Going Digital Increases Sales

Dairy Queen, Niceville, FL

The Challenge

Randy Bush, owner of Dairy Queen in Niceville, Florida, wanted to upgrade his existing manually changeable copy board. Bush knew that getting a digital display would pay for itself, and wanted a higher resolution so patrons could clearly view the graphics from the ground.

The Daktronics Solution

"With Daktronics' Dairy Queen content, the choice to buy a Daktronics sign was easy," Bush said. Although another LED sign manufacturer was competing for the project, Bush said that the local support and the available content won Daktronics the job.

The town has been positively responsive to the display. Bush says, "Since the install we have seen a number of sale increases on a variety of different products." The Iron Grilled Sandwich image for example, increased the sales by 13 percent, according to Bush. He also mentioned that after displaying the Dairy Queen Cakes image, the sales of cake products went from only a few a day to 12 to 20 sold per day.

With the straightforward Venus® 1500 control system, Bush is able to support his community through the display. "If someone has a community event or congratulations, they just bring me the image and message, and I place it on the sign. It's that simple," says Bush.

The upgrade for Bush has paid off. He says, "As soon as I place an image on the sign, the sale increase on that item continues to pay for the upgrade."

Equipment Description

GalaxyPro® LED Display
Full-color Video Messaging Display
Lines & Columns: 80 x 112
Line Spacing: 16 mm (0.67")
Dimensions: 5'0" x 6'7" (1.52 m x 2.01 m)
Description: 2-sided outdoor display
80 x 112 16 mm RGB Revolution™ Series