Dairy Queen expects sales boost with rollout of redesigned menu boards

Nation's Restaurant News,  Dec 10, 2007  

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MINNEAPOLIS -- International Dairy Queen has redesigned the indoor and drive-thru menu boards in more than 5,000 Dairy Queen, DQ Grill & Chill and DQ Orange Julius units worldwide to better promote its treats and other menu items and create a consistent brand message across the three concepts.

The new menu boards feature large, colorful photos of each menu item, replacing the type-only boards Dairy Queen previously used. The boards also contain a separate panel for local menus, allowing operators to display regional food or treats.

Dairy Queen expects the new boards to improve the speed and accuracy of services and increase sales by 2 percent to 3 percent, said Sue Culver, vice president of retail merchandising.

International Dairy Queen, a division of Berkshire Hathaway, decided in 2005 to modernize and streamline the menu boards.

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