The Heat is on at Dairy Queen®

New FlameThrower® Chicken Sandwich added to the menu in March
New interactive Web-based FlameBlower game tied to launch

MINNEAPOLIS – Since the 2004 introduction of the FlameThrower® GrillBurger®, Dairy Queen® has been steadily spicing up its food lineup with flavorful burgers and sandwiches. This March DQ®, the treat category leader and one of the leaders in the quick service restaurant (QSR) industry, again turns up the heat by adding FlameThrower Chicken to its sandwich menu.

"The FlameThrower GrillBurger has been such a hit with customers that it made sense to expand the offering to chicken," said Michael Keller, chief brand officer for International Dairy Queen. "We are fulfilling the cravings for spicy food. The FlameThrower Chicken Sandwich gives our DQ fans even more to smile about."

Debuting at all Dairy Queen/Brazier® and DQ Grill & Chill® locations in March, the FlameThrower Chicken Sandwich can be grilled or fried and is layered with whole leaf lettuce, tomato, zesty jalapeño bacon, spicy Pepper Jack cheese and topped off with a tangy Tabasco® flavored mayonnaise for extra zing. The launch will be supported by national television advertising throughout the month which will tout how incredibly hot and spicy FlameThrower Chicken is. The comedic spot features a group of co-workers eating the new sandwich and as they exhale, flames shoot out of their mouths.

The FlameThrower Chicken Sandwich is the first of several new menu items and treats that Dairy Queen will debut in 2007 and will sell for an average retail price of $3.90 for the sandwich and $5.60 for a Basket meal, complete with fries and drink.

Internet game fans also can test their skills at DQ’s new interactive FlameBlower game. Players earn points as they maneuver a hot air balloon through treacherous skies filled with birds, planes, and of course the coveted Flamethrower Chicken Sandwiches. Points are earned by keeping the balloon in flight. Each day, the top 25 scores will be posted. DQ also will reward a $25 gift certificate to a randomly selected player each day for the duration of the promotion. The FlameBlower game is the second of five planned Dairy Queen viral Internet campaigns and is now accessible at www.dqflameblower.comor www.dq.com.

"We had a tremendous response to our first real foray into this type of viral marketing with Slow Jam, launched in time for Valentine’s Day," said Keller. "Launching five of these digital initiatives over the next six months is pretty notable for us."

The Flame Game was designed by Launchfire, which specializes in online and wireless contests & sweepstakes, advergames, and viral marketing.

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