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DAIRY QUEEN - Mitesh Shah

DAIRY QUEEN

Treat the right way

The Challenges

People are getting smarter and health-conscious. QSR has a new challenge of coming up with a healthy, balanced, and nutritious menu. Dairy Queen is known for the dessert. However, recently they have upgraded the business model and introduced healthy meals and smoothies. The challenge is to get people familiar with their new brand renovation and perception.

Insight

Female millennials are a hectic group. They like to be inspired, love appealing visual designs as they are very active on social media, and share pictures and stories. They are also the taste-makers and most likely to influence others. They look forward to something quick and easy to grab and go in non-busy business hours.

Solution

“Treat the right way” is relevant not only to customer service-wise but also since Dairy Queen has adopted healthier food in the menu. Also, they have a reputation for the treats they offer. Again, that is an appealing way to attract female millennials who likes to be inspired.

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