![]() ![]() ![]() The key to attracting this segment of the target market Dairy Queen needs is to ensure that the quality of the food remains high and consistent. These people have probably tried Dairy Queen before and liked it so much that they want to keep coming back for more. This indicates a higher level of brand loyalty than the previous segment. What’s interesting about this segment of the Dairy Queen target market is that they are not just looking for any restaurant, they specifically want the food from Dairy Queen. In other words, they are not necessarily brand loyal to Dairy Queen, they just want a good burger and fries place and would willingly go to another restaurant that can give them what they want. Having said that, it’s important to note that people who are looking for a place that makes great burgers and fries could just as equally visit other restaurants that specialize in them like Five Guys, In n Out, Whataburger, or Jack In the Box. Likewise, people who love burgers and fries are also likely to go to a Dairy Queen if it is conveniently located. Dairy Queen is most known for its sweets, and anyone looking for ice cream or a sundae or a piece of cake is naturally going to want to visit a restaurant like Dairy Queen that specializes in them. This segment of the Dairy Queen target market is the most obvious. People who love burgers, fries, ice creams, sundaes Let’s look closely at each of these segments of the Dairy Queen target market. Office workers looking for a quick bite.People who like a restaurant with broad menu options.People looking for a place to meet friends over a meal.Parents looking to take the kids to a fun place to eat.People who appreciate quick and efficient service.People looking for an easy and casual place to eat.People looking for great food that’s reasonably priced.People who love the food at Dairy Queen.People who love burgers, fries, soft ice creams, sundaes and cakes.Such an analysis gives us the following segments of the Dairy Queen target market: By understanding their needs and their wants we can appreciate their motivation to select Dairy Queen and to spend their money on a good meal there. This way we focus on the customer’s need to eat a good but fast sit-down meal and their motivation to go to Dairy Queen. To best understand the Dairy Queen target market, we need to first understand who is the target market for a fast-casual restaurant and secondly why they choose Dairy Queen over a multitude of alternatives that are probably available to them.
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