainee receives awards, or is punished. The form is called a GTMO Form 508-1 (pictured to the right). According to the manual, the form “is used to determine which rewards the detainee will lose or gain,” but “special rewards” can also be earned, outside of the process. One special reward is time allowed outside. Another special reward is a roll of toilet paper, but the detainee cannot share it with others. Doing so will result in “punishment” and confiscation of the roll. If the detainee already has a roll of toilet paper, he is not allowed to have another.

“Guards need to ensure that the detainee doesn’t receive additional toilet paper when the detainee already has it. The amount given to the detainee will be the same amount as normally distributed to the detainee,” states the manual.

No matter how bad a detainee may act, “haircuts will never be used as punitive action” against them, but they can have hair removed for health reasons. They can, however, be segregated from other detainees.

“If a detainee has committed an offense that requires segregation time, even if a segregation cell is not available, the detainee will receive a shave and a haircut for hygiene and medical reasons. If the detainee is IRFed, the haircut and shave will follow the decontamination process,” adds the manual. Barbers are also part of cell searches.

Despite these changes, a great deal of effort has gone into ensuring the furore over detainee abuse does not recur. Rules governing the use of pepper spray (Oleoresin Capsicum, or OC) appear at an earlier point in the manual with considerable expansion. Infractions such as spitting, throwing water at, or attempting to urinate on guards appear as explicitly listed cases where pepper spray may not be used. Extensive decontamination procedures are included in the document, including immediately calling for a medical check on any detainee exposed to pepper spray. This was not previously present.

As a counter to the clearer instructions on use of pepper spray, Wikileaks asserts that many of the stricter rules for guards (referred to as Military Police or MPs in the 2003 manual) aim to reduce fraternisation that may improve detainee morale and adversely influence any interrogation process. Guards are informed in the manual not to take personal mail and parcels within the detention blocks or at any other duty stations. All electronic devices except issued materiel are prohibited, and guards may face disciplinary action should they keep detainees apprised of current affairs or discuss issues in their personal lives.

Additional restrictions on the detainees’ chaplain are included in the revised document. Wikileaks speculated that many of these changes might have stemmed from the widely publicised case of James Yee. Captain Yee, a West Point graduate, served at the Guantanamo Bay base as a Muslim chaplain to the detainees and received two Distinguished Service medals for his work. Following discovery of a list of detainees and interrogators by U.S. Customs in Florida Yee was charged with sedition, aiding the enemy, spying, espionage, and failure to obey a general order. Eventually all charges were dropped with national security concerns being raised should evidence be released.

The most notable changes surrounding the role of the chaplain include its removal as a permanent position on the facility’s Library Working group and its exclusion from the decision process on appropriate detainee reading material. Wikileaks contacted lawyers representing detainees in the camp to perform their own analysis. Their opinion of the changes were that the library operation had been considerably tightened up. Duplicate books are required for the individual four camps to prevent covert use of books to communicate between camps. Periodicals, dictionaries, language instruction books, technology or medical update information, and geography were additions to the prohibited material. Instructions indicate such books must be returned to the source or donor.

The revised SOP manual makes considerable progress on documenting procedures, even those that are remote possibilities. A lengthy addition details rules to follow in the event of an escape or escape attempt. Laced throughout this procedure is an emphasis on having any such incident fully documented and – wherever possible – filmed. The procedure is explicit in how to recapture an escaped detainee with minimal use of force. One additional procedure covers the admission of ambulances to the main base area. A detailed security protocol to ensure only expected and authorised traffic gains access is included, as is a procedure streamlined to ensure the ambulance arrives on the scene as quickly as possible.

Unchanged from the 2003 manual is the set menu of four ready-to-eat meals (Meal, Ready-to-Eat or MRE) issued to detainees. However, additional steps are to be taken for “MRE Sanitization”; supply personnel must remove anything that can damage waste disposal systems— presumably a military term for toilets. Under normal camp conditions, detainees should be fed hot meals as opposed to MREs, but no details on the variety of menu are included.

Wikinews attempted to get feedback on this. US Southern Command passed a query on to Rick Haupt (Commander, U.S. Navy Director of Public Affairs, Joint Task Force at Guantanamo) who responded that “questions were forwarded along with a request to authenticate the leaked document; a response is pending.” At this time no response to emails has been received from the ICRC or Human Rights Watch.

The Pentagon has requested that the document be removed from Wikileaks because “information with the FOUO (For Official Use Only) label is not approved for release to the public.” They then state that the document can be “made available through a Freedom Of Information Act request through official channels.”

Saturday, April 23, 2005Queensland Australia’s Sir Joh Bjelke Petersen, a controversial figure who served as the State’s Premier for 19 years and reigned over the government that later became the subject of the Fitzgerald Inquiry, has died in hospital at Kingaroy, aged 94.

“By any measurement, Sir Joh was an exceptional state builder who will be remembered for consistently placing Queensland first,” said the Australian Governor General, Major General Jeffery, in a statement.

Australian Prime Minister, John Howard: “He was certainly a strong political figure and I extend my condolences to his wife and his family.”

But not all voices were sympathetic, prominent Queensland Aboriginal activist Sam Watson for example: “Aboriginal people will always remember him as a racist, a thug and a dictator.”

Having suffered severe ill-health for some weeks, and declining health for years, Sir Joh passed away at around 6pm AEST. He was surrounded by his family, who had been summoned yesterday by Lady Flo, his wife and one-time Senator, for final goodbyes.

Phrases such as “Don’t you worry about that” and “Goodness gracious me” were like trademarks to the maverick leader.

Known simply as ‘Joh’ to many, he would famously describe press conferences as ‘feeding the chooks’. Today Kingaroy locals taunted waiting press with cries from “You’re chooks, you’re chooks, ha ha” to “Go home, ya vultures”, and some obscenities, reported the Courier-Mail of Brisbane.

His fall from power at the end of the 80s was surrounded in controversy, with the state embroiled in corruption findings going to the level of his deputies, and Bjelke Petersen’s claims of ignorance coming under challenge with charges of perjury. The case was never heard due to a controversial hung jury: the foreman of the jury, Luke Shaw, had been an office-bearer of the Young Nationals — an arm of Bjelke Petersen’s National Party — as well as a member of a group calling themselves ‘Friends of Joh’.

Having had his start in life as a peanut farmer in remote Kingaroy, the former Premier was fit up until the very end, but palsy was paralyzing his muscles and organs, to which he eventually succumbed.

“Throughout his life Sir Joh combined enormous energy, vision and an immense capacity for hard work, most especially during his 19-year term as Premier of Queensland,” the Governor General said.

“What looked to us to be huge risks at the time turned out to be nation building,” said Bob Katter, a former minister of Joh’s Government, who credited Sir Joh with starting the Queensland coal, aluminum and tourism industries.

He is also remembered for dismantling many of the State’s unions, and for a somewhat totalitarian and heavy handed style of keeping control.

Under Joh, street protests were banned and Special Branch monitored extensively those the authoritarian leader saw as subversives, measures prompting Queenslander, Australian Civil Liberties Council, Terry O’Gorman, to comment Sir Joh was “the most appalling premier Queensland has ever had in terms of civil liberties and human rights”.

Joh was also influential in the famous case of the Dismissal by the Governor General of then-Prime Minister Gough Whitlam, in 1975.

In his last years as Premier, he had taken his cause to the nation’s capital, with the “Joh for PM” campaign. But this distraction has been credited with the downfall of his government, with corruption investigations at last being conducted by his stand-in, Bill Gunn.

The body of Sir Joh, who was of Lutheran faith, is to be buried at Bethany, the family property near Kingaroy.

Unsolicited quotes from ordinary Australians, many ex-Queenslanders seeking refuge in southern states, on hearing the news:

“Outrageous bastard! Oh God! That was polite!” — “Karen”

“Guilty as Hell. And that’s where he is now.” — “Michael”

“Yay! Good riddence to bad rubbish” — “Liza”

“The dictator is gone our time 2 sing” — “John. H.”

“Yeah he took a while — about 90 f*cking years overdue!” — “Hose Man”

“The pope an joh at least somethin going right” — “Helen”

“Corrupt f*cking sh*teating Bible-bashing f*ckw*t is dead. And thank f*ck. I haven’t been so happy since September 11!” — “Greg”

“I don’t drink but I’ll be having a red whilst dancing on his grave.” — “Cellest”

“Ding dong the d*ck is dead!” — anon.

“Yeahhh!!! Fucking finally” — “Leo”

“It’s a great day today the Rednecks are silent a great victory has been won” — “Zenner”

Friday, July 27, 2007

The United Nations (UN) World Food Programme (WFP) raised concerns about a dramatic escalation in attacks on food aid convoys by armed bandits in the Darfur region of Sudan. WFP says the attacks constrain its ability to feed the more than two million people in the area receiving aid.

Negotiations over a UN Security Council resolution authorising a joint UN-African Union security force for the region continue but full deployment could take up to a year.

“In the last two weeks, nine food convoys have been attacked by gunmen across Darfur,” said Kenro Oshidari, WFP Sudan Representative. “WFP staff and contractors are being stopped at gunpoint, dragged out of their vehicles and robbed with alarming frequency,” he said.

“These abhorrent attacks, which target the very people who are trying to help the most vulnerable in Darfur, must be brought under control,” he added.

A WFP official told Wikinews that the attacks and robberies have occurred in all regions of Darfur, and that the blame can’t be ascribed to a particular group. “Frequently the bandits are wearing uniforms but often in one group of bandits there may be more than one uniform. Thus, we are not pointing fingers at any one group.” said Emilia Casella, WFP Spokesperson for Sudan. “We are calling on all parties to respect the neutrality of humanitarian convoys and their drivers, who are delivering food to civilians who are victims of the conflict.”

According to WFP, in 2007 so far, 18 WFP convoys have been attacked – “shot at, looted, drivers robbed and/or injured”. Four vehicles were stopped and the drivers and passengers robbed. Six vehicles were stolen, where the gunmen drove away with the WFP staff members still inside, though they were later released. “There were no major physical injuries, but naturally such experiences are very traumatic,” said Casella. “These incidents have occurred in all three of the Darfurs, in areas controlled by various groups or the government.”

In the week of July 15-21, there were five incidents in South Darfur, during which a total of seven trucks were looted of approximately 10.5 tonnes of food assistance.

The Darfur operation is the WFP’s largest humanitarian mission, with about 790 staff working to feed more than two million people every month.

The WFP indicated that it has been difficult to hire and retain the commercial trucking companies used to move food and supplies throughout the region due to the risks involved in the service. WFP Public Affairs Officer in Washington D.C. Jennifer Parmelee told Wikinews that “hiring reliable transport in other insecure environments, [such as] Afghanistan and Somalia, is extremely challenging.”

Air service is employed for remote locations and where delivery by road has become too dangerous.

Parmelee told Wikinews that the “increasing insecurity will almost certainly further constrain [WFP’s] ability to operate in Darfur – it already has.” WFP Spokesperson for Sudan, Emilia Casella, indicated that “humanitarian access is likely to be increasingly difficult due to insecurity.” However, the situation has not prevented all aid delivery. “Despite insecurity and access problems, WFP food assistance reached about 2.6 million people in Darfur last month,” said Casella.

A UN resolution on the deployment of a hybrid African Union (AU) and UN force of 26,000 troops is working its way through the UN. Britain and France presented revisions to the draft, which dropped a threat of “further measures” against Sudan for obstructing peace efforts, though Sudan’s ambassador, Abdalmahmood Abdalhaleem, has objected to the revisions.

A deadline of December 31 exists to transfer authority in Sudan’s Darfur region from the AU to the proposed AU-UN force. Full deployment of all 26,000 troops would take up to one year.

The draft resolution would allow the use of force to protect the mission’s personnel and humanitarian workers and would “protect civilians under threat of physical violence”.

Jennifer Parmelee of the WFP suggests that the deployment of the hybrid force under such a mandate would be a positive development in the aid agency’s ability to carry out their humanitarian assistance. “Sure an expanded AU/UN peacekeeping force would help.” said Parmelee. “As it is, AU is stretched very very thin, and…is unable to accompany most of our convoys.”

According to WFP, there are approximately 12,000 humanitarian workers in Darfur, which is a drop in numbers even though the need for aid workers has increased.

Friday, September 23, 2005

On the corner of Golden Gate Ave. and Jones St. in the Tenderloin, San Francisco, right next to the Civic Center you can see a throng of low-income and homeless people lining up outside of St. Anthony’s Dining Room hall which opens up it’s doors everyday at 11:30 a.m. Volunteers dressed in St. Anthony Foundation shirts help keep the lines moving as hundreds of homeless and low income people shuffle their way towards the dining hall underneath the watchful eyes of a small statue of St. Francis of Assisi.

“There’s a lot of people who go hungry out here and it ain’t right.” says Jimmy Scott, a slightly brawny 44-year-old black man who has been living homeless in San Francisco for the past three years. “There are families out here with kids and everything and they have to walk around all night just to stay awake so they don’t get hurt or killed…Right here in the U.S. this is going on…it ain’t right.”

The dining hall, which has been open for the past 54 years, is owned by the St. Anthony Foundation which helps low income and homeless people and families in the Civic Center, Tenderloin, and SOMA areas with clothing, shelter, food, drug rehabilitation, and many other services. St. Anthony’s administrative offices are found at 121 Golden Gate Ave. with the majority of the foundation’s buildings on Golden Gate Ave. and Jones St.

“We are right in the heart of the homeless population of San Francisco,” says Barry Stenger, 55, who’s been working for the St. Anthony Foundation for one year, and is the Director of Development and Communications, “and people are pushed here because of the economic forces of San Francisco because it’s hard to be upper middle class in San Francisco.”

According to the San Francisco Chamber of Commerce, “San Francisco’s cost of living remains one of the highest in the country” with the average household income in San Francisco being around $76,400 and the average price of housing being $543,000. Average household income for the United States in 2002, according to the U.S. Census Bureau, was $42,409 and the average price of housing for the United States according to the National Association of Realtors was $185,200 in 2004.

“We served our 32 millionth meal on Tuesday,” said Stenger, “and we serve 2,500 meals a day. Some of our people who work here actually get served [food] here because they spend all their money towards rent and medical costs.”

The St. Anthony Foundation was started by Fr. Alfred Boeddeker in 1950 one year after Fr. Boeddeker became pastor of St. Boniface church on Golden Gate St. where he was baptized as a child. During his lifetime, according to the foundation’s website, he was referred to as the “Patron St. of the Tenderloin” and had Boeddeker park named after him because of his, and his foundation’s, achievements with helping out the homeless and low income community.

“[St. Anthony’s] is a good thing,” said Jimmy Scott, “they provide a good service and they feed people and they clothe them and provide furniture when you get housing and give you groceries when you have AIDS. It’s a good little organization.”

“Our dining room is open 365 days a year.” Said Stenger. “Our other facilities are open seven days a week. We have a residence for senior women and our [free medical] clinic is open five days a week and we also have a furniture and clothing store. We have 12 programs all together.”

Some of those programs are the Father Alfred Center which provides 61 men two programs for getting out of drug and alcohol abuse, the Employment Program/Learning Center which helps participants in educational and employment opportunities and provides each one with a personal staff advisor, and a Senior Outreach and Support Services center which states its mission is to “promote independence, self determination, and alleviate isolation” for seniors who are 60 and older.

A few homeless people who were interviewed complained that St. Anthony’s had some staff who were rude and that they were kicked out of the dining hall; other homeless within the area refuted those claims saying St. Anthony’s has nice staff and only kicks people out who cause trouble.

“It’s a good place and good people. Everybody is so kind and so respectful and everything is under control.” Said John Henderson, a tall and skinny 57-year-old homeless black man who has only been living in San Francisco for close to two months because he recently moved there from Phoenix, Arizona. “It’s pretty cool because they’re under control because yesterday I saw at Glide [Memorial Church which also has services for the poor and low income] and they were handing out food boxes and people were just rushing in and the woman in charge there was freaking out and so she just sat down. That would never happen at St. Anthony’s.”

“And they clean too!” Henderson said laughing with a grin on his face referring to the fact that there are no drugs allowed in the premises. “Not that Glide ain’t clean if you know what I mean.”

“We [also] have a whole division that deals with justice education and advocacy to change the system that brings people to our doorstep.” Said Stenger. “We hear a lot of appreciation from the people we serve. We get a lot of testimony from our clients who have become clean and sober. Sometimes we have to push them a little to get them out the door because they love the [foundation] so much because it has changed their lives.”

Friday, February 6, 2009

Denny’s 1,600 chain restaurants across North America, Puerto Rico and Canada, were slammed for eight hours Tuesday with hungry patrons standing on sidewalks for nearly two hours to take advantage of the $5.99 “Grand Slam Breakfast” giveaway.

Denny’s, a dining chain with annual revenue of about $900 million, has advertised in a TV commercial Sunday during the Super Bowl XLIII that it would give away its signature breakfast from 6 a.m. until 2 p.m. local time Tuesday, at all its restaurants in the U.S., Canada and Puerto Rico, while supplies lasted.

Denny’s Diner has promoted the iconic dish giveaway heavily, with a bold 30-second appeal ad that aired during the third quarter of the Super Bowl 43 on Sunday, plus another 15-second ad during the post-game show, offering a free breakfast to some 90 million viewers. In addition, it has placed a full-page ad in USA Today‘s Monday edition. The promotion was further announced on The Today Show and notices were also sent out to the chain’s “Denny’s Breakfast Club” members.

The NBC ad, which was bought to unveil a new promotion for customers squeezed by the recession, may have cost as much as $3 million, said Nelson Marchioli, CEO of Denny’s Corp. Super Bowl XLIII’s 30-second commercial time slot costs $2.4 million–$3 million for the airtime alone, excluding production and talent costs.

The game was televised live by the US NBC Sunday Night Football and Canada’s CTV Television Network. BayTSP has reported that, “as of 10 a.m. Wednesday, commercials that initially aired during NBC’s Super Bowl XLIII broadcast subsequently had been watched online more than 28 million times.”

“The promotion has a total cost of $5 million U.S., which includes $3 million for the commercial on NBC,” said a Denny’s spokesman, noting also that the company received about $50 million in news coverage, most of which was positive. According to a Denny’s representative, two million people walked through the restaurant chains’ doors Tuesday, and each Denny’s restaurant served an average of 130 Grand Slams per hour.

With the “Denny’s Feeds America” promotion, the company has reported 14 million hits on its Web site between Sunday night and Monday morning. Denny’s shares rose 6 cents, or 3.1 percent, to $1.98 in afternoon trading. The stock has traded in a range of $1.18 to $4.10 over the past 52 weeks.

“Denny’s free Grand Slam” has ranked in the top 10 Google searches early Tuesday and fell to No. 18 by the end of the promotion, while “denny s locations” was #9 on Google Trends, which tracks fast-rising searches. It has also held spots No. 1 (Denny’s) and 7 (Grand Slam) on Twitter‘s trending topics. It has generated much chat on Twitter, garnering 1,700 tweets on Tuesday, compared with its average of 59. Doritos, winner of the USA TODAY survey for best Super Bowl spot ad, had 933 mentions after reaching a peak of almost 3,300.

The idea of the TV ad was to get people to come in and re-evaluate Denny’s Diner. “A lot of people have forgotten what Denny’s is, or they think they know, while we’ve come out with a whole lot of new products. We felt like we needed to jump start the brand,” Denny’s Chief Marketing and Innovation Officer Mark Chmiel said.

“We’re celebrating the Grand Slam this year,” Chmiel said. According to the company’s financial data, on January 15 Denny’s reported systemwide comparable-store sales for the fourth quarter were down 6.1 percent, compared to a 0.2 percent decline from the same period in 2007.

According to Robert Gonzalez, public relations company Hill & Knowlton spokesman, Denny’s has expected at least 2 million people to eat a free Grand Slam by the end of the promotion. “Every restaurant is packed with people and lines,” Gonzalez said. “Everything today is about fast. People are on the go, and they’re eating fast food. It’s cutting into sit-down dining,” he added.

“Each of the more than 1,500 Denny’s were planning to make about 100 Grand Slams an hour,” Denny’s spokeswoman Cori Rice said. It had predicted it will have served about 1,400 people per location, more than five times the normal volume. “Grand Slam Breakfast” is a four-item option on its menu, consisting of two pancakes, two eggs, two strips of bacon and two sausage links. It weighs in at 44 grams of fat, 56 carbohydrates and 770 calories.

Nationwide, Denny’s expected to sell about 2 million Grand Slams — about 15 percent of the annual tally. According to Mark Chmiel, chief marketing operator and executive vice president, the diner chain has reported approximately 2 million meals worth more than $12 million were given away nationwide and each Denny’s restaurant served an average of 130 Grand Slams per hour. It estimated it has earned about $50 million worth of public relations following the free Grand Slam campaign, Chmiel said.

The company is also experimenting with a Grand Slam Burrito and also has introduced for this year, a Grand Slamwich, which includes eggs, bacon, sausage and cheese between two slices of bread, with a teaspoon serving. “It already has shown strong consumer appeal,” said Chmiel. The company has received flood of e-mails and letters proving the positive impact of the Grand Slam campaign and commercials on its customers.

Chmiel also announced he’s planning a third major promotion in this year’s third quarter, which happens to include another major sporting event, the World Series. “That’s one we’re definitely looking at,” he said.

Jobless Paris Winslow of downtown San Francisco, California has joined the long line which stretched from the front door on Mission Street, between Fourth and Fifth streets, to the corner of Fourth and up the block. “The economy is getting kind of scary. This line looks like those pictures of soup kitchen lines during the 1929 Great Depression,” Winslow said.

“I came all the way from San Francisco for a free $6 meal, Isn’t that pathetic? A year ago, I never would have done this. These days I’m willing to put my ego on the back burner,” said Stephen Weller, a jobless contractor who waited with his dog, Emmett. California Denny’s restaurant managers have issued rain checks (for free chilled meals, as security backed by actual bacon) to anyone who failed to get in by the 2 p.m. deadline.

A big eater could also “Slam It Up” by adding any two additional items for 99 cents each to their meal. Customers on Tuesday were also handed “bounceback” coupon books that include offers for additional free menu items with purchases. Chicago Tribune reporter Kevin Pang has eaten five free Grand Slams on Tuesday at five different Denny’s Diners in four hours. He claims to have consumed 4,100 calories at Harwood Heights, 5:36 a.m, at Schiller Park, 6:22 a.m., at Franklin Park, 7:08 a.m., at Melrose Park, 7:41 a.m. and at Grand Slam No. 5 Oak Park, 8:57 a.m.

“The Grand Slam has always been a Denny’s favorite. This free offer is our way of reacquainting America with Denny’s real breakfast and with the Denny’s brand,” Denny’s CEO Nelson Marchioli said in a statement. In 1977s, the Grand Slam started as a baseball-related promotion in Atlanta, Georgia. Its normal price averages around $5.99. Marchioli said the event was also a way to kick-off its “Year of the Grand Slam” promotion. Denny’s claimed it has sold 12.5 million Grand Slams a year.

“The economy’s tough and people are jumping all the way to fast food to try to figure it out. We all use fast food, whether it’s for time or convenience or for money. But you can go to Denny’s and you don’t have to give up a real breakfast and that was the whole focus of our commercial,” Marchioli explained. McDonald’s (MCD, Fortune 500) has done well during this economic meltdown since the global recession pushes people toward less expensive dining options.

McDonald’s has announced plans Wednesday to open 175 new restaurants in China this year despite the global economic crisis, thereby increasing the number of outlets in China by 17 percent, from 1,050 currently. Last month, McDonald’s 2008 net profit has risen 80 percent from 2007 to 4.3 billion dollars.

Marchioli has also introduced Denny’s $4 Weekday Express Slam, which is a streamlined version of the Grand Slam. “I want to take back share. For too long, we have allowed others to take share, whether it was Starbucks or McDonald’s. They’re fine competitors and I don’t expect to take all their business from them, but I’d like a little bit back,” Marchioli noted.

According to Rafi Mohammed, author of “The Art of Pricing,” people love free. “It triggers a Pavlovian response in people,” said Mohammed. If Pavlov’s dogs salivate when a bell rings, Denny’s free Grand Slam breakfast has attracted 2 million hungry customers. “I believe free maximizes trial and doesn’t devalue a product as long as it is a rare event. Aside from the cost, the major downside is that it attracts customers who truly have no intention of coming back,” he added.

According to University of Portland consumer psychology professor Deana Julka, people flock to free promotions amid just a few dollars saving because there’s nothing in life for free. “So when there’s something out there that costs nothing, it creates a psychological rush. Especially in these times when people feel overtaxed or overburden, there’s an internal reward people feel by getting something for free,” she said. “It’s being thrifty and feeling like you beat the system. Free really hits the spot for a lot of people,” Julka added.

“Free is an emotional hot button. When free is concerned, there is no downside – or, at least, we don’t see the downside immediately. So we overvalue everything that is free. People love free stuff, particularly when money’s tight,” said Dan Ariely, a business professor at Duke University, author of “Predictably Irrational: The Hidden Forces That Shape Our Decisions.”

Experts, however, explained these moves need to be done sparingly, since giveaways can teeter in the balance between desperation and a well designed marketing ploy. “Giving your product away for free is not worth it because it undermines your brand value,” said branding expert Rob Frankel, saying people are attached to the idea of it being free, than the actual product itself.

Free giveaways are not anything new in the food industry. “It just feels good when you can get something for free and not have to worry about it coming out of your wallet,” Frankel noted. Dunkin’ Donuts and Panera Bread all have had free coffee and food promos last year. “In November, Starbucks gave away free cup of coffee to anyone who came in on Election Day. Have you taken a look at how Starbucks is doing now?” Last week it has announced it would shut down 300 stores, in addition to the 600 it already planned to close.

On February 24, IHOP will be offering a free shortstack to every customer to encourage donations (in place of the cost) for Childrens Miracle Network. The International House of Pancakes (IHOP) is a United States-based restaurant chain that specializes in breakfast foods and is owned by DineEquity. The chain had more than 1950 restaurants in all 50 states, the U.S. Virgin Islands, Canada and Mexico. Since 2006, IHOP’s National Pancake Day celebration has raised over $1.85 million. In 2008, over 1.5 million pancakes (12 miles high if they were stacked) were given to customers for donations.

Denny’s (“Denny’s Diner”) is a full-service diner/family restaurant chain in the United States. It operates over 2,500 restaurants in the United States (including Puerto Rico), Canada, Curaçao, Costa Rica, El Salvador, Jamaica, Japan, Mexico, and New Zealand). The resto chain is known for always being open, serving breakfast, lunch, dinner, and dessert around the clock.

Today, Denny’s operates about 1,600 restaurants in all 50 U.S. states, Canada and Mexico. There are also about 578 Denny’s restaurants in Japan operated under a license by a subsidiary of Seven & I Holdings, seven Denny’s locations in New Zealand, and approximately 38 Denny’s diners in the United States. Denny’s headquarters is now located in Spartanburg, South Carolina, headquarters of the parent company Trans World Corporation that acquired Denny’s in 1987.

Denny’s was historically notable for offering a free meal to anyone on their birthday. The offer included a limited number of meal options from a special birthday menu. The promotional ritual ceased in 1993, though occasionally individual franchises will continue the tradition.

In 2008, Denny’s has ceased to be in the ranks among the top diner chains in the $83 billion breakfast market, whose top five firms — McDonald’s, Starbucks, Dunkin’ Donuts, Burger King and IHOP — accounted for 22 percent of the volume. “A lot of consumers have written Denny’s off their let’s-go-there list,” said Ron Paul, president of Technomic, a consulting firm.

Super Bowl XLIII was an American football game between the American Football Conference champion Pittsburgh Steelers (15–4) and the National Football Conference champion Arizona Cardinals (12–8) to decide the National Football League (NFL) champion for the 2008 NFL season. It was played on February 1, 2009, at Raymond James Stadiumin Tampa, Florida. It has an attendance of 70,774 and 98.7 million viewers. Pittsburgh earned its sixth Super Bowl win, thus securing sole possession of the record for most Super Bowl wins.

Thursday, April 7, 2011

Late last month, the American Civil Liberties Union (ACLU) and Electronic Frontier Foundation (EFF) filed objections to the United States Government’s ‘secret’ attempts to obtain Twitter account information relating to WikiLeaks. The ACLU and EFF cite First and Fourth amendment issues as overriding reasons to overturn government attempts to keep their investigation secret; and, that with Birgitta Jonsdottir being an Icelandic Parliamentarian, the issue has serious international implications.

The case, titled “In the Matter of the 2703(d) Order Relating to Twitter Accounts: Wikileaks, Rop_G, IOERROR; and BirgittaJ“, has been in the EFF’s sights since late last year when they became aware of the US government’s attempts to investigate WikiLeaks-related communications using the popular microblogging service.

The key objective of this US government investigation is to obtain data for the prosecution of Bradley Manning, alleged to have supplied classified data to WikiLeaks. In addition to Manning’s Twitter account, and that of WikiLeaks (@wikileaks), the following three accounts are subject to the order: @ioerror, @birgittaj, and @rop_g. These, respectively, belong to Jacob Apelbaum, Birgitta Jonsdottir, and Rop Gonggrijp.

Birgitta is not the only non-US citizen with their Twitter account targeted by the US Government; Gonggrijp, a Dutch ‘ex-hacker’-turned-security-expert, was one of the founders of XS4ALL – the first Internet Service Provider in the Netherlands available to the public. He has worked on a mobile phone that can encrypt conversations, and proven that electronic voting systems can readily be hacked.

In early March, a Virginia magistrate judge ruled that the government could have the sought records, and neither the targeted users, or the public, could see documents submitted to justify data being passed to the government. The data sought is as follows:

1. Personal contact information, including addresses
2. Financial data, including credit card or bank account numbers
3. Twitter account activity information, including the “date, time, length, and method of connections” plus the “source and destination Internet Protocol address(es)”
4. Direct Message (DM) information, including the email addresses and IP addresses of everyone with whom the Parties have exchanged DMs

The order demands disclosure of absolutely all such data from November 1, 2009 for the targeted accounts.

The ACLU and EFF are not only challenging this, but demanding that all submissions made by the US government to justify the Twitter disclosure are made public, plus details of any other such cases which have been processed in secret.

Bradley Manning, at the time a specialist from Maryland enlisted with the United States Army’s 2nd Brigade, 10th Mountain Division, was arrested in June last year in connection with the leaking of classified combat video to WikiLeaks.

The leaked video footage, taken from a US helicopter gunship, showed the deaths of Reuters staff Saeed Chmagh and Namir Noor-Eldeen during a U.S. assault in Baghdad, Iraq. The wire agency unsuccessfully attempted to get the footage released via a Freedom of Information Act request in 2007.

When WikiLeaks released the video footage it directly contradicted the official line taken by the U.S. Army asserting that the deaths of the two Reuters staff were “collateral damage” in an attack on Iraqi insurgents. The radio chatter associated with the AH-64 Apache video indicated the helicopter crews had mistakenly identified the journalists’ equipment as weaponry.

The US government also claims Manning is linked to CableGate; the passing of around a quarter of a million classified diplomatic cables to WikiLeaks. Manning has been in detention since July last year; in December allegations of torture were made to the United Nations High Commissioner for Human Rights regarding the conditions under which he was and is being detained.

Reports last month that he must now sleep naked and attend role call at the U.S. Marine facility in Quantico in the same state, raised further concern over his detention conditions. Philip J. Crowley, at-the-time a State Department spokesman, remarked on this whilst speaking at Massachusetts Institute of Technology; describing the current treatment of Manning as “ridiculous and counterproductive and stupid”, Crowley was, as a consequence, put in the position of having to tender his resignation to Secretary of State Hillary Clinton.

Despite his native Australia finding, in December last year, that Assange’s WikiLeaks had not committed any criminal offences in their jurisdiction, the U.S. government has continued to make ongoing operations very difficult for the whistleblower website.

The result of the Australian Federal Police investigation left the country’s Prime Minister, Julia Gillard, having to retract a statement that WikiLeaks had acted “illegally”; instead, she characterised the site’s actions as “grossly irresponsible”.

Even with Australia finding no illegal activity on the part of WikiLeaks, and with founder Julian Assange facing extradition to Sweden, U.S. pressure sought to hobble WikiLeaks financially.

Based on a State Department letter, online payments site PayPal suspended WikiLeaks account in December. Their action was swiftly followed by Visa Europe and Mastercard ceasing to handle payments for WikiLeaks.

The online processing company, Datacell, threatened the two credit card giants with legal action over this. However, avenues of funding for the site were further curtailed when both Amazon.com and Swiss bank PostFinance joined the financial boycott of WikiLeaks.

Assange continues, to this day, to argue that his extradition to Sweden for questioning on alleged sexual offences is being orchestrated by the U.S. in an effort to discredit him, and thus WikiLeaks.

Wikinews consulted an IT and cryptography expert from the Belgian university which developed the current Advanced Encryption Standard; explaining modern communications, he stated: “Cryptography has developed to such a level that intercepting communications is no longer cost effective. That is, if any user uses the correct default settings, and makes sure that he/she is really connecting to Twitter it is highly unlikely that even the NSA can break the cryptography for a protocol such as SSL/TLS (used for https).”

Qualifying this, he commented that “the vulnerable parts of the communication are the end points.” To make his point, he cited the following quote from Gene Spafford: “Using encryption on the Internet is the equivalent of arranging an armored car to deliver credit card information from someone living in a cardboard box to someone living on a park bench.“

Continuing, the Katholieke Universiteit Leuven (KUL) expert explained:

“In the first place, the weak point is Twitter itself; the US government can go and ask for the data; companies such as Twitter and Google will typically store quite some information on their users, including IP addresses (it is known that Google deletes the last byte of the IP address after a few weeks, but it is not too hard for a motivated opponent to find out what this byte was).“

“In the second place, this is the computer of the user: by exploiting system weaknesses (with viruses, Trojan horses or backdoors in the operating system) a highly motivated opponent can enter your machine and record your keystrokes plus everything that is happening (e.g. the FBI is known to do this with the so-called Magic Lantern software). Such software is also commercially available, e.g. for a company to monitor its employees.“

“It would also be possible for a higly motivated opponent to play “man-in-the-middle”; that means that instead of having a secure connection to Twitter.com, you have a secure connection to the attacker’s server, who impersonates Twitter’s and then relays your information to Twitter. This requires tricks such as spoofing DNS (this is getting harder with DNSsec), or misleading the user (e.g. the user clicks on a link and connects to tw!tter.com or Twitter.c0m, which look very similar in a URL window as Twitter.com). It is clear that the US government is capable of using these kind of tricks; e.g., a company has been linked to the US government that was recognized as legitimate signer in the major browsers, so it would not be too large for them to sign a legitimate certificate for such a spoofing webserver; this means that the probability that a user would detect a problem would be very low.“

“As for traffic analysis (finding out who you are talking to rather than finding out what you are telling to whom), NSA and GCHQ are known to have access to lots of traffic (part of this is obtained via the UK-USA agreement). Even if one uses strong encryption, it is feasible for them to log the IP addresses and email addresses of all the parties you are connecting to. If necessary, they can even make routers re-route your traffic to their servers. In addition, the European Data Retention directive forces all operators to store such traffic data.“

“Whether other companies would have complied with such requests: this is very hard to tell. I believe however that it is very plausible that companies such as Google, Skype or Facebook would comply with such requests if they came from a government.“

“In summary: unless you go through great lengths to log through to several computers in multiple countries, you work in a clean virtual machine, you use private browser settings (don’t accept cookies, no plugins for Firefox, etc.) and use tools such as Tor, it is rather easy for any service provider to identify you.“

“Finally: I prefer not to be quoted on any sentences in which I make statements on the capabilities or actions of any particular government.“

Wikinews also consulted French IT security researcher Stevens Le Blond on the issues surrounding the case, and the state-of-the-art in monitoring, and analysing, communications online. Le Blond, currently presenting a research paper on attacks on Tor to USENIX audiences in North America, responded via email:

Were the US Government to obtain the sought data, it would seem reasonable the NSA would handle further investigation. How would you expect them to exploit the data and expand on what they receive from Twitter?

• Le Blond: My understanding is that the DOJ is requesting the following information: 1) Connection records and session times 2) IP addresses 3) e-mail addresses 4) banking info

By requesting 1) and 2) for Birgitta and other people involved with WikiLeaks (WL) since 2009, one could derive 2 main [pieces of] information.

First, he could tell the mobility of these people. Recent research in networking shows that you can map an IP address into a geographic location with a median error of 600 meters. So by looking at changes of IP addresses in time for a Twitter user, one could tell (or at least speculate about) where that person has been.

Second, by correlating locations of different people involved with WL in time, one could possibly derive their interactions and maybe even their level of involvement with WL. Whether it is possible to derive this information from 1) and 2) depends on how this people use Twitter. For example, do they log on Twitter often enough, long enough, and from enough places?

My research indicates that this is the case for other Internet services but I cannot tell whether it is the case for Twitter.

Note that even though IP logging, as done by Twitter, is similar to the logging done by GSM [mobile phone] operators, the major difference seems to be that Twitter is subject to US regulation, no matter the citizenship of its users. I find this rather disturbing.

Using 3), one could search for Birgitta on other Internet services, such as social networks, to find more information on her (e.g., hidden accounts). Recent research on privacy shows that people tend to use the same e-mail address to register an account on different social networks (even when they don’t want these accounts to be linked together). Obviously, one could then issue subpoenas for these accounts as well.

I do not have the expertise to comment on what could be done with 4).

((WN)) As I believe Jonsdottir to be involved in the Icelandic Modern Media Initiative (IMMI), what are the wider implications beyond the “WikiLeaks witchhunt”?

• Le Blond: Personal data can be used to discredit, especially if the data is not public.

Having been alerted to the ongoing case through a joint press release by the ACLU and EFF, Wikinews sought clarification on the primary issues which the two non-profits saw as particularly important in challenging the U.S. Government over the ‘secret’ court orders. Rebecca Jeschke, Media Relations Director for the EFF, explained in more detail the points crucial to them, responding to a few questions from Wikinews on the case:

((WN)) As a worse-case, what precedents would be considered if this went to the Supreme Court?

• Rebecca Jeschke: It’s extremely hard to know at this stage if this would go to the Supreme Court, and if it did, what would be at issue. However, some of the interesting questions about this case center on the rights of people around the world when they use US Internet services. This case questions the limits of US law enforcement, which may turn out to be very different from the limits in other countries.

((WN)) Since this is clearly a politicised attack on free speech with most chilling potential repercussions for the press, whistleblowers, and by-and-large anyone the relevant U.S. Government departments objects to the actions of, what action do you believe should be taken to protect free speech rights?

• Jeschke: We believe that, except in very rare circumstances, the government should not be permitted to obtain information about individuals’ private Internet communications in secret. We also believe that Internet companies should, whenever possible, take steps to ensure their customers are notified about requests for information and have the opportunity to respond.

((WN)) Twitter via the web, in my experience, tends to use https:// connections. Are you aware of any possibility of the government cracking such connections? (I’m not up to date on the crypto arms race).

• Jeschke: You don’t need to crack https, per se, to compromise its security. See this piece about fraudulent https certificates:

Iranian hackers obtain fraudulent https — EFF website.

((WN)) And, do you believe that far, far more websites should – by default – employ https:// connections to protect people’s privacy?

• Jeschke: We absolutely think that more websites should employ https! Here is a guide for site operators: (See external links, Ed.)

Finally, Wikinews approached the Icelandic politician, and WikiLeaks supporter, who has made this specific case a landmark in how the U.S. Government handles dealings with – supposedly – friendly governments and their elected representatives. A number of questions were posed, seeking the Icelandic Parliamentarian’s views:

((WN)) How did you feel when you were notified the US Government wanted your Twitter account, and message, details? Were you shocked?

• Birgitta Jonsdottir: I felt angry but not shocked. I was expecting something like this to happen because of my involvement with WikiLeaks. My first reaction was to tweet about it.

((WN)) What do you believe is their reasoning in selecting you as a ‘target’?

• Jonsdottir: It is quite clear to me that USA authorities are after Julian Assange and will use any means possible to get even with him. I think I am simply a pawn in a much larger context. I did of course both act as a spokesperson for WikiLeaks in relation to the Apache video and briefly for WikiLeaks, and I put my name to the video as a co-producer. I have not participated in any illegal activity and thus being a target doesn’t make me lose any sleep.

((WN)) Are you concerned that, as a Member of Parliament involved in the Icelandic Modern Media Initiative (IMMI), the US attempt to obtain your Twitter data is interfering with planned Icelandic government policy?

• Jonsdottir: No

((WN)) In an earlier New York Times (NYT) article, you’re indicating there is nothing they can obtain about you that bothers you; but, how do you react to them wanting to know everyone you talk to?

• Jonsdottir: It bothers me and according to top computer scientists the government should be required to obtain a search warrant to get our IP addresses from Twitter. I am, though, happy I am among the people DOJ is casting their nets around because of my parliamentary immunity; I have a greater protection then many other users and can use that immunity to raise the issue of lack of rights for those that use social media.

((WN)) The same NYT article describes you as a WikiLeaks supporter; is this still the case? What attracts you to their ‘radical transparency’?

• Jonsdottir: I support the concept of WikiLeaks. While we don’t have a culture of protection for sources and whistleblowers we need sites like WikiLeaks. Plus, I think it is important to give WikiLeaks credit for raising awareness about in how bad shape freedom of information and expression is in our world and it is eroding at an alarming rate because of the fact that legal firms for corporations and corrupt politicians have understood the borderless nature of the legalities of the information flow online – we who feel it is important that people have access to information that should remain in the public domain need to step up our fight for those rights. WikiLeaks has played an important role in that context.I don’t support radical transparency – I understand that some things need to remain secret. It is the process of making things secret that needs to be both more transparent and in better consensus with nations.

((WN)) How do you think the Icelandic government would have reacted if it were tens of thousands of their diplomatic communications being leaked?

• Jonsdottir: I am not sure – A lot of our dirty laundry has been aired via the USA cables – our diplomatic communications with USA were leaked in those cables, so far they have not stirred much debate nor shock. It is unlikely for tens of thousands of cables to leak from Iceland since we dont have the same influence or size as the USA, nor do we have a military.

((WN)) Your ambassador in the US has spoken to the Obama administration. Can you discuss any feedback from that? Do you have your party’s, and government’s, backing in challenging the ordered Twitter data release?

• Jonsdottir: I have not had any feedback from that meeting, I did however receive a message from the DOJ via the USA ambassador in Iceland. The message stated three things: 1. I am free to travel to the USA. 2. If I would do so, I would not be a subject of involuntary interrogation. 3. I am not under criminal investigation. If this is indeed the reality I wonder why they are insisting on getting my personal details from Twitter. I want to stress that I understand the reasoning of trying to get to Assange through me, but I find it unacceptable since there is no foundation for criminal investigation against him. If WikiLeaks goes down, all the other media partners should go down at the same time. They all served similar roles. The way I see it is that WikiLeaks acted as the senior editor of material leaked to them. They could not by any means be considered a source. The source is the person that leaks the material to WikiLeaks. I am not sure if the media in our world understands how much is at stake for already shaky industry if WikiLeaks will carry on carrying the brunt of the attacks. I think it would be powerful if all the medias that have had access to WikiLeaks material would band together for their defence.

((WN)) Wikinews consulted a Belgian IT security expert who said it was most likely companies such as Facebook, Microsoft, and Google, would have complied with similar court orders *without advising the ‘targets*’. Does that disturb you?

• Jonsdottir: This does disturb me for various reasons. The most obvious is that my emails are hosted at google/gmail and my search profile. I dont have anything to hide but it is important to note that many of the people that interact with me as a MP via both facebook and my various email accounts don’t always realize that there is no protection for them if they do so via those channels. I often get sensitive personal letters sent to me at facebook and gmail. In general most people are not aware of how little rights they have as users of social media. It is those of uttermost importance that those sites will create the legal disclaimers and agreements that state the most obvious rights we lose when we sign up to their services.

((WN)) Has there been any backlash within Iceland against US-based internet services in light of this? Do you expect such, or any increase in anti-American sentiments?

• Jonsdottir: No, none what so ever. I dont think there is much anti-American sentiments in Iceland and I dont think this case will increase it. However I think it is important for everyone who does not live in the USA and uses social services to note that according to the ruling in my case, they dont have any protection of the 1st and 4th amendment, that only apply to USA citizens. Perhaps the legalities in relation to the borderless reality we live in online need to be upgraded in order for people to feel safe with using social media if it is hosted in the USA. Market tends to bend to simple rules.

((WN)) Does this make you more, or less, determined to see the IMMI succeed?

• Jonsdottir: More. People have to realize that if we dont have freedom of information online we won’t have it offline. We have to wake up to the fact that our rights to access information that should be in the public domain is eroding while at the same time our rights as citizens online have now been undermined and we are only seen as consumers with consumers rights and in some cases our rights are less than of a product. This development needs to change and change fast before it is too late.

The U.S. Government continues to have issues internationally as a result of material passed to WikiLeaks, and subsequently published.

Within the past week, Ecuador has effectively declared the U.S. ambassador Heather Hodges persona-non-grata over corruption allegations brought to light in leaked cables. Asking the veteran diplomat to leave “as soon as possible”, the country may become the third in South America with no ambassadorial presence. Both Venezuela and Bolivia have no resident U.S. ambassador due to the two left-wing administrations believing the ejected diplomats were working with the opposition.

The U.S. State Department has cautioned Ecuador that a failure to speedily normalise diplomatic relations may jeapordise ongoing trade talks.

The United Kingdom is expected to press the Obama administration over the continuing detention of 23-year-old Manning, who also holds UK citizenship. British lawmakers are to discuss his ongoing detention conditions before again approaching the U.S. with their concerns that his solitary confinement, and treatment therein, is not acceptable.

The 22 charges brought against Manning are currently on hold whilst his fitness to stand trial is assessed.

Friday, February 6, 2009

Denny’s 1,600 chain restaurants across North America, Puerto Rico and Canada, were slammed for eight hours Tuesday with hungry patrons standing on sidewalks for nearly two hours to take advantage of the $5.99 “Grand Slam Breakfast” giveaway.

Denny’s, a dining chain with annual revenue of about $900 million, has advertised in a TV commercial Sunday during the Super Bowl XLIII that it would give away its signature breakfast from 6 a.m. until 2 p.m. local time Tuesday, at all its restaurants in the U.S., Canada and Puerto Rico, while supplies lasted.

Denny’s Diner has promoted the iconic dish giveaway heavily, with a bold 30-second appeal ad that aired during the third quarter of the Super Bowl 43 on Sunday, plus another 15-second ad during the post-game show, offering a free breakfast to some 90 million viewers. In addition, it has placed a full-page ad in USA Today‘s Monday edition. The promotion was further announced on The Today Show and notices were also sent out to the chain’s “Denny’s Breakfast Club” members.

The NBC ad, which was bought to unveil a new promotion for customers squeezed by the recession, may have cost as much as $3 million, said Nelson Marchioli, CEO of Denny’s Corp. Super Bowl XLIII’s 30-second commercial time slot costs $2.4 million–$3 million for the airtime alone, excluding production and talent costs.

The game was televised live by the US NBC Sunday Night Football and Canada’s CTV Television Network. BayTSP has reported that, “as of 10 a.m. Wednesday, commercials that initially aired during NBC’s Super Bowl XLIII broadcast subsequently had been watched online more than 28 million times.”

“The promotion has a total cost of $5 million U.S., which includes $3 million for the commercial on NBC,” said a Denny’s spokesman, noting also that the company received about $50 million in news coverage, most of which was positive. According to a Denny’s representative, two million people walked through the restaurant chains’ doors Tuesday, and each Denny’s restaurant served an average of 130 Grand Slams per hour.

With the “Denny’s Feeds America” promotion, the company has reported 14 million hits on its Web site between Sunday night and Monday morning. Denny’s shares rose 6 cents, or 3.1 percent, to $1.98 in afternoon trading. The stock has traded in a range of $1.18 to $4.10 over the past 52 weeks.

“Denny’s free Grand Slam” has ranked in the top 10 Google searches early Tuesday and fell to No. 18 by the end of the promotion, while “denny s locations” was #9 on Google Trends, which tracks fast-rising searches. It has also held spots No. 1 (Denny’s) and 7 (Grand Slam) on Twitter‘s trending topics. It has generated much chat on Twitter, garnering 1,700 tweets on Tuesday, compared with its average of 59. Doritos, winner of the USA TODAY survey for best Super Bowl spot ad, had 933 mentions after reaching a peak of almost 3,300.

The idea of the TV ad was to get people to come in and re-evaluate Denny’s Diner. “A lot of people have forgotten what Denny’s is, or they think they know, while we’ve come out with a whole lot of new products. We felt like we needed to jump start the brand,” Denny’s Chief Marketing and Innovation Officer Mark Chmiel said.

“We’re celebrating the Grand Slam this year,” Chmiel said. According to the company’s financial data, on January 15 Denny’s reported systemwide comparable-store sales for the fourth quarter were down 6.1 percent, compared to a 0.2 percent decline from the same period in 2007.

According to Robert Gonzalez, public relations company Hill & Knowlton spokesman, Denny’s has expected at least 2 million people to eat a free Grand Slam by the end of the promotion. “Every restaurant is packed with people and lines,” Gonzalez said. “Everything today is about fast. People are on the go, and they’re eating fast food. It’s cutting into sit-down dining,” he added.

“Each of the more than 1,500 Denny’s were planning to make about 100 Grand Slams an hour,” Denny’s spokeswoman Cori Rice said. It had predicted it will have served about 1,400 people per location, more than five times the normal volume. “Grand Slam Breakfast” is a four-item option on its menu, consisting of two pancakes, two eggs, two strips of bacon and two sausage links. It weighs in at 44 grams of fat, 56 carbohydrates and 770 calories.

Nationwide, Denny’s expected to sell about 2 million Grand Slams — about 15 percent of the annual tally. According to Mark Chmiel, chief marketing operator and executive vice president, the diner chain has reported approximately 2 million meals worth more than $12 million were given away nationwide and each Denny’s restaurant served an average of 130 Grand Slams per hour. It estimated it has earned about $50 million worth of public relations following the free Grand Slam campaign, Chmiel said.

The company is also experimenting with a Grand Slam Burrito and also has introduced for this year, a Grand Slamwich, which includes eggs, bacon, sausage and cheese between two slices of bread, with a teaspoon serving. “It already has shown strong consumer appeal,” said Chmiel. The company has received flood of e-mails and letters proving the positive impact of the Grand Slam campaign and commercials on its customers.

Chmiel also announced he’s planning a third major promotion in this year’s third quarter, which happens to include another major sporting event, the World Series. “That’s one we’re definitely looking at,” he said.

Jobless Paris Winslow of downtown San Francisco, California has joined the long line which stretched from the front door on Mission Street, between Fourth and Fifth streets, to the corner of Fourth and up the block. “The economy is getting kind of scary. This line looks like those pictures of soup kitchen lines during the 1929 Great Depression,” Winslow said.

“I came all the way from San Francisco for a free $6 meal, Isn’t that pathetic? A year ago, I never would have done this. These days I’m willing to put my ego on the back burner,” said Stephen Weller, a jobless contractor who waited with his dog, Emmett. California Denny’s restaurant managers have issued rain checks (for free chilled meals, as security backed by actual bacon) to anyone who failed to get in by the 2 p.m. deadline.

A big eater could also “Slam It Up” by adding any two additional items for 99 cents each to their meal. Customers on Tuesday were also handed “bounceback” coupon books that include offers for additional free menu items with purchases. Chicago Tribune reporter Kevin Pang has eaten five free Grand Slams on Tuesday at five different Denny’s Diners in four hours. He claims to have consumed 4,100 calories at Harwood Heights, 5:36 a.m, at Schiller Park, 6:22 a.m., at Franklin Park, 7:08 a.m., at Melrose Park, 7:41 a.m. and at Grand Slam No. 5 Oak Park, 8:57 a.m.

“The Grand Slam has always been a Denny’s favorite. This free offer is our way of reacquainting America with Denny’s real breakfast and with the Denny’s brand,” Denny’s CEO Nelson Marchioli said in a statement. In 1977s, the Grand Slam started as a baseball-related promotion in Atlanta, Georgia. Its normal price averages around $5.99. Marchioli said the event was also a way to kick-off its “Year of the Grand Slam” promotion. Denny’s claimed it has sold 12.5 million Grand Slams a year.

“The economy’s tough and people are jumping all the way to fast food to try to figure it out. We all use fast food, whether it’s for time or convenience or for money. But you can go to Denny’s and you don’t have to give up a real breakfast and that was the whole focus of our commercial,” Marchioli explained. McDonald’s (MCD, Fortune 500) has done well during this economic meltdown since the global recession pushes people toward less expensive dining options.

McDonald’s has announced plans Wednesday to open 175 new restaurants in China this year despite the global economic crisis, thereby increasing the number of outlets in China by 17 percent, from 1,050 currently. Last month, McDonald’s 2008 net profit has risen 80 percent from 2007 to 4.3 billion dollars.

Marchioli has also introduced Denny’s $4 Weekday Express Slam, which is a streamlined version of the Grand Slam. “I want to take back share. For too long, we have allowed others to take share, whether it was Starbucks or McDonald’s. They’re fine competitors and I don’t expect to take all their business from them, but I’d like a little bit back,” Marchioli noted.

According to Rafi Mohammed, author of “The Art of Pricing,” people love free. “It triggers a Pavlovian response in people,” said Mohammed. If Pavlov’s dogs salivate when a bell rings, Denny’s free Grand Slam breakfast has attracted 2 million hungry customers. “I believe free maximizes trial and doesn’t devalue a product as long as it is a rare event. Aside from the cost, the major downside is that it attracts customers who truly have no intention of coming back,” he added.

According to University of Portland consumer psychology professor Deana Julka, people flock to free promotions amid just a few dollars saving because there’s nothing in life for free. “So when there’s something out there that costs nothing, it creates a psychological rush. Especially in these times when people feel overtaxed or overburden, there’s an internal reward people feel by getting something for free,” she said. “It’s being thrifty and feeling like you beat the system. Free really hits the spot for a lot of people,” Julka added.

“Free is an emotional hot button. When free is concerned, there is no downside – or, at least, we don’t see the downside immediately. So we overvalue everything that is free. People love free stuff, particularly when money’s tight,” said Dan Ariely, a business professor at Duke University, author of “Predictably Irrational: The Hidden Forces That Shape Our Decisions.”

Experts, however, explained these moves need to be done sparingly, since giveaways can teeter in the balance between desperation and a well designed marketing ploy. “Giving your product away for free is not worth it because it undermines your brand value,” said branding expert Rob Frankel, saying people are attached to the idea of it being free, than the actual product itself.

Free giveaways are not anything new in the food industry. “It just feels good when you can get something for free and not have to worry about it coming out of your wallet,” Frankel noted. Dunkin’ Donuts and Panera Bread all have had free coffee and food promos last year. “In November, Starbucks gave away free cup of coffee to anyone who came in on Election Day. Have you taken a look at how Starbucks is doing now?” Last week it has announced it would shut down 300 stores, in addition to the 600 it already planned to close.

On February 24, IHOP will be offering a free shortstack to every customer to encourage donations (in place of the cost) for Childrens Miracle Network. The International House of Pancakes (IHOP) is a United States-based restaurant chain that specializes in breakfast foods and is owned by DineEquity. The chain had more than 1950 restaurants in all 50 states, the U.S. Virgin Islands, Canada and Mexico. Since 2006, IHOP’s National Pancake Day celebration has raised over $1.85 million. In 2008, over 1.5 million pancakes (12 miles high if they were stacked) were given to customers for donations.

Denny’s (“Denny’s Diner”) is a full-service diner/family restaurant chain in the United States. It operates over 2,500 restaurants in the United States (including Puerto Rico), Canada, Curaçao, Costa Rica, El Salvador, Jamaica, Japan, Mexico, and New Zealand). The resto chain is known for always being open, serving breakfast, lunch, dinner, and dessert around the clock.

Today, Denny’s operates about 1,600 restaurants in all 50 U.S. states, Canada and Mexico. There are also about 578 Denny’s restaurants in Japan operated under a license by a subsidiary of Seven & I Holdings, seven Denny’s locations in New Zealand, and approximately 38 Denny’s diners in the United States. Denny’s headquarters is now located in Spartanburg, South Carolina, headquarters of the parent company Trans World Corporation that acquired Denny’s in 1987.

Denny’s was historically notable for offering a free meal to anyone on their birthday. The offer included a limited number of meal options from a special birthday menu. The promotional ritual ceased in 1993, though occasionally individual franchises will continue the tradition.

In 2008, Denny’s has ceased to be in the ranks among the top diner chains in the $83 billion breakfast market, whose top five firms — McDonald’s, Starbucks, Dunkin’ Donuts, Burger King and IHOP — accounted for 22 percent of the volume. “A lot of consumers have written Denny’s off their let’s-go-there list,” said Ron Paul, president of Technomic, a consulting firm.

Super Bowl XLIII was an American football game between the American Football Conference champion Pittsburgh Steelers (15–4) and the National Football Conference champion Arizona Cardinals (12–8) to decide the National Football League (NFL) champion for the 2008 NFL season. It was played on February 1, 2009, at Raymond James Stadiumin Tampa, Florida. It has an attendance of 70,774 and 98.7 million viewers. Pittsburgh earned its sixth Super Bowl win, thus securing sole possession of the record for most Super Bowl wins.

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