1851

For more than 75 years, the <a href="http://www.dairyqueen.com/us-en/Company/Franchise-With-Us/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=the-timeline-of-a-legacy-brand-how-the-dairy-queen-system-has-grown-through-the-franchise-model-since-the-1940s-6362" target="_blank" rel="nofollow">Dairy Queen system</a> has built a successful brand around the nostalgic feeling it gives its fans, the &ldquo;smiles and stories&rdquo; that it provokes and the way that it evolves ahead of the curve in the restaurant industry.

As one of the first brands in the United States to grow through the franchise model, the <a href="http://dairyqueen.1851franchise.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=the-timeline-of-a-legacy-brand-how-the-dairy-queen-system-has-grown-through-the-franchise-model-since-the-1940s-6362" target="_blank" rel="nofollow">DQ brand has been a leader</a> in adapting to changes in its industry in order to perpetuate development.

Despite changes that arise, the DQ system prides itself on maintaining a loyal consumer base as well as loyal employees. Currently the Vice President Design, Architecture &amp; Construction, Eric Lavanger began working with the brand after graduating from college in the mid-1970s and has built a career with the brand over the last 39 years.

Lavanger has seen the DQ experience change firsthand and knows how it has remained nimble and innovative through various adjustments. In fact, Lavanger held the position of VP of Franchise Development in the late 1990s when the brand plotted its next move through &ldquo;Project Octane,&rdquo; which resulted in the booming DQ Grill &amp; Chill&reg; concept.

&ldquo;Historically, our franchisees were opening locations and saying that they made a good living during the warmer spring and summer months but wanted to add more food items to the predominately treat menu to improve their return on investment,&rdquo; Lavanger said. &ldquo;A number of stores that had been offering food under the Brazier&reg; concept were really successful, but a strategic question for the brand was &lsquo;Is the DQ system a highly regarded treat concept that also offers food or is it a food concept that has really great treats?&rsquo;&rdquo;&nbsp;

A group of franchisee leaders, corporate employees and an outside design firm worked together to reevaluate the DQ restaurant&rsquo;s design, layout, menu and service methodology. The end goal was to answer the question: What should a DQ restaurant that offers food look like, taste like and act like?

&ldquo;The DQ Grill &amp; Chill&reg; restaurant design model had to walk a fine line that really dramatically enhanced the idea of food but didn&rsquo;t diminish our longstanding treat heritage,&rdquo; Lavanger said.

The result of the &ldquo;Project Octane&rdquo; initiative was the current DQ Grill &amp; Chill restaurant model, which is a one-story, 2,612-square-feet building with capacity for 72 seats. The restaurant interior brings an innovative dimension to the quick-serve restaurant environment. Highlighted by separate &ldquo;grill&rdquo; and &ldquo;chill&rdquo; preparation areas, the restaurant features comfortable booths and other types of seating, warm lighting, music and an overall inviting restaurant atmosphere. In addition, the food menu was enhanced and a new dine-in service methodology was developed.

&ldquo;In a legacy brand like the Dairy Queen system, creating the DQ Grill &amp; Chill concept meant shaking up the existing model and having the guts to start with a blank piece of paper,&rdquo; Lavanger said.&nbsp;

As the concept grew in popularity in the early 2000s, other brands in the QSR and fast casual segments followed suit and began redesigning restaurants to provide a more inviting atmosphere for enjoying meals.

And the positive impact of the redesign shows in the numbers.

In the U.S., there are currently more than 1,560 DQ Grill &amp; Chill restaurants in 46 states. American Dairy Corporation (ADQ) opened 84 locations in 2015 and converted close to 200 existing locations into DQ Grill &amp; Chill models in 2015. With a target of adding 20 to 25 new multi-unit franchise groups to the system in 2016, ADQ is laying plans to <a href="http://www.dairyqueen.com/us-en/Company/Franchise-With-Us/Store-Types-Markets/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=the-timeline-of-a-legacy-brand-how-the-dairy-queen-system-has-grown-through-the-franchise-model-since-the-1940s-6362" target="_blank" rel="nofollow">develop additional DQ Grill &amp; Chill locations in markets</a> such as New England, the Carolinas, California, New Orleans, Houston and Kansas City.

&ldquo;We were able to reposition ourselves for the future by creating a model that was compelling to our existing franchisees and attractive to potential franchisees,&rdquo; Lavanger said. &ldquo;The creation of the DQ Grill &amp; Chill model provided a turning point for us to have a dramatic impact on seasoned operators affiliated with other brands who now see the DQ system as a valuable addition to their portfolios.&rdquo;

The Timeline of a Legacy Brand: How the Dairy Queen® System Has Grown Through the Franchise Model Since the 1940s

1851 Franchise

Nearly 40-year brand veteran Eric Lavanger, VP of Design, Architecture & Construction, shares the value of the DQ system’s ability to remain nimble and innovative in the ever-changing restaurant industry



This brand page has been paid for by 1851. Content within this page that is paid will showcase a Sponsored icon. This means the brand has engaged 1851 FRANCHISE to write the content. Content without the Sponsored Icon is aggregated media placements the brand earned. Questions can be sent to editorial@1851franchise.com

the-timeline-of-a-legacy-brand-how-the-dairy-queen-system-has-grown-through-the-franchise-model-since-the-1940s

Jollibee

How Jollibee Is Disrupting the QSR Franchise Industry 

how-jollibee-is-disrupting-the-qsr-industry

USA Ninja Challenge

How This Franchise Consultant Helps Entrepreneurs Find Purpose With the USA Ninja Challenge Franchise

how-this-franchise-consultant-helps-entrepreneurs-find-purpose-with-the-usa-ninja-challenge-franchise

Busy Bee Jumpers

Bouncing Into Business: Meet Kayla and Jason Leonard, Busy Bee Jumpers’ New Franchisees 

Bouncing Into Business: Meet Kayla and Jason Leonard, Busy Bee Jumpers’ New Franchisees in Rhode Island

bouncing-into-business-meet-kayla-and-jason-leonard-busy-bee-jumpers-new-franchisees-in-rhode-island

Woodhouse Spas

Photo of exterior of Woodhouse Spa location

How Woodhouse Spas Leverages Learning Management Systems

woodhouse-spa-franchise-training-lms

Image Studios

image of studios salon suites stylists business owners

Finding Freedom: Why Beauty and Wellness Professionals Build Their Dream Careers With IMAGE Studios

benefits-image-studios-salon-suites

Buying a Franchise Masterclass

 Franchise Opportunities

Get Support Buying a Franchise

How to Buy a Franchise White Paper

How to Buy a Franchise

How to Sell Franchises

How to Grow a Franchise

Find a Franchise Supplier

1851 Franchise Opportunities

Franchisor News

Franchisor Power Rankings

FranCamp Mastermind Summit

Franchise Development Website Builder

Franchise Resources

What ALEC-Laffer's Report Means for Franchising

Website Awards

Power Rankings

About 1851

Advertise on 1851

Contact 1851 Editorial

Terms of Use

1851 Login

GROWTH CLUB LOGIN

facebook

instagram

twitter

linkedin

youtube

Jeni’s Splendid Ice Creams Begins Franchising To Grow Its Fellowship Model

jenis-splendid-ice-creams-begins-franchising-to-grow-its-fellowship-model

Design with American and Federal Reserve flags against light blue background

Federal Reserve Expected To Cut Rates by Quarter Point, a Move That Could Boost Franchise Growth

fed-rate-cut-boosts-franchise-growth

Potbelly to be Acquired by RaceTrac in $566 Million Deal 

racetrac-acquires-potbelly-in-566-million-deal

Health Care Hiring Slowdown Highlights In-Home Care Franchise Opportunities - 1851 Franchise Agg

Health Care Hiring Slowdown Highlights In-Home Care Franchise Opportunities 

health-care-hiring-slowdown-in-home-care-franchise-opportunities

Caribou Coffee Names Scott Kennedy CEO, Eyes Continued Growth

caribou-coffee-names-scott-kennedy-ceo-eyes-continued-growth

Power Eats: Smoothie King Rolls Out Food Nationwide To Fuel Franchise Growth

smoothie-king-food-menu-power-eats

Hely and Hiral Patel Bring Their Longtime Dream to Life With The Brass Tap

brass-tap-franchise-pasadena-maryland-hely-hiral-patel

1851 Keyword - The Secret To Succeeding With a Part-Time Franchise Is Picking the Right Model

The Secret To Succeeding With a Part-Time Franchise Is Picking the Right Model

part-time-franchises-picking-the-right-model

Franchisee spotlight graphic with photo of Ricki Oberoi and Layne's Chicken Fingers logo

The Timeline of a Legacy Brand: How the Dairy Queen® System Has Grown Through the Franchise Model Since the 1940s

MORE STORIES LIKE THIS