Tesser Announces: Dairy Queen (DQ) Awards Major Menu Board Design Project

Dairy Queen (DQ) Awards Major Menu Board Design Project

May 2005

International Dairy Queen, Inc. (IDQ) has hired Tesser to research, concept, design and test a new menu board design and architectural system for its thousands of North American stores. This project will be the cornerstone of a corporate and franchisee effort to present a powerful and consistent brand message to millions of consumers.

The project will leverage the strong heritage of Dairy Queen (DQ) and its decades-long leadership in the retail treat category, and solidify the brand’s aggressive repositioning within the QSR category.

"We are very proud to join forces with one of the best-known and most loved foodservice brands in North America", said Tre Musco, Tesser CEO. "DQ has a great opportunity to strengthen ties with fans of all ages via a menu board system that enhances speed of service, captures the brand promise, and brings a high level of consistency to the consumer experience."

International Dairy Queen (IDQ), which is headquartered in Minneapolis, Minn., develops, licenses and services a system of more than 5,700 Dairy Queen-stores in the United States, Canada and other foreign countries, offering dairy desserts, hamburgers, hot dogs and beverages. IDQ is part of the Berkshire Hathaway Inc. family, a company founded by legendary investor Warren Buffett. In 2001, IDQ launched a new concept called DQ Grill & Chill® that blends the best of the Dairy Queen brand’s heritage with the most modern innovation in quick service food and design, featuring an all new expanded menu and newly designed restaurant interiors.

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