The classic frozen treat brand is hoping to drive blazing franchise development through multi-unit expansion.
“Early this year, Dairy Queen announced four new incentives for prospective and existing franchisees, including timeline incentives, multiunit opening incentives, year-on-year incentives, and repurposing incentives,” according to an article on QSR.
“‘Dairy Queen has a very aggressive program relative to what others are doing,’ says Daniel Boutarel of the New England Consulting Group.,” the article said. Aggressive, indeed: the chill-and-grill franchise is currently offering a whole stack of initiatives. According to the article, these include programs with financial rewards “up to $30,000 for new operators who open a DQ Grill & Chill within 32 weeks of signing their franchise agreement (it’s $15,000 for those who open within 40 weeks).” The article continues: “New or existing franchisees who open multiple DQ Grill & Chills within the same calendar year receive $10,000 per opening; that same amount is awarded to operators who open units over consecutive years. Franchisees who develop and open a DQ Grill & Chill in a closed quick-service facility will receive $10,000.”
According to the article, to ensure that incentives don’t tempt unsustainable growth, Dairy Queen offers ongoing training and support for those franchisees looking to expand their footprint. “This hands-on support is essential to brands wanting to successfully implement incentive programs—especially aggressive ones. To wit, Dairy Queen’s quadruple incentive lineup coincides with a strong push into 10 major metropolitan areas, such as Baltimore, New Orleans, Orlando, and Sacramento, California,” the article said.
To read the full article, click here.