Dairy Queen
Case Study: Secret Ingredient Marketing Helps Dairy Queen Develop Innovative New Menu Concepts
Secret Ingredient designed and led a Treat Innovation Workshop that resulted in exciting new innovative menu items for product testing.
Challenge
Dairy Queen's competitive landscape is changing. The competition now contains many more innovations such as frozen yogurt, frozen drinks, smoothies, and coffee all encroaching on DQ's treat business.
Despite tremendous success with its BLIZZARD franchise, little else had been done in the way of treat innovation and Dairy Queen realized that it was falling behind.
To address this shortcoming and get ahead of the competition, Dairy Queen hired Secret Ingredient to design and lead an innovation project aimed at creating a range of new treat ideas with the potential to become a new platform for the DQ brand that would ultimately help DQ capture a bigger scoop of treat occasion business.
Methodology
Secret Ingredient conducted a productive two day Treat Innovation Workshop with core members from DQ's Marketing and R&D teams. The workshop included a deep dive into the world of treats with product sampling, food trend analysis, and discussions with innovative treat specialists. Team members were inspired to prototype new concepts, even working with food illustrators to bring ideas to life.
Results
The Treat Innovation Workshop sparked over 140 new product ideas which were winnowed down to the most promising candidates. R&D is currently testing these ideas and Secret Ingredient looks forward to working with DQ on the field testing of these innovations. We can’t wait to taste the newest menu addition.
Are you interested in exploring new menu items? Contact Secret Ingredient to find out how we can help.
