Industry News | May 9, 2012

DQ Launches Online Promo to Increase Lunch Business

Who says there’s no such thing as a free lunch? At Dairy Queen, there is.

The Dairy Queen system launched Lunch Lovers on April 16, 2012, as an innovative digital campaign that shines the spotlight on new and existing menu items and rewards lunch fanatics with gift cards throughout the two-month promotion.

“We are a terrific lunch destination and we have a menu that offers value-priced meals,” says Tim Hawley, vice president of marketing communications at American Dairy Queen Corporation (ADQ). “We know that consumers are cutting back on away-from-home lunch purchases due to the economy and high gas prices in particular, but with our Lunch Lovers campaign we are looking to reverse the trend.”

John Gainor, president and CEO of International Dairy Queen, Inc., was tapped to promote the lunch initiative. He stars in the DQ system’s first of six online food-centered videos that challenge ultimate DQ food lovers to express their love of DQ lunch with a post on the Dairy Queen Facebook Fan Page.

There will be a new challenge every two weeks. Three gift cards will be awarded randomly on a daily basis and five ultimate Lunch Lovers will be randomly chosen to receive free DQ lunch for a year in the form of one $350 gift card.

“We love the fact that we have such passionate fans and this is our way of recognizing that passion,” Hawley says. “We have some exciting new menu items, such as the Chicken Bacon Ranch Iron Grilled Sandwich in May and our new 1/4 lb. Sweet Apple BBQ GrillBurger in June, that are a perfect choice for lunch.”

The Lunch Lovers campaign continues through July 9.