March 12th 2009
MINNEAPOLIS – It’s a typical sight at local Dairy Queen® locations where people are sharing smiles and stories over delicious food and cravable treats. For nearly 70 years, the all-American favorite and treat category leader has been a trendsetter, such as with the often imitated but never duplicated signature Blizzard® Treat. Now, after more than 200,000 mentions of the brand in the blogosphere, the DQ® system is joining the conversation by initiating the official Dairy Queen blog, which makes sense for a brand that is social by nature.
Dairy Queen is no stranger to the world of content publishing, having produced World of DQ, a glossy internal magazine since 1969. The brand also has built one of the Web’s most successful fan clubs, the Blizzard Fan Club, which has exploded in popularity to more than two million members, many of whom are active bloggers and social media users. Blogging is a natural next step for Dairy Queen.
To kick off the blog, Dairy Queen offered bloggers a deal they couldn’t refuse. The first 250 bloggers who answered the question “What deal would you make with us to try our new Sweet Deals value menu?” received a Sweet Deals gift card. The most creative answer won Sweet Deals every week for a year. Sweet Deals offers more than 20,000 combinations of food, beverages and treats at value prices where the more you eat, the more you save.
International Dairy Queen (IDQ), which is headquartered in Minneapolis, Minn., develops licenses and services a system of more than 5,600 Dairy Queen® stores in the United States, Canada and other foreign countries, offering world famous dairy desserts, hamburgers, hot dogs and beverages. IDQ is part of the Berkshire Hathaway family, a company run by Warren Buffett, the legendary investor and CEO of Berkshire Hathaway Inc. Following the successful roll out of the DQ Grill & Chill® concept, the Dairy Queen system’s quick-service food concept that features an expanded menu and newly designed restaurant interiors, IDQ began testing the DQ® Orange Julius® concept in August 2005. DQ Orange Julius locations blend a sleek, new look with the feel of a traditional ice cream treat shop and offer a treat menu that includes traditional DQ favorites as well as the Orange Julius line of premium fruit smoothies and fruit drinks.