2.1M new loyalty members: Transforming America's favorite treat brand

The challenge: Reimagining an iconic brand’s digital portfolio

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 TELUS Digital. We teamed up with American Dairy Queen Corporation (ADQ) to recreate the DQ® brand’s flagship digital products and Ecommerce capabilities.

Our award-winning approach to end-to-end product development

Our approach: A multi-year digital roadmap

Crafting a unified brand design experience

Across the DQ® brand’s former app, web, and email experiences, there were opportunities to gain greater consistency. Visual design and branding differed throughout the brand’s digital portfolio. Moreover, client teams needed to customize content to accommodate time-sensitive or personalized promotions.

Today, TELUS Digital's solutions deliver a unified brand experience from the moment a fan opens the DQ® website or app to that satisfying first taste of the Blizzard® Treat they ordered.

TELUS Digital created an elegant suite of digital products that consistently delivers memorable experiences for our fans and meaningful business outcomes for us and our franchise owners. They are a terrific partner and a strong advocate for our shared successes.Susie MoschkauDirector, Digital Marketing, American Dairy Queen Corporation

Building two custom online experiences that truly take the cake

TELUS Digital 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, TELUS Digital's work drove substantial gains in order conversion, click-through rates, Google search rankings and overall site performance and speed.

The DQ® brand has such a celebrated legacy and deep brand awareness. The opportunity to partner with a brand of this stature and on such a massive, end-to-end scale for tens of millions of customers and thousands of franchisees and their employees? Absolutely unparalleled.Dave ShawVP, Business Development, TELUS Digital

Developing a custom mobile app that delivers on every craving

Through a personalized mobile app, TELUS Digital 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. This boosted "stickiness" and drove deep customer loyalty.

The results: A consistent, award-winning omnichannel experience

TELUS Digital 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 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.

When we released the new mobile app, the DQ® brand could finally implement its distinct brand voice. The product also incorporates much tighter integrations with highly segmented marketing emails and specific, time-sensitive promotions. Plus, we’re releasing new versions in an extremely rapid timeframe. Those are impressive, integral updates for our client’s expansive userbase.Greg CiolliDirector, Product Architecture, TELUS Digital