How Digital Menu Boards Helped Dairy Queen Break Sales Records
In its first month, the new Euless, Texas Dairy Queen restaurant broke nearly every sales record in franchise and corporate history including the record for most sales on opening day, the record for most sales on any day, and the records for most sales in one week and one month. The Texas Dairy Queen Operators’ Council (TDQOC), a cooperative group of Texas Dairy Queen franchisees, is responsible for Texas DQ marketing/advertising and the Texas Country Foods® system for nearly 600 DQ restaurants in the state of Texas. Michael Clarke is the franchise owner/operator of the Euless restaurant and owns Lickety Split Food Services, LLC. Clarke successfully launched the first interior digital menu Texas Dairy Queen restaurant utilizing six screens with the April 30th opening in Euless.
The WAND Digital creative department along with DQ Texas’ advertising agency of record, Loomis, and the franchisee Michael Clarke, went through several rounds of creative edits to generate the digital configuration. The final product features two feature boards (one for food and the other for desert), and four more dynamic/animated screens featuring Hungr’Busters®, Country Baskets®, T-Brand® Tacos, Blizzard® Flavor Treats and other food items and frozen treats the Texas Dairy Queen brand is known for. After Euless’ record-breaking first month, TDQOC is now working with other Operators with plans to transition more of its stores from static menus to WAND Digital in the foreseeable future.