RISE - Menu Monitor

Expansion Plans |
Dairy Queen opened a new DQ Grill and Chill in Anchorage, AK, on June 15. The unit is the first in the town and attracted
several lines on Tudor Road, the road on which where it is located. (Ktuu.com 6/15/07)
Dairy Queen has a new location in Solon, OH, which opened on July 2. The only Dairy Queen in the area, the location offers
hot food items as well as frozen treats. The unit is the first fast-food restaurant to open in the town in 20 years. (Presscitizen.com
7/7/07)
Promotion Plans |
Dairy Queen’s FlameThrower Grill Burger ad is receiving great reviews on YouTube.com. The ad features three people eating
the FlameThrower burger, but whenever they talk, flames shoot out of their mouths. The burger the ad is promoting features
two slices of jalapeño bacon, pepper Jack cheese, lettuce, tomato and DQ’s “serious” FlameThrower sauce. (Foodfacts.info
3/14/07)
Dairy Queen’s new waffle bowl product is looking like it will be the most successful product launch for the chain since the
Blizzard, which made its debut in 1985. The product is being advertised with television spots such as “Made for Each Other,”
an advertisement from Grey Worldwide. Also, a “Freeze/Click/Win” promotion encourages visitors to submit photos of
themselves with Dairy Queen treats. The top 10 photos are posted on the promotion’s website, and $500 goes to the photo
that was voted the best. The chain also created a MySpace page for the brand. (Mediapostpublications.com 6/18/07)
Dairy Queen’s advertising accounts have been given to Indianapolis-based Optimedia US. The company’s former advertising
agency, Louisville-based Paul Schultz, went out of business in June. Optimedia will oversee the chain’s media planning,
buying and account service for Louisville and Lexington, KY; Nashville and Knoxville, TN; Birmingham, Dothan, Mobile,
Huntsville and Montgomery, AL; and Jackson, MS. (Bizjournals.com 8/20/07)
Dairy Queen has launched a Share DQ Joy promotion for the holiday season. The promotion is centered on the restaurant’s
new holiday-themed website, sharedqjoy.com, where customers can watch and share customizable videos featuring a
Blizzard-loving grandmother named Joy. The Share DQ Joy tagline also ties in with the company’s gift card promotion, which
offers a free Blizzard or Orange Julius with the purchase of a $20 or more DQ gift card. (Businesswire.com 11/14/07)
Menu Development |
Dairy Queen added Yule Flip Peppermint Chip Blizzard to its Blizzard line. The item features peppermint candy pieces and
chocolate chunks, mixed with vanilla soft serve. (Company Website)
Dairy Queen launched freshly baked waffle cones and bowls on May 1. The bowls and cones, filled with soft-serve ice cream,
can be ordered plain or with chocolate coating. The chain’s new waffle bowl sundaes come in three flavors including Fab
Fudge, Chocolate Covered Strawberry and Turtle. The sundaes are priced at $3.50, while the cones are priced at $2.60. (NRN
Daily News Fax 5/1/07)
Dairy Queen will roll out its new all-beef hot dog to domestic units of the chain as well as its DQ Grill & Chill units. The new hot
dog will be priced at $2. (NRN Daily NewsFax 6/13/07)
Dairy Queen added a Pumpkin Pie Blizzard, made with DQ soft-serve ice cream, pumpkin pie filling and real pie crust.
(Company Website)
Technology |
Dairy Queen premiered its new interactive website. Online viewers are greeted by a virtual Dairy Queen hostess who walks
them through company information and games. Site features include The Blississippi, a river raft guide challenge; The Blizzard
Factory, a Blizzard-making, mousetrap-like contraption requiring visitors to rearrange a series of gizmos; and Build a DQ Sign,
allowing participants to create signs with personalized messages using a suction-cup letter changer. The website also hosts a
DQ Cinema photo slideshow of DQ’s history and airs DQ’s latest TV commercials. (QSR Magazine Online 9/11/07)
Dairy Queen launched its redesigned Blizzard Fan Club website. The site features Dairy Queen character “The Spoonman”
playing blues, punk, classical, country and other musical styles with his signature spoons. Other features include the
“Blizzualizer,” where members can create their Blizzard treats, and a “Behind the Blizzard” area where members can learn
how Blizzards are made and watch Blizzard commercials. In addition, a timeline shows the history of flavors offered.
(Qsrweb.com 10/3/07)
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