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Nation's Restaurant News: Dairy Queen Continues Menu Expansion With Line Of Cold Coffee Drinks
The brand is hoping to bring more consumers to its stores in the afternoon.
Dairy Queen hopes that coffee will energize its afternoons.
The Minneapolis-based frozen-treat chain has surged in recent years with menu expansions and more focused marketing. Now Dairy Queen hopes that a line of cold coffee drinks introduced last month will help lure customers in the afternoons, when the market for cold coffee is strongest.
“One of the areas we thought we had some white space in was taking what customers love about afternoon pick-me-up kind of drinks, and combine that with the great taste they know comes from Dairy Queen,” said Barry Westrum, Dairy Queen’s executive vice president of marketing. “We can jump into that space and be successful.”
The chain introduced a selection of iced coffees and frappes last month. Cold coffee represents the biggest growth market in the beverage category. The offerings include vanilla, salted caramel and mocha flavors, while the frappes come in Oreo, Caramel Chip or Midnight Mocha varieties.
“Our brand does very well in the afternoon and evening snack periods,” Westrum said. “We saw an opportunity to strengthen in the afternoon. Coffee peak period is between 2 and 5 in the afternoon.”
To read the full Nation’s Restaurant News article, click here.
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About the Author
Cassidy McAloon
FollowCassie has over five years of digital and traditional media experience. She joined NLA after working as a television news producer in both Milwaukee and Chicago, and now specializes in aligning strategies across the board for her clients, ultimately building buzz and telling compelling stories through content marketing, social media, digital campaigns and traditional PR.
Cassie has a Bachelor of Arts in Broadcast and Electronic Communications from Marquette University. In her spare time, Cassie enjoys traveling and exploring what new cities have to offer in addition to spending time with her friends and family.
