Joel Libava
(An furious local bar owner)
Your local Dairy Queen® frozen dessert franchise business wants you to spend your money at their Happy Hour instead of at Conley’s Pub & Grill-or whatever the name of your local watering hole is. Makes perfect sense. Who wouldn’t want to chase down a couple of Premium Fruit Smoothies for $2 each, instead of 3 fingers of Cutty Sark for $6?
I’m not kidding. Dairy Queen just launched a “Hardest Working Happy Hour,”and your local franchisee wants you to check it out. (While local bar owners don’t.)
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Dairy Queen Press Release
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. 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) Read more
DQ Targeting Late Afternoon Customers
The executive team at Dairy Queen is targeting workers who may want to pop-in for a refreshing cold coffee drink or smoothie after a harried day at the office. The company introduced a line of cold coffee drinks last month.
What do you think?
Can you see yourself stopping in your local Dairy Queen store’s Happy Hour for a refreshing cold non-alcoholic drink after a stressful day at the office?
And, are you more tempted (now) to look into owning a Dairy Queen franchise business because they’re getting into the cold coffee business?
Finally, if you’re a local bar owner, how furious are you? Do you kind of wish Dairy Queen would get out of your late-afternoon space?
About the Author
Joel Libava is The Franchise King® — an independent franchise advisor with 25+ years in the industry, two published books on franchising, and his writing has been featured in The New York Times, Forbes, CNBC, Entrepreneur® Magazine and others. In addition, he wrote exclusively for the U.S. Small Business Administration blog for eight years. He doesn't sell franchises. Instead, Joel helps you figure out if franchise ownership is actually right for you — and if it is, teaches you his powerful, proven-to-work franchise research techniques, so you can make a smart, informed decision on a franchise to own and be your own boss.
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