The Dairy Queen Brand Extension

My wife, Barbara, and I recently had lunch recently with my mom at the same Dairy Queen in Bellingham, Massachusetts that my family went to back in the day. Only now it is a Dairy Queen Grill & Chill, not just a place to get soft-serve ice cream, milk shakes and other frozen treats.

Talk about a big brand extension. I mean, this company has been around since 1940 and has over 7,000 locations today.

When I was a kid, we’d get whatever we wanted for our birthdays. That was awesome.

This time around, we got whatever we wanted, too.🙂 And I thought it was great. And the service, too. We got cheeseburgers. No ice cream. Times have changed. We went there for a meal, not dessert.

The consumer in me was certainly pleased. The marketer in me observed how much this place has changed over the years, expanding and rebranding to become the perfect example of a successful brand extension.

Good for Dairy Queen. Good for their customers, too.

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