MINNEAPOLIS Dairy Queen will begin selling in August a Mini Blizzard, which is about half the size of its small 12-ounce signature frozen treat.
Chief brand officer Michael Keller said the Mini Blizzard achieved high customer satisfaction ratings during testing in several markets over the past nine months. The smaller size and lower price point would create more perceived value with guests looking for more options, he added.
“The new Mini size should really connect with customers during our busiest time of the year, which is very exciting,” Keller said. “The Blizzard brand is our flagship and alone is greater in sales than any single ice cream treat competitor of ours.”
The Mini Blizzard, which will be priced between $1.99 and $2.49 in most stores, is one of many promotional initiatives Dairy Queen has planned for this year, the 25th anniversary of the menu item.
“The Blizzard is a great story for Dairy Queen, particularly in this 25th birthday year, and the Mini is the latest chapter,” Keller said. “We will be out there sharing this news throughout the country for months, because it seems like it is just that big.”
Dairy Queen has been promoting the Blizzard aggressively over the past few years with the Blizzard of the Month program as well as the online Blizzard Fan Club, which currently lists nearly 2.2 million members. The chain’s latest Blizzard of the Month was the Mint Oreo Blizzard, a cool-mint treating fitting in with March’s St. Patrick’s Day theme.
International Dairy Queen operates or franchises more than 5,700 Dairy Queen restaurants worldwide.
Contact Mark Brandau at [email protected].
