In a twist to the traditional chicken strip basket, the Dairy Queen system announced the introduction of a new sweet and smoky Honey BBQ Glazed Chicken Strip Basket.
“Our chicken strips are not ordinary,” says Barry Westrum, executive vice president of marketing for American Dairy Queen Corporation. “We hear over and over that we have the best chicken strips anywhere. Now we’ve added this incredible new flavor profile that is sure to be a huge hit with our fans. Nothing we do is ordinary.”
Quality is at the core of all new food innovations coming from the DQ kitchen. The chicken strips are made with succulent all-tenderloin 100 percent white meat chicken tossed in a honey BBQ glaze for a sweet and smoky flavor punch. They are served in a basket with Texas toast, crispy fries, ranch dipping sauce and a wet napkin.
“The inspiration for our new Honey BBQ Glazed Chicken Strips is actually dads,” says Westrum. “We are solving that lifestyle challenge for dads. He used to commit to an afternoon with his friends watching games at their favorite wing joint. Now he can bring the entire family to DQ and for an even better wing flavor without the wing joint commitment.”
The launch of the Honey BBQ Glazed Chicken Strip Basket is supported by national advertising. The dad in the 15 and 30 second spots reminisces about going to sports bars for honey BBQ chicken, but now that he’s in “the dad game,” he goes to DQ for the new Honey BBQ Glazed Chicken Strip Basket, taking his toddler along with him. He gazes down at the toddler adding, “I like this dad thing!”