Mar 21, 2010 – MINNEAPOLIS – Dairy Queen®, the treat category leader and one of the leaders in the quick service restaurant (QSR) industry, announced today that it would offer America’s teachers two free items off of its new Sweet Deals value menu to celebrate National Teacher Day, which comes this year on May 5th.
That’s the day that communities nationwide celebrate the major contributions that local teachers make to both students and adults in their hometowns.
Teachers in pre-school through high school need only present a valid work or union ID to take advantage to the offer.
The offer came at the urging of Dairy Queen owner Warren Buffett, an Omaha billionaire and controlling owner of Berkshire Hathaway Corp., who has gained fame late in his life for giving a vast chunk of his fortune away to Microsoft founder and friend Bill Gates.
Sweet Deals accounted for nearly 10 percent of total DQ sales in March, making it one of the best performing food initiatives in Dairy Queen history.
“As we continue to build our food credentials, we are very encouraged by these first quarter numbers,” said Michael Keller, chief brand officer for International Dairy Queen. “Sweet Deals is an important initiative for us and its success suggests that customers have responded well to DQ®’s first value menu, which is well-suited and well-timed for the challenging economic environment we all are experiencing.”
Sweet Deals allows Dairy Queen customers to mix and match nine menu items, choosing two items for $3, three for $4 or four for $5. The menu combines both food and treats and gives customers the opportunity to customize their orders, not only in terms of what they would like to order but also how much they would like to order, how much they would like to spend and how much they would like to save. The menu includes a classic cheeseburger, all-beef hot dog, premium chicken wrap, regular sized French fries and onion rings, medium soft drink side salad, and a small sundae or dipped cone.
“There’s no group in America that Dairy Queen loves more than American teachers,” noted Mike Fetrow, vice president for creative at the company.
About IDQ
International Dairy Queen (IDQ), 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 offers a treat menu that includes traditional DQ favorites as well as the Orange Julius line of premium fruit smoothies and fruit drinks.
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