Dairy Queen’s Summer of Fun

Like the heartbeat of America Dairy Queen (DQ) is nestled into the heartland of the US and the minds-eye of consumers when summer hits.  Well, this year, DQ is once again edifying its relationship with consumers with the launch of Box of Happy—a first of its kind, experience-centric subscription box filled with hands-on fun. Customers can sign up at DQBoxofHappy.com to receive three months of summer-themed kits, each bringing to life a quintessential seasonal activity with a delicious twist.

Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions® believes that success does leave clues and DQ has picked up the ‘best’ from subscription services and is edifying it’s top of mind position with families for generations with this Limited Time Offer. 

Maria Hokanson, executive vice president of Marketing at American Dairy Queen Corporation (ADQ) stated “Although subscription boxes are hugely popular, today’s families are seeking unique experiences instead of more stuff,”  “DQ is taking a fresh approach with Box of Happy, inspiring parents and kids alike to make the most out of every moment of summer.”

DQ fans can get all three boxes—from June through August—for $45, while supplies last. A three-month subscription includes a total of $30 in DQ gift cards, so families can explore the NEW Blizzard Treat flavors with their monthly deliveries.

Hokanson continued “Families create and savor sweet memories whenever they visit a DQ store,”. “Box of Happy extends this delightful experience outside of our restaurants, bringing families together over campfires, road trips and more—experiences that shape the season just as much as enjoying soft-serve in the sunshine.”

Created in partnership with The Coca-Cola Company, each month’s Box of Happy will provide families with an experience focused on a classic summer activity. How are you leveraging your partnerships for customer relevance?

June: Camp-In Box

The Camp-In Box is designed for families to explore the great outdoors in the comfort of their own living room with a box full of the happiest indoor camping gear on earth, including:

·         A built-in, faux, non-flammable campfire designed to work with a smartphone to create a warm glow and crackling sounds of a real summer bonfire.

·         A DQ Camp-In Shadow Puppet Storybook and two flashlights, to create handmade critters and imagine stories with kids, parents and friends alike.

·         A $10 DQ gift card to try the June Blizzard of the Month 

July: Water Park Box

July’s box will allow fans to turn their front yards in to a water park with a collection of fun, joy-filled water games and challenges for the entire family, including:

·         A waterproof box that opens to reveal a built-in, twisting sprinkler

·         A Splashdown activity booklet full of water-fueled outdoor games

·         A $10 DQ gift card to try the July Blizzard of the Month 

August: Road Trip Box

Near or far, the Road Trip Box aims to make fans’ journeys as happy as the destination with supplies for their next family adventure, including:

·         A built-in smartphone camcorder case to capture smiles on the go

·         An original “Memory Maker” card set with prompts of what to capture along your journey

·          A $10 DQ gift card to try the August Blizzard of the Month 

Although Box of Happy shipments are limited to the first lucky fans who can snag one of the three-month subscriptions, special elements from each kit will be available to the public during the first week of each month. For example, once the June Camp-In boxes are mailed to subscribers, the DQ Camp-In Shadow Puppet Storybook will be available for digital download at DQBoxofHappy.com.

According to Johnson, “Brand relevance is in part driven with innovation in new menu related products in combination with new avenues of distribution all of which are the platform for the new electricity.”

Johnson stated “that in my minds-eye the new electricity must be very efficient for the supply and includes such things as fresh foods, plant based  foods,  sampling, toy’s, beer, developing brands, unique urban clothing, grocerant positioning, Fresh food messaging, autonomous delivery, cashier-less retail, plates, glasses, cash-less payments, digital hand-held marketing.

All food retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food that is portable, fresh, with differentiation that is familiar not different. 

For international corporate presentations, educational forums, or keynotes contact: Steven Johnson Grocerant Guru at Tacoma, WA based Foodservice Solutions.  His extensive experience as a multi-unit restaurant operator, consultant, brand / product positioning expert and public speaking will leave success clues for all. For more information visit www.GrocerantGuru.com , www.FoodserviceSolutions.us or call 1-253-759-7869