Dairy Queen has taken its Dreamsicle Dip national.
The Minneapolis-based quick-service chain is adding to its treat menu and has a new marketing tagline, “Happy Tastes Good.”
That treat menu includes a variety of new sundae toppings as well as new Dreamsicle Dip, an orange and vanilla-flavored coating for its soft-serve cones.
A company spokesman said that Dairy Queen made the tip available to franchisees on March 20, the first day of spring and the day of the company’s traditional “DQ Free Cone Day.” As such, it began appearing on menus around the country—generating some social media buzz for the 4,400-unit chain.
On April 1, the dip became part of Dairy Queen’s core treat menu and is thus available nationwide. The cone will be available on the treat menu until fall.
Photograph Courtesy of American Dairy Queen Corp.
The new sundae toppings include chocolate chunks, praline pieces and “Midnight Fudge.” The company also said its berry blend Summer Berry will also return this summer.
The company said that it is making the treats available from April 15 through May 19 on its DQ 2-for-$4 Treat Nights, where customers can order two medium dipped cones or sundaes for $4 after 8 p.m. at participating locations.
The company’s new Happy Tastes Good tagline is designed to promote the company’s role during celebrations, such as sporting events or birthdays.
The company commissioned a survey, for instance, in which 69% of customers said that a Blizzard was a “happier way to start the summer” than a road trip (43%), wearing shorts (40%) or cannonballing into a pool (29%).
“Happy Tastes Good is about the joyful moments you experience when you visit one of our restaurants,” Maria Hokanson, executive vice president of marketing for American Dairy Queen Corp., said in a statement.
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