News

DQ embraces snacking

September 15, 2016

For proof that few Americans listened when moms warned against between-meal snacks comes from Dairy Queen this week, where the chain clearly thinks enough people love snacking to support a whole new menu line of hot oven snacks.

A news release about the new DQ Bakes! Snacks menu touts these offerings as being the first of their kind in the quick-service category. Items included on the new menu are grab-and-go foods, including soft pretzels, potato skins and chicken melts, all specially priced now at $2, according to the news release. 

The target audience for the new menu? Millenials, of course. 

"In developing the DQ Bakes! Snacks Menu, it was important for us to show these items are not simply smaller versions of products we currently offer like others routinely do in our category,” said the company’s Executive Vice President of Marketing Barry Westrum, in the release. "Instead, they are ... brand new snacks created with distinct cravings in mind. We know millennials enjoy snacking throughout the day and relied on that insight to create a high-quality menu specifically made for snacking. Our snack menu continues to prove that the DQ brand truly listens to our fans when creating new menu items."

The brand launched the new items with a tasting in New York City’s Union Square Park, during a partnered event with Mashable that featured a GIF booth that attracted more than 1,500 people to snack and share it on social media. The endeavor was a huge hit. 

"This GIF booth is making my day!" said one fan, quoted in a company news release. 

The new menu is the first of a set of items coming out of the brand’s DQ Bakes! Institute, that opened last year to innovate products for the brand. Another new product from that source is a new artisan-style Philly steak sandwich, with Monterey Jack, roasted red and green peppers and onions on a basil cheese focaccia roll.