Dairy Queen Turns To Value Menu

(Wednesday, February 04, 2009) - Dairy Queen has announced that all of its DQ Grill & Chill and Dairy Queen/Brazier locations are adding a new permanent value menu.

The Sweet Deals value menu allows customers to mix and match nine menu items, choosing two for $3, three for $4 or four for $5. In all, customers will have more than 20,000 combinations to choose from. Adding further to the value being offered, these menu items are not smaller, downsized portions, but are regular-sized menu items.

Following a successful two-year menu test beginning in 2007, Dairy Queen is launching Sweet Deals nationwide, marking the first time in its 64-year history that a value menu will be offered year-round.

According to Michael Keller, chief brand officer for International Dairy Queen Inc., the Sweet Deals menu already accounts for 7 percent of store sales before national advertising runs in March and is expected to help drive same-store sales 2 percent to 3 percent.

"The Sweet Deals value menu truly leverages Dairy Queen's unique strengths as a food and treat industry leader," Keller said. "Americans are not giving up going out to dinner amid a slumping economy, they are being more careful with their spending, which is a key reason why we are launching Sweet Deals."

The debut of Sweet Deals will be supported by national advertising in March and May.

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