It‘s hard to imagine a time when getting a quality cup of coffee at your favorite fast food joint wasn‘t a given. But it wasn‘t that long ago that drive-thru menus were dominated by soft drinks and shakes, with nary an iced latte to be found. That all started to change in the early 2000s, as chains like McDonald‘s and Burger King began investing heavily in coffee drinks to compete with the likes of Starbucks and Dunkin‘ Donuts.
Fast forward to today, and coffee has become a multi-billion dollar business in the quick service restaurant industry. A 2020 report by the National Coffee Association found that 63% of Americans drink coffee daily, and many of them are getting their fix at fast food chains. McDonald‘s now sells more than 1 billion cups of coffee per year in the U.S. alone. Coffee has become such an important part of the fast food landscape that chains without it risk losing customers to competitors that can fulfill all their caffeine needs.
So it was only a matter of time before Dairy Queen, the iconic brand famous for its soft serve and Blizzards, got into the coffee game. In 2016, DQ launched a new line of iced coffees and MooLatte blended coffee drinks as part of a major menu expansion. But how do these offerings stack up in terms of taste, value, and caffeine content? As a retail and consumer expert and admitted coffee snob, I decided to investigate.
The Coffee Lineup at Dairy Queen
Dairy Queen‘s core coffee menu consists of:
Iced Coffee
- Mocha, caramel, or vanilla flavors
- Served over ice
- Available in small (16 oz), medium (21 oz), or large (32 oz)
- Price range: $2.09 – $3.09
MooLatte
- Blended frozen drink made with soft serve, coffee, milk, ice, and flavoring
- Topped with whipped cream
- Mocha, caramel, vanilla or cappuccino flavors
- Available in small (16 oz), medium (21 oz), or large (32 oz)
- Price range: $3.49 – $4.59
DQ also occasionally features limited-time Blizzard flavors that incorporate coffee, like the Oreo Mocha Fudge Blizzard offered in fall 2020.
Compared to other fast food chains, DQ‘s coffee selection is relatively streamlined. McDonald‘s, for example, boasts nearly 20 different coffee drinks including hot and iced options, mochas, lattes, and more. Starbucks, of course, has a dizzying array of coffee beverages.
But having a focused coffee menu can work to DQ‘s advantage in some ways. It simplifies operations and supply chain, and allows them to concentrate on making a few core drinks really well. The iced coffees and MooLattes also fit perfectly with DQ‘s brand identity and existing lineup of icy treats. Rather than trying to be everything to everyone, DQ has zeroed in on the blended and chilled coffee segment and put its unique spin on it.
Caffeine Content and Nutritional Value
One of the first things many of us look at when trying a new coffee drink is how much caffeine it contains. We want something that will give us a nice jolt of energy without leaving us jittery. Unfortunately, DQ does not publish the caffeine content of its iced coffees or MooLattes.
I reached out to DQ‘s customer service team to see if they could provide any info, but no luck. The best we can do is estimate based on the ingredients and typical caffeine levels in coffee concentrates used by other chains.
Based on my analysis, here‘s what I‘ve come up with:
| Drink | Small (16 oz) | Medium (21 oz) | Large (32 oz) |
|---|---|---|---|
| DQ Iced Coffee (estimate) | 30-40 mg | 40-50 mg | 60-80 mg |
| DQ MooLatte (estimate) | 30-50 mg | 50-70 mg | 80-100 mg |
| Starbucks Iced Coffee | 120 mg | 165 mg | 235 mg |
| Starbucks Coffee Frappuccino | 65 mg | 95 mg | 125 mg |
| McDonald‘s Iced Coffee | 133 mg | 200 mg | 320 mg |
| McDonald‘s Mocha Frappe | 100 mg | 125 mg | 180 mg |
As you can see, DQ‘s coffee drinks seem to have significantly less caffeine than comparable offerings at Starbucks and McDonald‘s. A large DQ iced coffee likely maxes out around 80 mg of caffeine, while a large iced coffee at McDonald‘s packs a whopping 320 mg. Even a Starbucks Coffee Frappuccino, the closest analog to the MooLatte, contains a bit more caffeine ounce for ounce.
So if you‘re looking for a serious caffeine kick, DQ may not be your best bet. But for those who are sensitive to caffeine or just want a milder pick-me-up, the lower dosage could be ideal.
Nutritionally, the iced coffees are relatively benign, consisting mostly of coffee, ice and a touch of flavoring. A medium caramel iced coffee clocks in at just 150 calories. The MooLattes, being a blend of soft serve, milk and syrup, are more of an indulgence at 500-700 calories for a medium. That‘s pretty standard for the category though, with a Starbucks Mocha Frappuccino also coming in around 500 calories.
Taste Test and Review
Of course, all the data in the world doesn‘t matter if the drinks don‘t taste good. To put DQ‘s coffee to the test, I visited my local store and ordered a medium iced coffee and medium mocha MooLatte.
The iced coffee was solid – nothing earth-shattering but perfectly serviceable. The coffee itself had a smooth, nutty flavor without any bitterness or acidity. I got the caramel variety and found the flavoring to be subtle but pleasant. It wasn‘t overly sweet but added a nice warmth. I did wish the overall coffee presence was a bit more pronounced. An extra shot of concentrate would make it more satisfying for true coffee lovers.
The mocha MooLatte, on the other hand, was a revelatory experience. I‘m usually skeptical of fast food blended drinks, as they often taste artificial and overly sugary. But the MooLatte delivered an impressively well-balanced and natural flavor. The coffee notes melded beautifully with the rich cocoa and creamy soft serve. It was just the right level of sweetness without being cloying. And the whipped cream on top was the perfect finishing touch. I‘d easily rank it among the best blended coffee drinks I‘ve had from a fast food restaurant.
From a value perspective, DQ‘s coffee drinks are very competitively priced. The iced coffees are downright cheap compared to Starbucks, where a medium will run you over $4. And the MooLattes provide a lot of bang for your buck when you consider the quality of the ingredients and the generous 21 oz medium size.
The Future of Coffee at Dairy Queen
So what‘s next for DQ when it comes to coffee? The launch of the iced coffees and MooLattes seems to have been successful based on the buzz from customers and continued presence on the menu. But there‘s certainly room for innovation and expansion.
One opportunity would be to introduce seasonal coffee flavors and blends, similar to what chains like Starbucks do. A peppermint mocha MooLatte for the holidays or a pumpkin spice option for fall would generate excitement and give regulars a reason to visit more often. DQ could also experiment with using different coffee blends and roasts to make its iced coffee stand out.
I‘d also love to see DQ lean into coffee-infused treats and desserts. Blizzards are the perfect canvas for mix-ins like espresso chips, coffee syrup, or even a shot of cold brew. An affogato-style sundae with soft serve and a shot of espresso poured over top would be dreamy. DQ could even venture into coffee-flavored cakes and cones.
Operationally, there may be an opportunity to improve the speed of service on coffee orders, especially in the drive-thru. Many DQ locations are still getting up to speed on preparing the new drinks, which can lead to longer wait times. Additional training and streamlined processes could help coffee become as much of a well-oiled machine as Blizzard orders.
Finally, if DQ really wanted to stake a claim in the coffee wars, adding hot coffee options would make it an even stronger competitor to McDonald‘s and Burger King. Drip coffee, Americanos and hot lattes could round out the menu and make DQ more of a one-stop shop. But that would require a more significant investment in equipment and operations.
The Bottom Line
After thoroughly investigating Dairy Queen‘s foray into the coffee market, I‘ve come away impressed. The iced coffees and MooLattes provide a compelling combination of quality, value and brand-appropriate variety. While the caffeine levels won‘t wow hardcore coffee drinkers, the authentic flavors and affordable prices make DQ a contender in the crowded fast food coffee space. And the potential for future innovation and expansion is exciting.
As a retail expert and finicky coffee customer, I commend DQ for thoughtfully entering a new category in a way that leverages its core strengths. The company recognized the demand for coffee drinks and found a niche within its wheelhouse of frozen treats. Rather than half-heartedly slapping some mediocre coffee onto the menu, DQ delivered a focused lineup of iced and blended drinks that actually taste good and provide a uniquely "DQ" experience.
From an industry perspective, it will be interesting to see how DQ‘s coffee bet plays out in the long run. It‘s a notoriously competitive and ever-evolving space. But if the company continues to execute well and bring its signature brand of creativity and fun to the coffee menu, it has the potential to scoop up a satisfying portion of market share.
In the meantime, I know I‘ll be adding DQ to my mental list of go-to fast food coffee spots. A MooLatte is hard to beat when you‘re craving an icy, indulgent treat with a jolt of caffeine. And if the mood for a basic iced coffee strikes while I‘m out running errands, I‘ll happily cruise through the DQ drive-thru knowing I can get a reliable cup at a great price. Consider this picky coffee snob a new fan of Dairy Queen‘s coffee game.
