Dairy Queen of Indiana

Project Overview

Two Dairy Queen operators in Indiana and Ohio are using Watchfire LED signs to increase visibility, promote menu items, and connect with customers in real time. Jeff Whitaker, a Dairy Queen operator in Lebanon, Indiana, installed a Watchfire LED sign in 2024. Karl Warther, who operates seven Dairy Queen locations near Canton and Akron, Ohio, has been installing Watchfire displays since 2013 and now has them at all seven restaurants.

The Challenge

Quick-service restaurants need to capture attention and promote products in a competitive market. For Whitaker, updating his traditional reader board required a ladder and manually changing letters, making frequent promotions difficult.

Warther faced the challenge of keeping messaging fresh and relevant across multiple locations while promoting seasonal products, limited-time offers, and daily specials.

The Solution

Watchfire LED signs give both operators the flexibility to update promotions quickly and easily. Whitaker uses his display to advertise Blizzard® flavors, daily specials, and community events.

“I didn’t realize what a positive impact it would have on my business,” Whitaker said. “I was really surprised by how much sales increased just by having fresh messages out there on display every day.”

Warther uses Watchfire’s Ignite OPx software to schedule promotions throughout the day and manage content remotely. If a featured product sells out, he can quickly update the message from virtually anywhere.

Both operators also use their signs to recognize employees, support local schools, and promote community fundraisers.

The Results

For both operators, Watchfire LED signs have become valuable marketing tools that help drive sales, simplify promotions, and strengthen community connections.

“We hear it often: ‘I saw that meal deal on your sign,’ or ‘I saw that new Blizzard flavor on your sign,’” Warther said. “It absolutely drives sales.” Reliability has also been a key benefit for Warther.

“I have seven stores,” Warther said. “I chose Watchfire over others because I want to be in the soft serve business, not in the electronic repair business.”

With the ability to deliver timely messages and manage content remotely, both operators can focus on serving customers while keeping their promotions fresh and engaging.