Let Them Eat Pie

New study: says Americans like pie, and many prefer pie a la mode.

MINNEAPOLIS, MN (Friday, July 01, 2005) - Move over cake and let them eat pie. A new national survey commissioned by Dairy Queen® and conducted by Harris Interactive® reveals that when it comes to eating pie, almost half (46 percent) of U.S. adults who like pie, enjoy pie a la mode (with a scoop of ice cream) for dessert. Dairy Queen commissioned the survey as part of the introduction of its new line of Dream Pie Blizzards®, available July 1 in all Dairy Queen and DQ Grill & Chill® locations nationwide.

Not surprisingly, nine out of 10 (92 percent) adults like pie. More than half (56 percent) like cream-filled pie with chocolate and banana being among the top three choices.

Considered a new twist to its signature Blizzard treat, the innovative Dream Pie Blizzard flavors include French Silk, made with thick chunks of chocolate and rich cocoa fudge; Banana Cream, made with sweet banana slices; and tangy Key Lime, created with the famous Florida fruit. All Dream Pie Blizzards also are blended with creamy smooth DQ®soft serve, flaky pieces of pie crust and topped with whipped cream.

"Dairy Queen has known for the past 65 years that just about everybody craves ice cream, but a passion for pie gave us inspiration to create this new Blizzard line," said Michael Keller, chief brand officer for International Dairy Queen, Inc. "We want customers to know there is always something different at Dairy Queen, so we continue to introduce exciting new food and treat items to our menu."

The average retail price of a Dream Pie Blizzard is $2.39 for the 12 oz., $2.80 for the 16 oz., and $3.30 for the 21 oz. The Dream Pie line is one of several new Blizzard flavors being introduced this year to celebrate the 20th birthday of the Blizzard. As part of the birthday bash, DQ launched a new Blizzard Fan Club Web site at www.blizzardfanclub.com and a DQ® Blizzard Birthday Bash Scratch & Win Game. Young DQ fans have their own online club at www.thedqlab.com with chances to win prizes.


About the Survey
Harris Interactive® conducted the telephone survey for Dairy Queen between May 5 and 8, 2005 among a nationwide cross section of 1,017 U.S. adults ages 18 and over, of whom 947 like some type of pie. Figures for age, sex, race, and region were weighted where necessary to align them with their actual proportions in the population. In theory, with a probability sample of this size, one can say with 95 percent certainty that the results for the overall sample have a sampling error of plus or minus 3.1 percentage points. Sampling error for the sample of those who like pie is plus or minus 3.2 percentage points.

About IDQ
International Dairy Queen (IDQ), which is headquartered in Minneapolis, Minn., develops, licenses and services a system of more than 5,700 Dairy Queen-stores in the United States, Canada and other foreign countries, offering dairy desserts, hamburgers, hot dogs and beverages. IDQ is part of the Berkshire Hathaway Inc. family, a company owned by Warren Buffett, the legendary investor and CEO of Berkshire Hathaway. In 2001, IDQ launched a new concept called DQ Grill & Chill® that blends the best of the Dairy Queen brand’s heritage with the most modern innovation in quick service food and design, featuring an all new expanded menu and newly designed restaurant interiors.

For More Infromation Please contact:
Dean Peters, Director of Communications
International Dairy Queen, Inc.
Phone: (952) 830-0204

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