Waffle-y Good!

Dairy Queen® introduces freshly baked waffle bowls and cones to the menu beginning in May

MINNEAPOLIS – When it comes to treats, Dairy Queen® never waffles on a great idea. So this May when you walk into your favorite DQ® you will be welcomed by a sweet, warm aroma that is a feast for the senses as Dairy Queen, the treat category leader and one of the leaders in the quick service restaurant (QSR) industry, introduces freshly baked waffle bowls and cones.

Waffle bowls and cones can be ordered plain, or chocolate coated, then filled with Dairy Queen’s creamy soft serve. New waffle bowl sundaes will be available in three delicious flavors including: Chocolate Covered Strawberry, Turtle and Fab Fudge – or customers can create their own.

"Our freshly baked waffle bowls and cones could become as big as our Blizzard brand," said Michael Keller, chief brand officer for International Dairy Queen. "We are setting the gold standard for waffle bowls and cones and creating a ‘wow’ experience and product. We think we’ve hit a home run and can’t wait for DQ fans to come in and enjoy something new and different on the menu."

The launch of Dairy Queen’s waffle bowls and cones will be supported by national television advertising beginning in May, which chronicles the story "Waffles" and "Soft Serve," the spokes-characters representing DQ’s new designer treats. The comedic spots follow the lighthearted relationship between Waffles and Soft Serve and how they are "made for each other." Dairy Queen plans on bringing Waffles and Soft Serve to life with personal appearances throughout the country.

In addition, Dairy Queen will launch an innovative online contest at midnight on May 26 called "Freeze, Click, Win!" where customers in the U.S. and Canada, 13 and older, can submit creative photos of themselves with family, friends, pets and more enjoying waffle bowls or cones at their local Dairy Queen. The best photo will be selected daily by Dairy Queen and the winner will receive $500. Photos may be submitted via camera phone or computer at www.freezeclickwin.com, where contest rules and regulations also are posted. The promotion runs through July 27.

"We are really excited about this integrated promotion for Waffles and Soft Serve," said Tim Hawley, vice president of marketing communications for International Dairy Queen. It emphasizes how important these new products are for our brand, and is one more way for us to connect with our fans and live our brand essence of sharing a smile and a story."

Waffle bowls and cones are just a few of the new menu items and treats that Dairy Queen will debut in 2007. Waffle bowl sundaes will sell for an average retail price of $ 3.50, while waffle cones will sell for an average retail price of $2.60.

About IDQ

International Dairy Queen (IDQ), which is headquartered in Minneapolis, Minn., develops licenses and services a system of more than 5,600 Dairy Queen restaurants in the United States, Canada and other foreign countries, offering dairy desserts, hamburgers, hot dogs and beverages. IDQ is part of the Berkshire Hathaway family, a company owned by Warren Buffett, the legendary investor and CEO of Berkshire Hathaway.Following the successful roll out of DQ Grill & Chill, Dairy Queen’s quick-service food concept that features an all new expanded menu and newly designed restaurant interiors, Dairy Queen began testing the DQ Orange Julius® concept in August 2005. DQ Orange Julius blends a sleek, new look with the feel of a traditional ice cream treat shop and offers an expanded treat menu that includes traditional DQ favorites, the Orange Julius line of smoothies and fruit drinks, and new signature desserts and sundaes. 

Contacts

Dean Peters
Director of Communications
International Dairy Queen, Inc.
7505 Metro Blvd.
Minneapolis, MN 55439
Phone: 1 (952) 830-0204