People looking for great food that’s reasonably priced is another segment of the Dairy Queen target market. People looking for great food that’s reasonably priced If these people have a bad experience at Dairy Queen, they are likely to switch loyalties to another place. 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.
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