The DQ® brand is beloved by its deeply loyal “fans,” who are quick to name their go-to orders. Blizzard® Treats. A range of delicious burgers on the Signature Stackburgers™ Menu. Custom DQ® Cakes with those signature fudge and crunch centers. Fan-favorite Chicken Strip Baskets.
But the company’s former processes and platforms were inconsistent across the U.S. and Canada. Point-of-sale systems and other software varied by restaurant, and the DQ® system’s digital offerings left opportunities to meet fans anytime, anywhere.
Enter WillowTree. We teamed up with American Dairy Queen Corporation (ADQ) to recreate the DQ® brand’s flagship digital products and eCommerce capabilities.
WillowTree modernized branding, security, accessibility, and the tech stack for DairyQueen.com and the DQ® Cakes microsite. With cross-disciplinary insights from our research, design, engineering, analytics, SEO, and growth marketing teams, WillowTree’s work drove substantial gains in order conversion, click-through rates, Google search rankings, and overall site performance and speed.
Equally important was enhancing the experience for ADQ employees and franchise owners in the U.S. and Canada. As partners, we ensured that all our enhancements drove efficiencies and could be sustained and expanded by ADQ employees. By implementing a new CMS, ADQ more efficiently created new content, such as product-specific pages with branded photography and promotional landing pages.
Through a personalized mobile app, WillowTree reduced the DQ® brand’s cycle for new development releases from three months to two weeks. We also created more opportunities for targeted personalization through weekly and monthly in-app promotions.
Powered by the DQ® brand’s goal to drive purchases, we redesigned the in-app ordering experience to clarify and simplify the customer or fan journey path — drawing on insights gleaned through extensive user research, testing, and collaboration with client teams.
WillowTree reduced the DQ® brand’s software fragmentation and unified end-to-end consumer experiences. Customers receive hyperlocal, franchise-specific content according to restaurant location and menu data. Geofencing ensures every mobile Blizzard® Treat order arrives in fans’ hands at the right time and temperature.
We helped power the award-winning DQ® Rewards loyalty and engagement program and, in doing so, delivered a consistent branded experience across channels and customer segments.
Together, these enhancements drove higher conversion rates and propelled the DQ® app to a Top 20 ranking among all QSR apps.