Dairy Queen
The chain looks to elevate status to "sweet and smoky wing joint."

MINNEAPOLIS – The Dairy Queen system has announced a new look for the traditional chicken strip basket with its new sweet and smoky Honey BBQ Glazed Chicken Strip Basket. The strips are made from 100 percent white meat chicken tossed in a honey barbecue glaze and served in a basket with Texas toast, crispy fries, ranch dipping sauce and a wet napkin.

“Our chicken strips are not ordinary,” said Barry Westrum, executive vice president of marketing for American Dairy Queen Corporation (ADQ) in a statement. “We hear over and over that we have the best chicken strips anywhere. Now we’ve added this incredible new flavor profile that is sure to be a huge hit with our fans. Nothing we do is ordinary.”

Targeting the dad population provided the inspiration for the new offering. Westrum adds, “We are solving that lifestyle challenge for dads. He used to commit to an afternoon with his friends watching games at their favorite wing joint. Now he can bring the entire family to DQ and for an even better wing flavor without the wing joint commitment.”

Support for the Honey BBQ Glazed Chicken Strip Basket comes from national advertising with 15- and 30-second spots. The dad character in the spots reminisces about enjoying honey barbecue wings at sports bars, but now that he’s a dad he goes to Dairy Queen for the new Honey BBQ Glazed Chicken Strip Basket with his toddler in tow. He gazes down at the toddler adding, “I like this dad thing!”