Dairy Queen looks to increase lunch business

May 9, 2012

The Dairy Queen system's recently-launched Lunch Lovers promotion includes a new digital campaign that shines the spotlight on new and existing menu items and rewards lunch customers with gift cards throughout its two month run.

"We are a terrific lunch destination and we have a menu that offers value-priced meals," said Tim Hawley, vice president of Marketing Communications at American Dairy Queen Corporation. "We know that consumers are cutting back on away-from-home lunch purchases due to the economy and high gas prices in particular, but with our Lunch Lovers campaign we are looking to reverse the trend."

John Gainor, president and CEO of International Dairy Queen Inc., was tapped to promote the lunch initiative, and stars in DQ's first of six online food-centered videos here.

The videos challenge DQ fans to express their love of DQ lunch with a post on the Dairy Queen Facebook Fan Page. There will be a new challenge every two weeks. Three gift cards will be awarded randomly on a daily basis and five ultimate Lunch Lovers will be randomly chosen to receive free DQ lunch for a year in the form of one $350 gift card.

"We love the fact that we have such passionate fans and this is our way of recognizing that passion," said Hawley. "We have some exciting new menu items, such as the Chicken Bacon Ranch Iron Grilled Sandwich in May and our new 1/4 lb. Sweet Apple BBQ GrillBurger in June, that are a perfect choice for lunch."

The Lunch Lovers campaign continues through July 9.

New menu items

The Dairy Queen rolled out a new Confetti Cake Blizzard Treat as the Blizzard of the Month for May, as well as the Chicken Bacon Ranch Iron Grilled Sandwich.

The Confetti Cake Blizzard Treat blends moist white cake pieces, confetti frosting and vanilla DQ soft serve and is available in mini, small, medium and large sizes. The Chicken Bacon Ranch Iron Grilled Sandwich is layered with a grilled chicken fillet that's topped with creamy ranch dressing, crispy bacon, fresh leaf lettuce and thick-cut tomato slices, all served on DQ signature iron grilled bread.

"Our new Blizzard Treat is a delicious birthday celebration in a cup," said Barry Westrum, executive vice president of Marketing for American Dairy Queen Corporation. "Coupled with our new Iron Grilled Sandwich, our customers will find value in cravable options for lunch, dinner or a snack on our menu in May."

Read more about marketing campaigns or food and beverage launches.

Topics: Business Strategy and Profitability , Coffee/Bakery/Donut , Food & Beverage , Marketing / Branding / Promotion , Online / Mobile / Social , Operations Management

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