McDonald’s. Domino’s. Taco Bell. These are just a few of the big-name fast-food restaurants the National Dairy Checkoff has been working with over the last decade. Their marketing strategy took a 180 turn about 15 years ago, and partnering with companies like these have played a crucial role in building the demand for dairy products.
Minnesota dairy producer and Dairy Management Inc. (DMI) board member, Charles Krause, recently spoke with AgriTalk’s host, Chip Flory about dairy’s partnership with restaurant franchises.
“Our first big win was with McDonald’s,” Krause says. “If you look at McDonald’s menu, 80% of their menu has dairy on it. And that’s very impressive.”
Krause shared that the McDonald’s partnerships have created a catalytic effect, where other quick-serve restaurants copy them.
“McDonald’s went to a real butter,” he says. “Dairy farmers realize what the butter price has done and that’s where it’s at now. And part of that is the quick-serve restaurants going to real butter.”
The checkoff partnership with Domino’s is one that dairy farmers, like Krause applaud.
“There’s been no stronger supporter of the American farmer. If you look at a Domino’s pizza box, they’re thanking farmers left and right on their boxes. In the summer, millions of those go out weekly, and not just in the U.S.”
Krause shared that partnerships like these stretch far beyond the U.S. and some big wins have occurred in the Pacific Rim and Latin America.
“One out of every five tanker loads of milk produced in the United States is getting exported. It’s important for us to have this partnership,” he says.
Young Generations
Taco Bell is ‘where it’s at’ when you think about Gen Z and the millennials. Krause shared with AgriTalk listeners that dairy scientists helped Taco Bell develop its grilled cheese burrito.
“This has 11 times the amount of cheeses a regular taco does,” Krause says. “And one of every six orders that they sell has a grilled cheese burrito on it. That’s a huge win for dairy.”
Speaking the young generation’s food craving language starts with caffeine and Krause says Taco Bell mixed caffeine and milk together.
“The Baja Blast at Taco Bell is a hit using Mountain Dew and real dairy cream and making a smoothie out of that. Gen Z and millennials just love it,” he says.
To listen to the AgriTalk segment with Charles Krause talks about sustainability, click on
