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Nearly 60 Dairy Queen and DQ Grill & Chill restaurants in Colorado will be the first to participate in the Dairy Queen system’s new mobile marketing platform called myDQ, as part of the brand’s test of the mobile app.
Through April 2015, DQ fans throughout Colorado can download the myDQ app that rewards loyalty and allows fans to pay for their food and treats directly from their mobile phone. Among the features on myDQ are DQ® Rewards, where fans earn, track, and redeem rewards for free food and treats for every five visits; exclusive offers and coupons personalized to each DQ fan; mobile wallet payment options and fund-tracking; and a restaurant locator plus DQ menu with nutritional information.
“We are excited about bringing myDQ to test, as the new platform reflects both the continued innovation and value behind the DQ brand,” says Barry Westrum, executive vice president of marketing for American Dairy Queen Corporation (ADQ). “What differentiates this from other quick-service restaurant mobile programs is our payment options, rewards and coupons, as well as advanced technology available through the app that does not require any physical interaction between a DQ team member and the fan’s phone, no barcode scanners required. This greatly improves the ordering experience, especially in the drive-thru. The myDQ app is also ‘context aware’, delivering different messaging depending on if the customer is in the restaurant or not and what the customer is doing, like earning rewards or redeeming rewards. We expect this test to perform well and look forward to rolling it out to other markets in the future.”
Upon downloading the app, fans will receive a mobile coupon for a free Mini Blizzard Treat from a participating myDQ location. From there, through the rewards program, fans will earn virtual DQ signature “Spoons” for eligible purchases. With five Spoons, fans can choose from a free Mini Blizzard Treat, cheeseburger, any size cone, a small sundae or a small Orange Julius Premium Fruit Smoothie. Ten Spoons earn fans a free drink or treat or a $5 Buck Lunch value meal combo of their choice. DQ Cakes and other exclusions may apply.
“Colorado was chosen as a test market because it is representative of the Dairy Queen system in restaurant types and product sales mix,” Westrum says. “The brand has great equity throughout the state, fans there love the DQ brand and they were eager to test a mobile marketing platform.”
Success will be evaluated through consumer and operator feedback, consumer adoption, engagement data and business results. Based on overall test market results, the Dairy Queen system would begin planning a national rollout next year.