Industry News | August 3, 2010

DQ Mini Blizzard Goes National

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Dairy Queen and DQ Grill & Chill locations nationwide have officially launched the new Mini Blizzard Treat, a smaller Blizzard Treat size. The debut of the new size comes during the 25th anniversary of DQ's signature treat.

"Our Blizzard Treat brand continues to have a positive impact on our sales, and the addition of the Mini will only enhance those numbers,” says Michael Keller, chief brand officer for American Dairy Queen Corporation. “The new Mini offers a size and value that appeals to a variety of consumers.”

The Dairy Queen system has generated extensive excitement for the Mini Blizzard Treat over the last four months. Since April, the Dairy Queen custom-designed Blizzardmobile has traveled the U.S. and Canada offering free new Mini Blizzard Treats, activities, games, music, and a chance to win prizes, all while raising awareness and funds for Children’s Miracle Network as part of the 25th birthday celebration of the Blizzard Treat.

In most DQ restaurants, the new Mini Blizzard Treat will be priced between $1.99 and $2.49. The launch of the Mini Blizzard Treat will be supported by national advertising throughout August.