News

Texas Dairy Queen franchisee credits digital menu boards for record sales

June 14, 2013

In its first month of business, the new Euless, Texas, Dairy Queen restaurant broke nearly every sales record in franchise and corporate history, including the record for most sales on opening day, the record for most sales on any day, and the records for most sales in one week and one month.

The Texas Dairy Queen Operators' Council, a cooperative group of Texas Dairy Queen franchisees, is responsible for Texas DQ marketing/advertising and the Texas Country Foods system for nearly 600 DQ restaurants in the state of Texas. Michael Clarke is the franchise owner/operator of the Euless restaurant and owns Lickety Split Food Services LLC.

Clarke attributes part of this success to the restaurant's new interior digital menu boards, supplied by WAND Corp. The Euless restaurant is the first in Texas to feature interior digital menu boards, with six screens.

"We couldn't be more thrilled by the results," said Larry Newell, president of TDQOC. "WAND's experience made them an easy choice, but their level of professionalism from creative conceptualization to deployment and installation gave us a reason to consider more digital restaurants."

Rick Engels, vice president of Business Development and the WAND internal creative department, said DQ Texas is "extremely devoted to digital's role" in its success.

The WAND Digital creative department along with Clarke and DQ Texas' advertising agency of record, The Loomis Agency, went through several rounds of creative edits to generate the digital configuration. The final product features two feature boards (one for food and the other for dessert), and four more dynamic/animated screens featuring Hungr'Busters, Country Baskets, T-Brand Tacos, Blizzard Flavor Treats and other menu items.

After Euless' record-breaking first month, TDQOC is now working with other operators with plans to transition more of its stores from static menus to WAND digital menu boards.

Read more about digital menu boards.