Every time consumers choose a pizza topped with real cheese, a smoothie made with Greek yogurt or a snack featuring dairy-based ingredients, it creates an opportunity to build demand for milk and dairy foods.
That is why food service is an important part of your dairy checkoff’s work. Through menu innovation, promotions and collaboration with restaurant brands, Dairy MAX helps keep dairy visible in the foods and moments consumers already enjoy.
For dairy farmers, that matters. These efforts are designed to drive dairy sales, support long-term demand and help consumers see the taste, nutrition and versatility dairy brings to everyday life.
“Food service partnerships are a strategic way we keep dairy relevant in menu items consumers already enjoy,” said Gretchen Crichton, vice president of business development at Dairy MAX. “By working with food service partners on menu innovation and dairy-forward promotions, we create more opportunities for milk, cheese, yogurt and other dairy ingredients to show up in ways that drive dairy demand and connect with today’s consumers.”
Food service continues to be one of the most important ways Dairy MAX and the broader dairy checkoff work to grow demand. Here are a few current examples of how those partnerships are creating impact.
Smoothies
Dairy MAX’s ongoing collaboration with smoothie chains continues to connect consumers with the nutritional benefits of dairy in convenient, on-the-go formats.
Smoothie chains are a strong fit for dairy because dairy already plays an important role in many of its menu items, including options made with Greek yogurt, whey protein and milk. These ingredients align well with the needs of consumers looking for high-quality protein and active lifestyle nutrition.
The high-protein Greek yogurt bowls and new yogurt smoothies have driven strong early results, including 129% growth for Greek yogurt. Unlike a limited-time offer, these items are permanent menu additions, creating a longer-term opportunity to keep dairy visible and relevant with smoothie chain guests.
The smoothie chain also launched new flatbreads this summer, adding three permanent options to its menu. This continued menu development creates more opportunities to feature dairy in ways that meet consumer demand for convenient, satisfying and protein-forward foods.
Cheeseburgers
Dairy MAX has officially signed with a burger chain, a quick-service restaurant brand known for its small, square burgers and snack-style menu items, on dairy-focused promotions. Dirty Sodas will run June 15 through Aug. 16, followed by testing of “cheese-first” sides in select markets later this year.
These promotions create new opportunities to highlight dairy in indulgent, craveable menu items that fit naturally within food service platforms. Dairy MAX is also continuing to explore additional opportunities to elevate dairy’s role in future menu offerings.
Pizza
The dairy checkoff’s partnership with Domino’s continues to demonstrate the value of long-term collaboration. Domino’s now operates more than 22,000 stores globally and remains the world’s No. 1 pizza brand, with cheese playing a central role in menu innovation.
At the recent Domino’s Worldwide Rally in Las Vegas, more than 9,200 representatives from more than 50 countries gathered to celebrate growth, innovation and future opportunities. The event highlighted the continued strength of the pizza category and the important role dairy plays in delivering the products consumers love.
Cheese remains at the center of Domino’s menu innovation through products like Parmesan Stuffed Crust Pizza and Wisconsin 6 Cheese Pizza, along with the new Slice Sauce made with buttermilk, Parmesan and Asiago cheeses. Promotions, including a recent 50% off online pizza offer, also help keep cheese front and center with consumers while driving demand for dairy ingredients.
This partnership is a strong example of how checkoff collaboration can help keep dairy relevant, visible and valuable in a highly competitive food service space.
Texas Restaurant Association Marketplace
The Dairy MAX team will be attending the Texas Restaurant Association Marketplace in July. These industry events provide valuable opportunities to connect with restaurant operators, identify emerging menu trends and explore new ways dairy can remain relevant and in demand with consumers.
By being in the room with food service decision-makers, Dairy MAX can better understand what restaurants are looking for, where consumer preferences are headed and how dairy ingredients can help meet those needs through taste, nutrition, convenience and menu innovation.
Why It Matters to Dairy Farmers
Food service partnerships are one more way your dairy checkoff works to make every drop count. These collaborations help keep dairy on menus, inspire new dairy-based products and reach consumers where they are already eating.
They also help strengthen long-term demand by showing food service brands how dairy can support menu innovation, nutrition trends, consumer excitement and sales growth. When dairy is included in new products, promotions and everyday menu favorites, it creates more opportunities for milk, cheese, yogurt and other dairy ingredients to be used and enjoyed.
For farmers, the goal is simple: build demand, grow trust and keep dairy relevant with the next generation of consumers.
Through partnerships with brands, your dairy checkoff is helping ensure dairy remains a flavorful, nutritious and valuable part of consumers’ daily lives.
