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Tuesday, September 1, 2015

Nick Bos, of the University of Helsinki, studies “the amazing adaptations social insects have evolved in order to fight the extreme parasite pressure they experience”. In a recently-accepted Evolution paper Bos and colleagues describe ants appearing to self-medicate.

The team used Formica fusca, an ant species that can form thousand-strong colonies. This common black ant eats other insects, and also aphid honeydew. It often nests in tree stumps or under rocks and foraging workers can sometimes be spotted climbing trees.

Some ants were infected with Beauveria bassiana, a fungus. Infected ants chose food laced with toxic hydrogen peroxide, whereas healthy ants avoided it. Hydrogen peroxide reduced infected ant fatalities by 15%, and the ants varied their intake depending upon how high the peroxide concentration was.

In the wild, Formica fusca can encounter similar chemicals in aphids and dead ants. The Independent reported self-medicating ants a first among insects.

Bos obtained his doctorate from the University of Copenhagen. He began postdoctoral research at Helsinki in 2012. He also runs the AntyScience blog. The blog aims to help address “a gap between scientists and ‘the general public’.” The name is a pun referencing ants, its primary topic, science, and “non-scientific” jargon-free communication. He now discusses his work with Wikinews.

((Wikinews)) What first attracted you to researching ants?

Nick Bos Me and a studymate were keeping a lot of animals during our studies, from beetles, to butterflies and mantids, to ants. We had the ants in an observation nest, and I could just look at them for hours, watching them go about. This was in my third year of Biology study I think. After a while I needed to start thinking about an internship for my M.Sc. studies, and decided to write a couple of professors. I ended up going to the Centre for Social Evolution at the University of Copenhagen where I did a project on learning in Ants under supervision of Prof. Patrizia d’Ettorre. I liked it so much there I ended up doing a PhD and I’ve been working on social insects ever since.

((Wikinews)) What methods and equipment were used for this investigation?

NB This is a fun one. I try to work on a very low budget, and like to build most of the experimental setups myself (we actually have equipment in the lab nicknamed the ‘Nickinator’, ‘i-Nick’ and the ‘Nicktendo64’). There’s not that much money in fundamental science at the moment, so I try to cut the costs wherever possible. We collected wild colonies of Formica fusca by searching through old tree-trunks in old logging sites in southern Finland. We then housed the ants in nests I made using Y-tong [aerated concrete]. It’s very soft stone that you can easily carve. We carved out little squares for the ants to live in (covered with old CD covers to prevent them escaping!). We then drilled a tunnel to a pot (the foraging arena), where the ants got the choice between the food with medicine and the food without.

We infected the ants by preparing a solution of the fungus Beauveria bassiana. Afterwards, each ant was dipped in the solution for a couple of seconds, dried on a cloth and put in the nest. After exposing the ants to the fungus, we took pictures of each foraging arena three times per day, and counted how many ants were present on each food-source.

This gave us the data that ants choose more medicine after they have been infected.

The result that healthy ants die sooner when ingesting ROS [Reactive Oxygen Species, the group of chemicals that includes hydrogen peroxide] but infected ants die less was obtained in another way (as you have to ‘force feed’ the ROS, as healthy ants, when given the choice, ignore that food-source.)

For this we basically put colonies on a diet of either food with medicine or without for a while. And afterwards either infected them or not. Then for about two weeks we count every day how many ants died. This gives us the data to do a so-called survival analysis.

We measured the ROS-concentration in the bodies of ants after they ingested the food with the medicine using a spectrophotometer. By adding certain chemicals, the ROS can be measured using the emission of light of a certain wave-length.

The detrimental effect of ROS on spores was easy to measure. We mixed different concentrations of ROS with the spores, plated them out on petridishes with an agar-solution where fungus can grow on. A day after, we counted how many spores were still alive.

((Wikinews)) How reliable do you consider your results to be?

NB The results we got are very reliable. We had a lot of colonies containing a lot of ants, and wherever possible we conducted the experiment blind. This means the experimenter doesn’t know which ants belong to which treatment, so it’s impossible to influence the results with ‘observer bias’. However, of course this is proof in just one species. It is hard to extrapolate to other ants, as different species lead very different lives.

((Wikinews)) Where did the ants and fungus you used come from? How common are they in the wild?

NB For ants, see above about the collection.

This species of fungus does appear in Finland, but we chose to use a different strain from Denmark (with thanks to Prof. J. Eilenberg and the laboratory technician Louise Lee Munch Larsen from the University of Copenhagen). Animals can adapt to local strains (‘local adaptation’), and just to make sure we thought it would be good to use a strain of fungus that the ants definitely did not evolve specific resistances against. This means that the reaction of the ants (to self-medicate) is very likely to be a general response, and not just against their local fungal enemies.

((Wikinews)) Are there any ethical considerations around exposing ants to toxins and parasites?

NB Legally, no. Insects do not have any ‘rights’ as such regarding ethics. That said, we do take measures to not make them ‘suffer unnecessarily’. For example, dissections are done when the ants are anesthetized (either by CO2 or Ice), and when ants need to be killed, we do it in alcohol, which kills the ants in a matter of seconds. So while the ants do not have ‘rights’ as such, we still try to handle them with as much respect as possible (even though the experiment involves infecting them with a deadly fungus).

But even though the 12,000 ants in our study sounds like a lot (and it is), this is negligible in the ‘grand scheme of things’. It has been calculated that in the Netherlands alone, nearly a trillion insects die against just the licence-plates of cars every six months. I don’t own a car, so that means I’m excused right? 😉

((Wikinews)) This is the first evidence for self-medicating insects. How widespread do you think this phenomenon could be in reality?

NB It’s not actually the first evidence for self-medication in insects. Moths and fruit flies definitely do it, and there’s evidence in honey bees and bumble-bees as well. So it seems to be quite wide-spread in the insect world. I have no doubt that as time goes on, there will be more and more cases documented. Insects (and animals in general) seem to be quite good at taking care of themselves.

((Wikinews)) How might ants locate healing substances in the wild?

NB Very good question. This is something that’s important to know. If they would only do it in the lab, the behaviour wouldn’t be very interesting. We have some guesses where they might get it from, but at the moment we don’t know yet. That said, I plan to investigate this question (among others) further [in] the next couple of years.

((Wikinews)) For your PhD you researched ants’ scent-based communications. Could healthy ants perhaps tell other ants are infected and encourage this behaviour?

NB There’s not much known about this. There’s conflicting evidence about whether sick ants actually smell different from healthy ones or not. At the moment it seems that sick ants mostly take care of the problem themselves. Sick ants stop most interaction with nestmates and especially brood, and leave the nest to die in isolation. This is probably for reducing chance of infecting nestmates, but of course it also reduces the work load of their nest-mates, as their corpse doesn’t have to be dragged out etc.

So as an answer to the question, I would find it unlikely that such a behaviour would evolve, but it’s not known yet.

((Wikinews)) Ants generally avoided the peroxide if they were healthy, but in some circumstances might they try to build resistance against infection in advance?

NB Who knows? Also not known yet unfortunately. That said, there is a very interesting study about resin collection in ants. Wood ants collect tree-resin, which has anti-microbial properties. They collect this even if not infected, and when you infect them, they don’t collect more of the resin than normal. So basically it seems like they collect it in order to keep diseases out of the nest, so they stop the disease before it can actually infect them.

((Wikinews)) Are there plans to follow this research up? Might you research other species? Other substances?

NB I first want to find out where they get it from in nature. There might be many sources of medicine (recent evidence suggests that tobacco plays a similar role for bumble bees). Dalial Freitak, who is also on this paper is currently running tests with Ph.D. student Siiri Fuchs (who is also on the paper) with other substances to see if any have the same effect as H2O2 [hydrogen peroxide].

Once the behaviour has been well described in this species of ant, I might do a comparison with other species. For example, once we find the source of the medicine in nature… would species without access to this source also have evolved the same behaviour in the lab? And if so… where would they get it from?

Also… can ants medicate their friends? 🙂

((Wikinews)) What other research are you working on right now?

NB Phew…lots! 🙂

I still have some questions left unanswered from my Ph.D. work related to how ants recognize who is a friend and who isn’t. I also started collaborating with Prof. Michael Poulsen from the University of Copenhagen on immunity in fungus-growing termites, as well as their chemical recognition abilities. Furthermore we’re working on social parasitism in wood-ants (ants have lots of animals exploiting the nest for shelter and resources, which all somehow have to get in to the fortress without getting killed).

Tuesday, May 29, 2007

Five British citizens have been seized in the Iraqi capital, Baghdad. The group, comprising a finance expert and four bodyguards, were captured from the finance ministry by kidnappers wearing police uniforms and driving police vehicles. The BBC is reporting that over 40 police vehicles were involved in the incident.

In separate incidents, at least 22 people were killed and 55 injured in a bus explosion elsewhere in the city, and at least 15 people were killed in a car bomb which injured a further 36, possibly more.

It is believed the four bodyguards are employed by Canadian GardaWord, a subsidiary of Garda.

Friday, April 9, 2010

U.S. President Barack Obama and Russian President Dmitri Medvedev have signed a treaty to reduce their countries’ nuclear stockpiles by 25 to 30 percent over seven years.

In the Spanish Hall, an ornate chamber within the Czech capital’s Prague Castle, the two countries, which own more than 90 percent of the world’s nuclear weapons, agreed to downsize their arsenals.

Presidents Obama and Medvedev sat in front of U.S. and Russian flags and signed their countries’ first major nuclear arms reduction accord in almost two decades.

The new ten-year pact, which is called the “New START Treaty”, requires the U.S. and Russia to cut their inventory of nuclear warheads to about 1,500 each in the next seven years. Both countries are estimated to have well over 2,000 warheads now.

The agreement also slashes by more than half the number of missiles, submarines and bombers that carry the weapons.

The pact replaces the 1991 Strategic Arms Reduction Treaty (START I), which was signed by U.S. President George H.W. Bush and Soviet President Mikhail Gorbachev in the final days of the Soviet Union. START I expired in December of last year. The treaty complements the other two nuclear arms reduction treaties signed by the United States and Russia, which where the 1993 Russia, which where the 1993 START II treaty and the 2002 Moscow Treaty also known as SORT.

Obama said the treaty is a big step forward for world security. “Today is an important milestone for nuclear security and nonproliferation and for U.S.-Russia relations,” he said.

Medvedev said because of this treaty, the entire world community has won. The Russian leader said the year-long negotiations were tough, but hard work on both sides brought success.

“That enabled us to do something that just a couple of months ago looked like ‘mission impossible.’ Within a short span of time we prepared a full-fledged treaty and signed it,” he said.

Obama says, in addition, that the treaty paves the way for future arms reduction talks with Russia, mainly on short-range nuclear weapons. “This treaty will set the stage for further cuts, and going forward, we hope to pursue further discussions with Russia on reducing both our strategic and tactical weapons, including non-deployed weapons,” he said.

Tom Collina, research director at the Arms Control Association, says the new treaty is significant in reducing the threat from U.S. and Russian nuclear weapons, but more significant because it could lead to further cuts.

“We think we can even go to deeper reductions, and we hope they sign a new treaty after this one relatively soon. But this treaty is a great step forward, it is very important, and it puts U.S. and Russian arms control back on a firm footing, and, again, sets us up for deeper cuts,” he said.

The signing of the “New START” treaty is one of several arms control developments taking place in several weeks.

Earlier in the week, President Obama announced a major shift in U.S. nuclear policy. He said for the first time that preventing nuclear proliferation and nuclear terrorism is at the top of the U.S. nuclear agenda. The threat of destruction by Russian warheads is now considered a secondary menace.

Under Obama’s nuclear posture review, the U.S. pledges not to use nuclear weapons on non-nuclear countries that abide by their nonproliferation obligations.

Frank Gaffney, a former arms control adviser to President Ronald Reagan, says the president’s nuclear posture review is based on a false and dangerous premise. “The idea that he can, by reducing America’s nuclear arsenal, contribute to the universal abandonment of nuclear weaponry. It will not happen. It will not happen on his watch. It will not happen ever,” he said.

Obama also plans to hold a conference on nuclear security next week in Washington, D.C..

In their hour-and-a-half meeting before the ceremony, President Obama urged Medvedev to support new U.N. sanctions against Iran for its refusal to stop enriching uranium. The Russian leader said the issue is not whether to impose sanctions, but what kind of sanctions.

“Smart sanctions should be able to motivate certain parties to behave properly, and I am confident that our teams that will be engaged in consultations will continue discussing this issue,” he said.

Obama said, “We are working together at the United Nations Security Council to pass strong sanctions on Iran and we will not tolerate actions that flout the NPT (Nuclear Non-Proliferation Treaty).” He added, “My expectation is that we are going to be able to secure strong, tough sanctions on Iran this spring.”

The nuclear treaty is almost certain to be approved in the Russian Duma. However, Russian Foreign Minister Sergei Lavrov has said Russia reserves the right to drop out of the pact if it believes U.S. missile defense plans for Europe threaten its security.

Many experts agree passage in the U.S. Senate is not as certain, but that its prospects are good. To ratify the treaty, it will require 67 votes, to pass it will require Republican votes. Republicans in the Senate have expressed concerns that too many restrictions have been placed on America’s nuclear arsenal.

However, Obama is confident the treaty will be ratified when asked during a press conference following the signing. Obama stated, “And so I’m actually quite confident that Democrats and Republicans in the United States Senate, having reviewed this, will see that the United States has preserved its core national security interests, that it is maintaining a safe and secure and effective nuclear deterrent, but that we are beginning to once again move forward, leaving the Cold War behind, to address new challenges in new ways.”

Obama also noted, “[T]hat both in Russia and the United States, it’s going to be posed on the Internet, appropriate to a 21st century treaty. And so people not only within government but also the general public will be able to review, in an open and transparent fashion, what it is that we’ve agreed to.” Copies of the treaty and it’s protocol have been posted on the State Department’s website.

Monday, June 23, 2008

2008 COMPUTEX Taipei, the largest trade fair since its inception in 1982, featured several seminars and forums, expansions on show spaces to TWTC Nangang, great transformations for theme pavilions, and WiMAX Taipei Expo, mainly promoted by Taipei Computer Association (TCA). Besides of ICT industry, “design” progressively became the critical factor for the future of the other industries. To promote innovative “Made In Taiwan” products, pavilions from “Best Choice of COMPUTEX”, “Taiwan Excellence Awards”, and newly-set “Design and Innovation (d & i) Award of COMPUTEX”, demonstrated the power of Taiwan’s designs in 2008 COMPUTEX Taipei.

Sunday, April 6, 2008

Zanu-PF, the party of the incumbent Robert Mugabe has said that there should be a recount of the presidential election results to check for possible “errors and miscalculations.” Zimbabwe’s main opposition party, the Movement for Democratic Change (MDC), questioned the legality of these actions. They said that recounts are only legal after the original set of results are made available.

The MDC released premature election results last Sunday, which claimed a large victory for their presidential candidate Morgan Tsvangirai against Robert Mugabe.

MDC leaders said that the unofficial tally, based on one-third of the election returns, shows Tsvangirai with 67% of the vote. The ‘results’ were posted on the doors of polling stations, and then sent to party officials by text messaging. MDC Secretary General Tendai Biti said, “Barring a miracle, Mugabe can’t win.”

Tuesday, February 23, 2010

Toyota has been accused by a U.S. House of Representatives committee with misleading the public and investigators over its recent recalls.

The accusations, in a statement from the House Energy and Commerce Committee, claim that Toyota both relied on a flawed study in its assessment of the issue of sticking accelerator pedals at the heart of the recalls, and then made misleading statements about its response. According to the authors of the letter, Henry Waxman and Bart Stupak, Toyota dismissed, rather than investigated, the idea that the cars’ computers were at fault. In a statement, James Lentz, the president of Toyota’s American division, claimed that hardware issues were to blame, and that dealers were repairing the faulty part. Toyota also released a study commissioned from the research firm Exponent that said electronic systems were not to blame.

According to the House committee, however, the study involved only six vehicles, none of which had problems with their electrical systems, and was insufficient to produce an accurate result. “Our preliminary assessment is that Toyota resisted the possibility that electronic defects could cause safety concerns, relied on a flawed engineering report and made misleading public statements concerning the adequacy of recent recalls to address the risk of sudden unintended acceleration.”

The company is under a criminal investigation, and has received two subpoenas for documents from two House committees relating to the recalls, although whether they are directly related to the letter is unclear. The documents are related to accelerator issues in several models, as well as brake problems with the Prius hybrid car, and were served earlier in in February by a federal grand jury and the Securities and Exchange Commission. Toyota has released upwards of 75,000 pages of documents under the requests.

In a separate, though related, development, it has emerged that Toyota last year negotiated a limited recall for two models, the Toyota Camry and Lexus ES, that were affected by the accelerator recalls, saving the company an estimated $100 million. A confidential internal presentation in July 2009 made the claim, and a month later, a Lexus ES, one of the models under the limited recall crashed in California, killing four people. The claims apparently referenced a September, 2007 recall of floor mats that could trap gas pedals, the same problem that triggered a full recall of numerous Toyota cars to fix the same problem. In the same presentation, the company claimed to have avoided recalls of another model related to rust, as well as delaying new federal safety regulations.

Friday, November 13, 2009

Wikinews interviewed author Marc Headley about his new book Blown for Good, and asked him about life inside the international headquarters of Scientology known as “Gold Base“, located in Gilman Hot Springs near Hemet, California. Headley joined the organization at age seven when his mother became a member, and worked at Scientology’s international management headquarters for several years before leaving in 2005.

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.