Industry News | March 29, 2013

DQ Hits the Magic Price Point with $5 Buck Lunch

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Rising gas prices, increases in the federal payroll tax, and overall economic uncertainty have left consumers yearning for more value for their take-home dollar, particularly when eating out.

According to an online survey conducted by Harris Interactive in March 2013 and commissioned by the Dairy Queen system, a Berkshire Hathaway company, price is an important consideration in choosing where to go for lunch. The survey results were announced as part of the April 1 launch of DQ $5 Buck Lunch.

“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,” says Barry Westrum, executive vice president of Marketing for American Dairy Queen Corporation (ADQ). “According to our survey, we also hit the mark by offering a lunch that includes, at no extra cost, choice of a sundae.”

According to the survey, 93 percent of American adults that dine out for lunch said that price is important when choosing their destination. In addition, more than half (51 percent) of Millennials (aged 18–34) are more likely to make a complete meal choice for lunch if it includes a dessert. When asked about favorite toppings for a sundae, more than two thirds (65 percent) of those who eat ice cream sundaes said hot fudge was their favorite.

The DQ $5 Buck Lunch is available daily from 11 a.m. to 4 p.m. at participating locations. Fans have a choice for their $5 Buck Lunch 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 just $1 more, fans 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.

“Only at Dairy Queen restaurants can you enjoy a $5 Buck Lunch that comes with a treat,” Westrum says. “Since hot fudge was the number one topping choice for a sundae, we’ll make sure we have enough to satisfy that craving. Our $5 Buck Lunch offer is an irresistible every day reward for our fans.”