Case study: International Dairy Queen, Inc. (IDQ)


Advertiser:
International Dairy Queen, Inc. (IDQ)
IDQ is one of the largest international fastfood chains with more that 5,400 restaurants.

Brand / advertised product:
New products

Advertising medium:
4 colour poster

Windo® poster display used:
Standard DeskWindo® A3PP - 420x297mm

The full story:
International Dairy Queen, Inc. (IDQ) is a great American success story. From the first sale of a soft-serve product in 1938, IDQ has become one of the world’s largest fast-food systems. Today, there are more than 5,400 Dairy Queen® owner-operated restaurants in the United States and Canada.
One of the reasons behind IDQ’s success is the commitment to fulfilling the corporate slogan – "DQ® Something Different" – that describes each of its independently owned and operated establishments. Another factor is a strong promotional program that backs the company’s popular products and focus on customer service.
Sue Culver, Director of Creative Services for IDQ, believes that promotional signage at the counter is an important and effective way to up-sell and encourage add-on sales. "We’ve found that the counter top is a great location because it’s right at the point of purchase. In addition, it’s a great way to promote new products. I prefer the look of counter mats to other options, such as cash register cards, because they present the promotional message clearly, cleanly and don’t clutter the space," she adds.
However, Culver struggled for a long time to find the right counter mat system for promotional inserts. "We needed a mat system that was attractive and durable. It had to look good, withstand spillage of food and liquids, and be scratch-resistant at the same time. We tried everything but couldn’t come up with the right solution," she says.
Culver experimented with several different systems, but none achieved the desired results. "We tried printing on thin plastic with adhesive backing, but found that didn’t offer enough durability. Customers would pick at the corners, and the mats became dog-eared. Then we tried encasing printed paper inserts in plastic and bonding rubber backing to the pieces. This wasn’t a workable solution, either – it was quite expensive, and the corners curled, especially when the mat became wet," she says. Culver was attending a trade show when she saw Rose Displays’ DeskWindo® counter mats. "We showed samples to our franchisee council, which represents stores in the United States and Canada. Everyone was so enthusiastic that they offered to participate in the field test," she adds. The trial ran for three months in selected stores. Culver provided franchisees with DeskWindo® mats and two different types of stock – imprinted plastic and two-sided UV coated paper. At the end of the test, she concluded that the costlier plastic inserts were not needed. The inexpensive UV coated stock performed well in the DeskWindo’s® protective sleeve, meaning that IDQ could save money in paper stock and change the promotional message frequently. The DeskWindo® units represented a one-time investment that would pay for itself over time. "Choosing DeskWindo® has saved us a lot of money," she notes.
IDQ is using the standard DeskWindo® poster display with a grey frame color – a neutral tone that compliments the restaurant décor. For other options, Culver chose the frosted Polypropylene window material for added durability and a non-glare finish (DeskWindo® is also available with a scratch-resistant Polycarbonate window material). She selected an easy-to-use back-load configuration to further protect promotional inserts from liquid intrusion – an important consideration in any food environment. DeskWindo® also features an anti-skid backing that holds the mat in place.
"Studies show that most buying decisions are made in-store, often right at the register. By leveraging counter space with a durable and easy-to-use counter mat system, we are able to place promotional messages where they matter most – at the point-of-purchase," Culver says.
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