They say “imitation is the greatest form of flattery.” So, all of us at Dairy Queen® headquarters are officially flattered. You see, we introduced a new tagline, “So Good It’s RiDQulous.” We’re even sponsoring the most RiDQulous play of the day on ESPN. Then, we hear that there is a new word in Dallas – RiDIRKulous. Makes sense, Dirk knows when good isn’t good enough just like we do at Dairy Queen.
Ironically, there’s an interesting, long-standing connection with the Dallas Mavs through their owner Mark Cuban. You see, a number of years back, Mark, commenting on Ed Rush, the NBA director of officials at the time, said, “I wouldn’t hire Ed Rush to manage a Dairy Queen.” Well, maybe Ed couldn’t manage a Dairy Queen, but we thought Mark might want to try. Mark came out to his local DQ store and served up treats to customers who lined up around the building for the experience. At the same time we collected donations for Children’s Miracle Network Hospitals, our national charitable partner. The result was a blizzard of publicity and enough smiles and stories to last a lifetime. Mark was a great sport. We congratulate him and the Mavs on a fantastic season and first NBA Championship.
Do you know anyone who’s RiDQulous? We’d like to hear about them.