Case Study: Texas Dairy Queen boosts taco sales with Loomis Corporation

Texas Dairy Queen boosts new guest traffic with Loomis Corporation in 3 months

The customer, Texas Dairy Queen, sought to build on its successful limited-time offers by launching a new product, the Carolina Reaper Taco. Their challenge was to create a bold marketing campaign that would capitalize on the pepper's social buzz, quickly drive trial among spice-loving Texans, and successfully launch the product within a tight three-month timeline. They engaged the vendor, Loomis Corporation, for this campaign.

Loomis Corporation developed a campaign centered on the "legendary heat" of the product, leveraging Texas's culture of tall tales through humorous TV and radio spots. The solution also included a targeted social media event for "heat seekers" and partnerships with influencers. The vendor's efforts resulted in a significant increase in new guest traffic and overall guest frequency. The promotion positively impacted sales without cannibalizing other products and even lifted sales for the entire taco category, making it one of Texas Dairy Queen's hottest promotions.

Texas Dairy Queen