Monday, May 23, 2016

Dairy Queen is getting into the coffee business

Let's face it -- half the drinks sold at Starbucks might as well be milkshakes. A mocha Frappuccino is just another name for chocolate shake. Starbucks is really in the ice cream business if you ask me, so it only makes sense that Dairy Queen should get into the coffee business. And they are doing just that according to a press release:

The battle for coffee supremacy has just expanded with the announcement today that the Dairy Queen® system is now offering iced coffee and frappés for the first time nationally in the U.S., as a part of the launch of the Hardest Working Happy Hour available weekdays at participating U.S. locations from 2 to 5 p.m.

The Berkshire Hathaway (NYSE: BRK.A and BRK.B) company is offering DQ® fans the choice of a new Vanilla, Salted Caramel or Mocha flavored Iced Coffee; new OREO®, Caramel Chip or Midnight Mocha DQ Ultimate Frappés; and Strawberry Banana, Tripleberry®, Mango Pineapple and the new Strawberry Watermelon Orange Julius®Premium Fruit Smoothies at one of the best values in the industry. The small flavored Iced Coffees are only $1, and the small, blended to perfection new DQ Ultimate Frappés and small Orange Julius® Premium Fruit Smoothies are just $2 weekdays from 2 to 5 p.m. at participating locations. While the beverages are available all day, they are value priced only during Happy Hour.

"This is our biggest beverage launch ever and happy hour is a very competitive day-part across all restaurant brands. We've really differentiated ourselves from other QSR and beverage competitor happy hour programs by creating a stir in our space with variety, value and taste," said Barry Westrum, executive vice president of Marketing for American Dairy Queen Corporation (ADQ). "Our fans want something different and better and at our DQ locations they can now treat themselves to the unbelievable every day. With our Hardest Working Happy Hour, fans will find quality, portable iced coffee DQ Ultimate Frappés and smoothie beverages at a great price and offered in a uniquely DQ way. It's an extra indulgence during the day that's perfect as an afternoon on-the-go pick-me-up."

U.S. Gold Medal Gymnast Shawn Johnson will be on hand at the Manhattan DQ Grill & Chill® restaurant from 2 to 3 p.m. to launch the Hardest Working Happy Hour, which appeals to female millennials. The newlywed, author and Dancing with the Stars winner is a great fit for the brand and a multitasker.

"At any given time, we are on our phones, on our laptops and in a meeting, all at the same time. We're all multitaskers and studies say that 98 percent of us don't do it very well," said Westrum. "Shawn is the epitome of a multitasker and that's our message with the beverages on our Hardest Working Happy Hour menu."

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