Wednesday, June 15, 2011

Dairy Queen and the Goji Berry in China

Previously, I commented on Dairy Queen localizing it's menu in Kunming, Yunnan with some options including mango (see here).  I also included this photo:

DQ menu with mango smoothie/slushy options

However, recently in Chengdu, Sichuan I saw a DQ with a slightly different menu:

DQ menu with goji berry smoothie/slushy options

I had never tried a goji berry, also know as wolfberry, drink and hadn't seen it in the Kunming DQ stores so I tried the goji berry crushed ice drink.  The sacrifices I make for research...

DQ goji berry "slushy"

As you may note, the color of the drink is a bit different from that shown on the sign.  In fact, it almost looked mango-colored.  However, the taste was definitely not mango-ish.  It was, dare I say, wolfberry-ish.  I think.

I can't say whether the goji berry being featured instead of mango is indicative of a general shift in menu options in DQ across China, a new potential option being tested in a specific market, an attempt to localize the DQ menu to specific regions of China, or something else.

I'll keep an eye out on DQ's elsewhere to see if any patterns become apparent (I may limit my sampling of DQ products, though).  If any readers are aware of other differences in DQ's in other regions of China I'd be curious to hear about it.

UPDATE:  After some more "research" I've discovered that the goji berry option definitely isn't only limited to Chengdu.  Also, at least in other locations now featuring goji berry, the mango option remains, just no longer featured.

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