Industry News | May 31, 2013
DQ Stirs Up New Blizzard Creation
Excitement continues at Dairy Queen and DQ Grill & Chill restaurants in the U.S. nation-wide, as the Dairy Queen system kicks off the summer season with a selection of cool treats led by the debut of the blockbuster S’mores Blizzard Treat on May 27.
In a new twist of a campfire favorite, the S’mores Blizzard Treat is a combination of marshmallow-filled chocolate bars and Honey Maid graham crackers blended with creamyDQ signature vanilla soft serve. A new S’mores Royal Shake and S’mores Frozen Hot Chocolate also are on the DQ menu this summer. All three delectable treats are crowned with fluffy whipped topping.
“We are bracing for a frenzy at our restaurants this summer, particularly as our fans experience the new S’mores Blizzard Treat,” says Barry Westrum, executive vice president of Marketing for American Dairy Queen Corporation (ADQ). “The S’mores Blizzard Treat tested off the charts. Our Research & Development Department spent years perfecting this flavor, including getting the chocolate bars just right.
“We’ve taken the S’mores flavor profile and infused it into our award-winning Royal Shake and Frozen Hot Chocolate too,” Westrum says. “We want our fans coming back for ‘S’more.’”
The S’mores Blizzard Treat is available in four sizes including the popular Mini, and Royal Shakes and Frozen Hot Chocolate beverages are available in three sizes. All treats are the perfect complement to the DQ Spicy Chicken Strip Basket, which is the food menu special in June. One of the most popular items on the Dairy Queen menu, Chicken Strip Baskets offer white tenderloin chicken strips with fries and Texas toast.
“The Dairy Queen system is known for the innovation behind our treats and food, and this month is a great example of that,” Westrum adds. “Summer and the Dairy Queen system are synonymous, so we’ve made sure our fans have enough variety to keep them coming back this season and beyond.”
Orange Julius Light Smoothies have recently been introduced to Dairy Queen restaurants, joining Orange Julius Premium Fruit Smoothies and Julius Originals on the core menu. They are available in Orange, Strawberry, Strawberry Banana, Tripleberry, Mango Pineapple, Berry-Pom, Orangeberry, and Piña Colada flavors with a protein or banana boost that can be added. The Orange Julius Premium Fruit Smoothies are blended fresh to order with real fruit and low-fat yogurt and have no artificial flavors. Orange Julius Light Smoothies also are made with real fruit, no artificial flavors or sweeteners and contain 170 calories or less in a small.
In addition to signature treats and smoothies, DQ Grill & Chill restaurants and other DQ locations offer delicious and unique food items including Premium GrillBurgers, Chicken Strip Baskets, Iron Grilled Sandwiches, Grilled or Crispy Chicken Sandwiches and Salads, Shrimp Baskets, Quesadillas, Chili Cheese Dogs and more. A new deal is the $5 Buck Lunch, available daily from 11 a.m. to 4 p.m. at participating locations. Fans have a choice of a quarter-pound 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 Mini Blizzard Treat, such as S’mores.
Many Blizzard Treat flavors, including S’mores, also can also be made into delicious DQ Cakes, perfect for birthdays, anniversaries and holidays such as Father’s Day. They are a great way to make any celebration extra special.
The incredible popularity of the Blizzard brand is what led the Dairy Queen system to initiate the Blizzard Fan Club in 2005 and the Dairy Queen Facebook fan page in 2008. Today, the Fan Club is 3.4 million members strong while the DQ Facebook fan page has more than 6 million friends.
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