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TheStreet Open House

The Dairy Queen® System Launches Value Lunch

Rising gas prices, increases in the federal payroll tax and overall economic uncertainty have left consumers yearning for more value for their take-home dollar, particularly when eating out.

According to an online survey conducted by Harris Interactive in March 2013 and commissioned by the Dairy Queen ® system, which is a Berkshire Hathaway (NYSE: BRK.A and BRK.B) company, price is an important consideration in choosing where to go for lunch. The survey results were announced as part of the April 1 launch of DQ ® $5 Buck Lunch.

“Our $5 Buck Lunch is really big news for the Dairy Queen system. In this current economic climate, consumers are looking for value, particularly at lunch,” said Barry Westrum, executive vice president of Marketing for American Dairy Queen Corporation (ADQ). “According to our survey, we also hit the mark by offering a lunch that includes, at no extra cost, choice of a sundae.”

According to the survey, 93 percent of American adults that dine out for lunch said that price is important when choosing their destination. In addition, more than half (51 percent) of millennials (aged 18-34) are more likely to make a complete meal choice for lunch if it includes a dessert. When asked about favorite toppings for a sundae, more than two thirds (65 percent) of those who eat ice cream sundaes said hot fudge was their favorite.

The DQ ® $5 Buck Lunch is available daily from 11 a.m. to 4 p.m. at participating locations. Fans have a choice for their $5 Buck Lunch of a ¼ lb. GrillBurger™ with cheese, 3-piece Chicken Strip Lunch or a Chili Cheese Dog, which are all served with fries, a beverage and choice of a sundae. For just $1 more, fans also will have the option to upgrade their small sundae to a small Blizzard ® Treat, including Choco Covered Pretzel, the featured Blizzard Treat of the Month for April.

“Only at Dairy Queen restaurants can you enjoy a $5 Buck Lunch that comes with a treat,” said Westrum. “Since hot fudge was the number one topping choice for a sundae, we’ll make sure we have enough to satisfy that craving. Our $5 Buck Lunch offer is an irresistible every day reward for our fans.”

Offer may vary in Texas. For more information about the Dairy Queen system, visit DairyQueen.com. Follow the DQ system on Twitter at twitter.com/dairyqueen or visit the DQ Facebook fan page which has more than 5.6 million friends. Become a friend on Facebook at facebook.com/dairyqueen.

Survey Methodology:

This survey was conducted online within the United States by Harris Interactive on behalf of the Dairy Queen system from March 14-18, 2013 among 2,144 adults ages 18 and older. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact Lauren Simo.

About ADQ:

American Dairy Queen Corporation (ADQ), which is headquartered in Minneapolis, Minn., develops, licenses and services a system of more than 6,100 Dairy Queen ® stores in the United States, Canada and 20 other countries. ADQ is part of the Berkshire Hathaway family, a company owned by Warren Buffett, the legendary investor and CEO of Berkshire Hathaway. For more information, visit DairyQueen.com.

Copyright Business Wire 2010

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