Dairy Queen is appealing to Millennial consumers with new high-quality oven baked snacks for under $2.
As Dairy Queen continues to grow within the quick-service restaurant industry, the company has introduced a new line of oven-hot snacks to its menu.
These oven-hot snacks, dubbed DQ Bakes!, are a first in the quick-service restaurant category. With the introduction of the DQ Bakes! Snacks Menu, the brand meets the needs of today’s on-the-go consumer looking for higher quality snacking options such as soft pretzels with zesty queso, potato skins and snack melts – all offered under $2 for a limited time at participating locations.
Get your snack on with the one-of-a-kind, queso-dipped, bacon-loaded, oven-melty snacks.
- Soft pretzel sticks with zesty queso: Three soft pretzel sticks, served hot from the oven, topped with salt and served with warm zesty queso dipping sauce.
- Potato skins: Potato skins served hot from the oven filled with zesty queso cheese sauce, bacon bits, cheddar cheese and seasoned with a dash of salt & pepper.
- Buffalo chicken snack melt: Grilled chicken, buffalo sauce, ranch dressing and melted cheddar cheese inside a tortilla toasted to perfection.
- Chicken bacon BBQ snack melt: Grilled chicken, BBQ sauce, bacon and melted cheddar cheese inside a tortilla toasted to perfection.
The new DQ Bakes! Snacks Menu is the first menu enhancement to come out of the DQ Bakes! Institute. The DQ Bakes! Institute was established in 2015 to inspire, develop and enhance innovation from the DQ kitchen. The DQ Bakes! Institute creates new and unique taste experiences Fans can’t get anywhere else and made-to-order innovations served straight from the DQ oven.
“In developing the DQ Bakes! Snacks Menu, it was important for us to show these items are not simply smaller versions of products we currently offer like others routinely do in our category,” said Barry Westrum, executive vice president of marketing for American Dairy Queen Corp. (ADQ). “Instead, they are two brand new snacks created with distinct cravings in mind. We know Millennials enjoy snacking throughout the day and relied on that insight to create a high-quality menu specifically made for snacking. Our snack menu continues to prove that the DQ brand truly listens to our Fans when creating new menu items.”
Recent studies show the average adult attention span comes in at just 2.8 seconds, paving the way for shorter bits of information that can be quickly consumed –referred to as “snackable content.” To introduce its new snacks menu to Fans, the Dairy Queen brand partnered with Mashable to turn its Fans into “snackable content” with a DQ-branded GIF booth in New York City.
Planted in the middle of Union Square Park in Manhattan, N.Y., the Dairy Queen brand, a Berkshire Hathaway company, attracted more than 1,500 Fans to sample the new menu, create snackable GIFs and instantly share through their social channels using #SnackMeDQ.
Fan feedback included: “This GIF booth is making my day! I love sharing GIFs like these with my friends,” “The potato skins are delicious! They taste like something I’d order at a sit-down restaurant,” and “The queso has the perfect amount of spice; I can’t wait to have more at my Dairy Queen store.”
In addition to the Snacks Menu, the brand is also unveiling a new sandwich from the DQ Bakes! Institute, the Artisan-style Philly. The Philly features warm, thinly sliced steak, Monterey Jack cheese, flame-roasted red and green peppers and onions, all served hot from the oven and served on an artisan-style basil cheese focaccia roll. Through innovations from the DQ Bakes! Institute, the brand continues to serve up one-of-a-kind flavor combinations only possible at DQ restaurants.