Dairy Queen expands mobile loyalty program

Dairy Queen will expand its test of a mobile app and loyalty program to the Denver area with plans to roll out the initiative to the chain's 4,500 U.S. franchise partners.

This is an extension of the quick serve restaurant chain's pilot program launched in 2013, in Nebraska. It will now be available in roughly 60 restaurants in and around Denver.

The MyDQ app was developed by Mozido and lets users build customer profiles, make mobile payments and receive loyalty rewards by using the app. It functions much like Starbucks' app, by allowing users to load money via credit or debit cards. Funds are deducted with each purchase.

"For nearly 75 years, the Dairy Queen system has excelled in customer service and satisfaction—every step we take toward the future of Quick Service Restaurants is with our fans in mind," said Barry Westrum, executive VP of marketing for ADQ. "Mozido is an ideal partner in our myDQ mobile loyalty initiative because of its unique capability to deploy integrated solutions in mobile loyalty and payment that enable us to provide personalized service excellence."

"American Dairy Queen Corp. is leading the QSR industry by providing a loyalty program for its fans using the convenience of a mobile app. The myDQ app includes payments, offers and rewards, and creates a compelling user experience," said Charlie Wiggs, general manager and senior VP of North American markets at Mozido. "Consumer engagement through the mobile application is expected to increase frequency of store visits."

Quick serve restaurants are fast leaders in developing mobile apps, particularly those that incorporate a form of mobile payment. Starbucks (NYSE:SBUX), the market leader, is on track to process over $1.5 billion in payments for 2014 through its mobile app, according to a Business Insider report. The chain is also testing an order-ahead app in its Portland area stores with a wider rollout planned for 2015.

*An earlier version of this story incorrectly stated the number of restaurants in the pilot program as 82. The correct number is 60 and the story has been updated to reflect this.

For more:
-See this Mozido press release

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