Dairy Queen introduces value menu nationwide

by Keith Nunes
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MINNEAPOLIS — After testing its initiative in 2007, International Dairy Queen, Inc. has introduced its Sweet Deals value menu nationwide. The new initiative will allow customers to mix and match nine menu items, choosing two for $3, three for $4 and four for $5.

Items included in the menu program include a cheeseburger, hot dog, chicken wrap, french fries, onion rings, a side salad, a medium beverage or a small sundae or cone. The company emphasized that the items included in the value menu initiative are not smaller portions than the company’s regular menu items.

"Sweet Deals combines both food and treats in a way that gives our customers the opportunity to customize their orders, a freedom of choice, so to speak, not only in terms of what they would like to order but also how much they would like to order, how much they would like to spend and how much they would like to save," said Michael Keller, chief brand officer for International Dairy Queen, Inc.

Mr. Keller said the Sweet Deals menu already accounts for 7% of store sales before national advertising runs in March and is expected to help drive same store sales 2% to 3%.

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