Dairy Queen has been an icon in the American fast food landscape for over 75 years, but in an increasingly crowded fast food market, an impressive legacy doesn't guarantee great sales.
Bill Marble, who owns and operates a Dairy Queen in Cuyahoga Falls, faced this realization during a summer when his year-to-date sales had only increased by $2,000 over the previous year. “The way I see it,” said Marble, “If I'm not up more than that, I'm really down.”
With his restaurant located on a busy thoroughfare, the old-fashioned letterboard sign wasn't making an impact on drivers. Marble needed to reconnect with the Cuyahoga Falls community by regularly updating them with timely messaging and vibrant graphics. After conducting some research, he decided to invest in a digital message center from Watchfire Signs.
Marble worked with a local Watchfire dealer partner to handle the installation and assist with city zoning issues. Once the sign was installed, the impact on sales was immediate and noticeable.
According to a monthly report published by his territorial operator, Marble’s location had the largest sales increase of all 36 Dairy Queens in his region by that November. By the year's end that disappointing $2,000 sales increase had skyrocketed to $23,000. The numbers were especially impressive because the increase came during the typically slow months of November and December.
Marble credits the boost in sales exclusively to his new Watchfire sign. Now when motorists drive by, they take notice. “I'm sitting in my store right now, and I just watched a truck go by and look at my sign,” Marble said. “I love it.”
His customers love it too. “I can't tell you how many positive comments I get on this sign,” he said. “I just wish I had bought it five years ago.”
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