This story about Dairy Queen from Brandchannel (which I found out about from Agenda's Live Feed at news.agendainc.com) is an interesting look at how to grow a brand that is entrenched in an industry with flat sales: brandchannel.com | Dairy Queen Brand | Fast Food Restaurant Brands | Retail Branding
We probably pile into the car once a month for strawberry shakes (for my son and husband, who insist they're better than you can get anywhere else) and a double Snickers Blizzard for me. But you couldn't get me to buy food in that place on a bet. I have no interest in whatever food DQ has to offer unless that food is made from cream and sugar and is -16 degrees C (the typical serving temperature of ice cream, in case you were wondering -- and yes, I had to look that up).
According to the piece at Brandchannel they've introduced a Grill and Chill concept, which I must say just doesn't work for me. What I found more intriguing was this:
The company is working on a revision for its more than 1,000 locations that only serve treats called "Project Cornerstone." ... It will feature a significantly modernized look, a larger menu and an expanded "experiential" component of what customers see, smell and watch in the restaurant.
Experiential component. There's that word again. I'm wondering what they have up their sleeve. I hope it's really experiential, and not some simulation of experiential, like simply adding aromas to the restaurant or providing a back-of-the-house view of bored teens working ice cream blenders.
If you were going to reposition Dairy Queen, or DQ as I understand they now prefer to call it, what would you do?