Now that social media has lost its novelty, Dairy Queen’s Michael Keller is having a flashback as he considers the near-term possibilities for Facebook, Twitter, or whatever buzz-maker might next set fingers a-flutter.
“You know that moment right before you drop on a rollercoaster? You’re very excited, you’re having fun, but there’s a little fear?
“That’s what I’m feeling a lot these days,” confesses the 5,600-unit chain’s chief brand officer.
“Natural.” It sounds like a good choice, but what does it really mean? What about the words “recyclable” or “chemical free”? What do they say about the products that bear them on their labels? As it turns out, not a whole lot. “Natural” is vague at best, “recyclable” refers to anything that could be reused in some way (the possibilities are endless), and most items that claim to be “chemical free,” in fact, contain chemicals—just nontoxic ones.