Dairy Queen is sweetening the deal for its rewards members, offering a range of birthday perks and continuing a limited-time promotion bringing back a nostalgic price point for its signature Blizzards. The company is leveraging its DQ Rewards program and mobile app to deliver these benefits, aiming to increase customer loyalty and drive traffic.
Birthday Rewards: A Sweet Tradition
For years, Dairy Queen has offered a special treat to customers celebrating their birthdays. The core of this program revolves around the DQ Blizzard Fan Club (accessible through the DQ Rewards app and website). Members who register their birthdays are eligible for a free treat during their birthday month. While the specific reward has varied, it typically includes a free Blizzard or a similar offering. According to Dairy Queen, customers must join the rewards program *before* their birthday to qualify.
The current promotion, as highlighted in recent communications, includes a free Mini Blizzard with the purchase of a Cake Blizzard during the week of the member’s birthday. This requires presenting valid identification to redeem the offer and cannot be combined with other promotions. This layered approach – a free mini treat alongside a purchase – is a common tactic for boosting sales while still offering a perceived value to the customer.
The Return of the 85-Cent Blizzard
Beyond the birthday rewards, Dairy Queen has been celebrating its 85th anniversary with a limited-time offer: a small Blizzard for just 85 cents. This promotion, initially launched in March and April, has been brought back in September , specifically for DQ Rewards members who missed out on the initial offering. The deal requires a minimum purchase of $1 and redemption of the offer through the DQ app.
This strategy of revisiting a promotional price point is notable. The 85-cent Blizzard taps into nostalgia, referencing the original price when Dairy Queen first opened its doors in in Joliet, Illinois. It’s a clever marketing move that leverages the company’s history while incentivizing app usage and larger purchases.
DQ Rewards: The Hub of the Promotions
The DQ Rewards program, and its associated mobile app, are central to Dairy Queen’s promotional strategy. The app allows customers to earn DQ Points on every purchase, receive exclusive deals, and, crucially, access these birthday and anniversary offers. The program’s success hinges on encouraging customers to download the app and actively engage with it.
The app-centric approach allows Dairy Queen to gather valuable customer data, personalize offers, and track the effectiveness of its promotions. The requirement to redeem the 85-cent Blizzard deal through the app, for example, ensures that the company can measure participation and attribute sales directly to the campaign. This data-driven approach is increasingly common in the fast-food industry, where loyalty programs are becoming essential for maintaining a competitive edge.
Fall Flavors and the Blizzard Treat Menu
Alongside the 85-cent Blizzard promotion, Dairy Queen has also introduced its Fall Treat Collection. This seasonal menu features both new and returning flavors, including the Caramel Toffee Cookie Blizzard Treat and the Maple Cookie Shake. The introduction of seasonal flavors is a standard practice in the fast-food industry, designed to generate excitement and encourage repeat visits.
The Caramel Toffee Cookie Blizzard Treat blends DQ’s soft serve with cookie pieces, toffee, and caramel, while the Maple Cookie Shake combines soft serve with a Maple Cookie Crumble base. These additions aim to capitalize on the popular flavors associated with autumn, providing customers with a reason to try something new alongside their classic favorites.
Implications and Future Trends
Dairy Queen’s current promotional strategy highlights several key trends in the fast-food industry. The emphasis on loyalty programs, mobile app integration, and personalized offers is becoming increasingly prevalent. Companies are recognizing the value of direct-to-consumer relationships and the ability to leverage data to drive sales.
The use of nostalgia, as seen with the 85-cent Blizzard, is also a powerful marketing tool. Appealing to customers’ memories and emotions can create a strong connection with the brand. However, the success of such promotions depends on careful execution and a clear understanding of the target audience.
Looking ahead, Dairy Queen is likely to continue investing in its DQ Rewards program and exploring new ways to leverage technology to enhance the customer experience. The company’s ability to adapt to changing consumer preferences and embrace innovative marketing strategies will be crucial for maintaining its position in the competitive fast-food landscape.
