Former Denny’s President John Dillon Launches HMS Growth Partners

Published On : 07/19/2024

John Dillon is an award-winning leader known for driving revenue growth, profitability, customer engagement, innovation, and overall performance for brands ranging from emerging to legacy. Dillon has held high-level executive positions at prominent brands, including Yum Brand’s Pizza Hut, the NBA’s Houston Rockets, and iconic Denny’s Corporation.

Dillon brings a wealth of experience in marketing, innovation, and strategy to the table, having held key roles at Omnicom, where he worked with renowned brands like AT&T, USAA, and Mitsubishi, as well as at Fidelity Investments.

In early 2024, John Dillon founded HMS Growth Partners and consults with brand leaders across retail, restaurants, hospitality, consumer, entertainment, education, health/beauty, franchising, and private equity. The HMS in HMS Growth Partners stands for heart, mind, and soul – three core beliefs that are not just the foundation of Dillon’s company, but also the guiding principles that shape his business decisions.

“Our approach is rooted in extensive and successful multi-brand C-suite experience,” Dillon said. “We center on the core and proven belief that delivering next-level revenue, operations, customer satisfaction, and profit growth comes from forging authentically differentiated B2C and C2B heart, mind, and soul connections with customers and internal teams.”

Dillon emphasizes the importance of connections in business, stating, “Time and time again, those connections discovered and executed well become the unquestioned accelerator for legendary customer loyalty, employee satisfaction, and business performance.”

John Dillon Is One of the Top Executives in the World 

In 2020, John Dillon was named one of Forbes magazine’s “Most Influential CMOs in the World,” a prestigious award that recognizes the top leaders in the marketing industry. He earned the honor alongside other top executives in industries such as Apple, BMW, and Microsoft.

He received praise for his steadfast leadership during the global pandemic, notably enhancing contactless delivery accessibility through the Denny’s app. Additionally, Dillon was acknowledged for his commitment to social justice, actively addressing racial inequalities, promoting education, and creating economic opportunities for minority-owned businesses.

Dillon’s professional achievements have been widely recognized, with numerous prestigious distinctions. He has been honored as one of Forbes’ ‘World’s 50 Most Influential CMOs,’ featured in PRWeek’s ‘Power 50’, Adweek’s ‘Power 50’, Nation’s Restaurant News’ Power List,’ and Business Insider’s ‘Top 50 CMOs in the World.’

Advertising Age Media Maven recognized John Dillon for hitting a media grand slam at Denny’s, revitalizing the 60-year-old brand and making the restaurant more relevant to millennials.

John Dillon Denny’s Tenure 

Before starting his consulting firm, Dillon served as the President, Chief Brand Officer, and Chief Marketing Officer of Denny’s Corporation (NASDAQ: DENN), where he spent 16 years at the international $2.9B-revenue company, achieving significant growth and milestones. Today, he is a sought-after global speaker and consultant specializing in leadership development, thanks to an impressive multi-decade brand, marketing and general management career.

John’s contributions at Denny’s were pivotal in driving the company’s strategic initiatives. For instance, he was instrumental in refocusing on critical growth segments, such as the introduction of a profitable value menu. He also implemented new equipment platforms, boosting investment in technology infrastructure, and developing a comprehensive social impact strategy. These efforts significantly enhanced Denny’s operational efficiency and brand reputation.

While serving as president of Denny’s, Dillon led a dynamic team overseeing operations, marketing, HR, training, finance, and communications for a brand with $2.9 billion in systemwide revenue. He managed 40,000 team members across 1,600 restaurants and worked with 210 franchise owners, demonstrating growth in sales (+3.6% franchise, +2.7% company-owned), operating revenue (+1.6%), and EBITDA (+4%) during his tenure as president.

“I’ve also achieved decorated success rejuvenating growth with roles as Chief Marketing Officer and Chief Brand Officer at Denny’s,” Dillon said. “I leveraged my expertise to forge customer-driven differentiation, cross-system collaboration, and drive sustainable P&L performance, with system sales growing from $600 million to $2.9 billion during my tenure at Denny’s, and pre-pandemic EBITDA increasing by 26%.”

Dillon’s leadership style is characterized by a focus on innovation and collaboration, earning him numerous accolades throughout his career. His ability to adapt to changing market conditions and implement effective strategies has consistently resulted in significant growth and improved performance for the brands he has led.

“These values and leadership style are deeply ingrained in the culture of the companies that I lead,” Dillion said, “guiding our every decision and action.”

Known for his pragmatic approach, he has an impressive track record of connecting brands with customers to drive business performance. Dillon is a seasoned senior executive and board member who has spent the last 30 years propelling top brands to new heights thanks to his exceptional leadership, brand management skills, marketing expertise and general management.

John Dillon Denny’s Achievements 

John Dillon made significant strides in improving guest satisfaction and cultivating strong relationships with franchisees. He successfully launched the company’s delivery business, quickly becoming a crucial component of Denny’s operations. Under Dillon’s leadership, Denny’s experienced a revitalization in brand image and market position through innovative marketing campaigns that increased brand loyalty and customer engagement.

Dillon played a pivotal role in rejuvenating one of America’s most iconic brands. He introduced a profitable value menu, led a comprehensive digital transformation, and achieved a 200% increase in guest experience metrics. Dillon revamped the menu pricing process for greater speed and flexibility, implemented a new CRM platform, and coordinated a systemwide rollout of new equipment involving a $10 million system investment with full franchisee participation. Additionally, he oversaw the development of a 5-year strategic roadmap.

His leadership resulted in significant milestones in operational efficiency and customer satisfaction. Dillon’s initiatives enhanced Denny’s competitive edge, strengthened franchisee relationships, and established a foundation for sustained long-term growth.

Dillon’s leadership extends beyond the boardroom; it is driven by a profound sense of empathy and a dedication to fostering a people-first culture for employees and customers. His approach places a premium on understanding and meeting the needs of those he serves, cultivating a sense of connection and community. His commitment to servant leadership and community service is not just a part of his professional life, but a core aspect of his character that inspires those around him.

“A great leader has to think of others first,” Dillon shared, “knowing in their heart that serving others is how to achieve the best results – the classic definition of servant leadership.”

John Dillon’s Impact at Denny’s: By the Numbers 

While serving as Executive Vice President and Chief Brand Officer at Denny’s, Dillon led a team to make improvements and changes to 80% of the core menu over five years, resulting in a 12-point increase in taste and quality metrics.

He launched an econometric media mix modeling analysis, leading to a 12% improvement in return on ad spend (ROAS) effectiveness. Dillon expanded Denny’s on-demand e-commerce digital platform, increasing its usage from 6% to 20%.

In collaboration with the COO, Dillon navigated the system through the COVID-19 pandemic, working with franchise owners to create innovative revenue-driving solutions and simplify operations. He also created and launched three profitable virtual brands: The Burger Den, The Meltdown, and Banda Burrito. Dillon identified over $10 million in savings to combat food and labor cost pressures for both corporate and franchise owners.

Dillon was the point person for the brand’s successful and industry-model franchisee relations. He created, rolled out, and amplified Denny’s “We Love to Feed People” brand purpose, including creating the Mobile Relief Diner, which was deployed to disaster areas. Under his leadership, the brand raised over $34 million in donations for key philanthropic partners across the system.

“Knowing the importance of culture to an organization and living out the “why” purpose of the brand every day drives results,” Dillon shared. “This is how I have built my leadership style over the years, and I find it’s the formula of the leaders I have had in the past that I have the most respect for. They are the ones who had the greatest results.”

John Dillon’s Vision for HMS Growth Partners 

John Dillon’s leadership journey continues with his new company, HMS Growth Partners, where he brings his extensive experience and people-first approach to drive further growth and innovation for top brands and businesses around the globe. With a proven track record of fostering community, enhancing operational efficiency, and delivering exceptional business results, Dillon is poised to lead HMS to new heights.

Beyond his professional endeavors, John is committed to serving on various boards and committees, including Baylor University’s Business School, Clemson University’s Erwin Center for Communications, Association of National Advertisers, ANA’s Alliance for Multicultural and Inclusive Marketing, and more. John currently serves as an Executive in Residence at Baylor University and volunteers with Michael J. Fox’s Parkinson’s Foundation and the Juvenile Diabetes Research Foundation.

Additionally, he contributes to Clemson University’s Erwin Center Board of Advisors and volunteers for the Texas/Oklahoma chapter of the Juvenile Diabetes Research Foundation.

As John Dillon moves forward, his unwavering commitment to servant leadership and fostering a culture of empathy and excellence promises a bright future for HMS Growth Partners, its clients, and stakeholders. He strongly believes in the intersection where companies can do good and achieve business growth, benefiting both the organization and its employees.

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