THURSDAY / MARCH 31, 2016 / 11:00 am
Innovation through New Products, Marketing and In-Store Design | Closing Keynote
ln 1940, Dairy Queen established their brand with an innovative soft frozen dairy product. Today, Dairy Queen continues to innovate through new products, marketing and in-store design. ln this session, Barry Westrum of Dairy Queen will discuss how a heritage brand has had to re-invent itself to a new generation of younger consumers, and inspire multi-generation franchisees to re-invest in the brand. He will share how they have driven sales growth that has outpaced the industry with best practices and case studies behind their recent new “Fan Food, Not Fast Food” marketing campaign and new product launches such as DQ Bakes! and $5 Buck Lunch.
With over 20 years of food and beverage marketing experience, Barry joined International Dairy Queen as EVP of marketing in February 2012. Previously he had 17 years of experience leading several concepts within Yum! Brands, most recently at KFC as their chief marketing officer. Prior to KFC, Barry served as CMO at A&W and Long John Silver’s brands. Additionally, he was dean of the YUM! Know How and Innovation Center, Yum’s global center for leadership and marketing training and development. Barry also held various marketing leadership roles at Taco Bell, including field marketing, brand communications, new product development and brand marketing and strategy.