Dairy Queen’s Sweet Deals value menu may be rolling out nationally just in time to fight the recession, but it’s hardly a knee-jerk reaction to economic pressure, according to officials. The chain began testing the offer in 2007, before the downturn hit, said Michael Keller, chief brand officer, who was worried even then about DQ’s value proposition.
“I didn’t get it,” Keller said. “Guests liked our food, but why didn’t they visit us as often as they did some of our competitors? It wa