Dairy Queen Testing Mobile Wallet Features On Mobile App
By Christine Kern, contributing writer
In wake of data breach, DQ rolls out new mobile wallet feature to select test locations
Recently, Dairy Queen rolled out its new mobile app in select locations that includes loyalty rewards, a mobile payment option, and a geo-locations marketing platform, according to the Nation’s Restaurant News.
The app, called “myDQ,” is being piloted in Colorado and Nebraska for six months, according to the Minneapolis-based company. The new app gives loyal customers the opportunity to tap into the new digital wallet feature.
“We think it has some competitive advantages,” Barry Westrum, executive vice president of marketing for American Dairy Queen, told the Nation’s Restaurant News. “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.”
“MyDQ” is available in the Apple Store and at Google Play. It allows customers to earn, track, and redeem loyalty points, as well as providing the mobile payment option, restaurant locator feature, and geo-location based customized coupons. The tracker will list any DQ store within a 25 mile radius, according to the DQ site.
Money can be added to the DQ mobile wallet using a credit or debit card, and it carries no additional transaction fees for purchases. DQ also assures customers that no credit card information is stored on phones, and that their information is secure.
DQ is courting the younger customers with this iconic new feature, and Westrum explained, “We’re all courting the Millennial consumer these days, and we know all consumers are really attached to their mobile phones. 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.”
“Consumers are being offered loyalty programs from a host of retailers,” he said. “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.”