Industry News | March 3, 2009

DQ Hopes Its Value Menu Is As Addictive As Its Online Game

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Dairy Queen today unveiled an online game to support the treat category leader’s recently introduced Sweet Deals, a new permanent value menu. The game is live at DQ.com. “With people at home more often in this economy, casual games are increasing in popularity so the online game environment was a natural for us as we spread the news about Sweet Deals,” says Tim Hawley, vice president of marketing communications for International Dairy Queen. “Creating a game like this engages consumers in an exciting way and connects fans to our brand. We want consumers to view Sweet Deals as both a value proposition and something fun, and this game communicates that.”

Appealing to men and women of all ages, the game showcases DQ’s value menu foods and treats through a board format which allows users to choose unique value menu combinations (colors) to unlock their deal before time runs out. To measure achievement, the game keeps a tally of combinations and ranks scores accordingly. For additional excitement, there are a series of bonus levels and additional points for special combinations.

“The game is simple, addictive, makes a hero of the Sweet Deals value menu and answers the question ‘what’s your deal?,’” says Mike Fetrow, Vice President Creative with space150, the Minneapolis-based design firm that developed the game.

Dairy Queen’s new Sweet Deals value menu gives customers the freedom of choice, allowing them to mix and match nine menu items, choosing two for $3, three for $4 or four for $5, which is just one point of differentiation from its competitors. In all, customers will have more than 20,000 combinations to choose from. Sweet Deals includes full-portion menu choices such as the signature Dairy Queen cheeseburger, a classic all-beef hot dog, the new chicken wrap, French fries, onion rings, a side salad, a medium beverage and a small sundae or cone made with DQ’s famous soft serve with the curl on top.

This marks the first time in Dairy Queen’s storied history that a value menu will be offered year-round. This is in contrast to Dairy Queen competitors that are offering limited time only value meals.