The soft serve ice cream and fast food chain, Dairy Queen rolled out new iced coffee products last week, just in time for summer.
This is the first time the brand will be offering iced coffee and frappés nationally in the US. This launch is paired with the Hardest Working Happy Hour campaign which is a daily promotion during the week with drink specials from 2 to 5 pm.
The new iced coffee flavors included Vanilla, Salted Caramel or Mocha and they will be $1 during the weekly happy hour. The Ultimate Frappé favors include Oreo Cookie, Carmel Chip and Midnight Mocha. These beverages will be more expensive at $2 for a size small during the promotional hours.
“This is our biggest beverage launch ever and happy hour is a very competitive day-part across all restaurant brands. We’ve really differentiated ourselves from other QSR and beverage competitor happy hour programs by creating a stir in our space with variety, value and taste,” said Barry Westrum, executive vice president of Marketing for American Dairy Queen Corporation (ADQ).
“Our fans want something different and better and at our DQ locations they can now treat themselves to the unbelievable every day. With our Hardest Working Happy Hour, fans will find quality, portable iced coffee DQ Ultimate Frappés and smoothie beverages at a great price and offered in a uniquely DQ way. It’s an extra indulgence during the day that’s perfect as an afternoon on-the-go pick-me-up.”
Profiting Off America’s Coffee Addiction
It’s no secret that the American consumer is addicted to coffee. The US has the most consumers of coffee in the entire world. Coffee consumption is the most popular in the morning, but the average coffee drinker has 3.1 cups a day.
To put things in perspective, a whopping 50% of Americans drink coffee every day and 30 million of these coffee lovers drink specialty coffee beverages, according The National Coffee Association and The Specialty Coffee Association of America.
The average coffee price in the nation for brewed coffee is $2.38 and the average price of an expresso is $3.45.
DQ is trying to get a piece of this profitable pie by offering new specialty coffee drinks at a low price point on their Happy Hour Menu. While, the price is around $2.50 for a small Vanilla Iced Coffee not on the Happy Hour menu. This pricing is comparable to McDonald’s iced coffees.
The Launch Party
The brand plans to appeal to hard working professionals, especially female millennials with this campaign. Last week, DQ celebrated the launch of the Hardest Working Happy Hour with the ultimate millennial multi-tasker, US Gold Medal Gymnast Shawn Johnson.
“At any given time, we are on our phones, on our laptops and in a meeting, all at the same time. We’re all multitaskers and studies say that 98 percent of us don’t do it very well,” said Westrum. “Shawn is the epitome of a multitasker and that’s our message with the beverages on our Hardest Working Happy Hour menu.”