Industry News | June 14, 2013
DQ Sees Results with New WAND Digital Menuboards
In its first month, the new Euless, Texas Dairy Queen restaurant broke nearly every sales record in franchise and corporate history including the record for most sales on opening day, the record for most sales on any day, and the records for most sales in one week and one month. The Texas Dairy Queen Operators’ Council (TDQOC), a cooperative group of Texas Dairy Queen franchisees, is responsible for Texas DQ marketing/advertising and the Texas Country Foods system for nearly 600 DQ restaurants in the state of Texas. Michael Clarke is the franchise owner and operator of the Euless restaurant and owns Lickety Split Food Services, LLC. Clarke successfully launched the first interior digital menu Texas Dairy Queen restaurant utilizing six screens with the April 30 opening in Euless.
“Euless was the first Texas Dairy Queen restaurant with digital menu boards and we couldn’t be more thrilled by the results,” says Larry Newell, president of TDQOC. “WAND’s experience made them an easy choice, but their level of professionalism from creative conceptualization to deployment and installation gave us a reason to consider more digital restaurants.”
“Getting to work with Michael Clarke and the Texas Dairy Queen team was a phenomenal experience—not only because the brand itself is so dynamic and fun, but also because DQ Texas is extremely devoted to digital’s role in their success,” says Rick Engels, vice president of business development and the WAND internal creative department. “Michael, Larry, TDQOC’s Pat Johnson, and the entire team were really focused on the wow factor and trusted WAND to show them what vibrant digital content could produce.”
The WAND Digital creative department along with DQ Texas’ advertising agency of record, Loomis, and the franchisee Michael Clarke, went through several rounds of creative edits to generate the digital configuration. The final product features two feature boards (one for food and the other for desert), and four more dynamic/animated screens featuring Hungr’Busters, Country Baskets, T-Brand Tacos, Blizzard Flavor Treats, and other food items and frozen treats the Texas Dairy Queen brand is known for. After Euless’ record-breaking first month, TDQOC is now working with other Operators with plans to transition more of its stores from static menus to WAND Digital in the foreseeable future.
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