Dairy Queen Launches Digital Wallet

Dairy Queen is brining its loyal customer base the chance to tap into the company’s new mobile app and digital wallet, Nation’s Restaurant News reported.

“We think it has some competitive advantages,” Barry Westrum, executive vice president of marketing for American Dairy Queen, said in the article. “Consumers are being offered loyalty programs from a host of retailers. We wanted to make ours unique and differentiated from our competitors. If a consumer only downloads three or four apps for the entire category, we want ours to be one of those.”

The MyDQ app was launched in 50 Colorado stores and two Nebraska for a six-month trial. The app is available in the Apple Store and at Google Play and allows customers to earn, track and redeem loyalty points. The app also provides a mobile wallet payment option, geo-location based customized coupons, restaurant locator, among other features. Dairy Queen is hoping the younger generations catch on to this app.

“We’re all courting the Millennial consumer these days, and we know all consumers are really attached to their mobile phones,” Westrum said in the article. “The ability to introduce a mobile app that would resonate with our fans and get them to have a better customer experience is really our objective.”