Dairy Queen jumps on value meal bandwagon

March 28, 2013

Dairy Queen is the latest quick-service chain to introduce a value meal to help consumers as they grapple with high gas prices, an increase in the payroll tax and continued economic uncertainty.

DQ's new $5 Buck Lunch will be available daily from 11 a.m. to 4 p.m. at participating locations starting  April 1. As part of the meal, customers will have a choice of a ¼ lb. GrillBurger with cheese, 3-piece Chicken Strip Lunch or a Chili Cheese Dog, which are all served with fries, a beverage and choice of a sundae.

For $1 more, guests also will have the option to upgrade their small sundae to a small Blizzard Treat, including Choco Covered Pretzel, the featured Blizzard Treat of the Month for April.

"Our $5 Buck Lunch is really big news for the Dairy Queen system. In this current economic climate, consumers are looking for value, particularly at lunch," said Barry Westrum, executive vice president of Marketing for American Dairy Queen Corporation. "Only at Dairy Queen restaurants can you enjoy a $5 Buck Lunch that comes with a treat."

Numerous QSR chains have promoted value meals since the New Year, including Wendy's, Burger King and McDonald's, citing increased pressures on consumers. Yum! Brands CEO David Novak recently said brands that aren't offering value will "end up losing." 

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Topics: Food & Beverage , Marketing / Branding / Promotion , Operations Management

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