Industry News | July 29, 2005

DQ Opens First International Treatworks

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The first international DQ Treatworks location has opened in Mexico, the first of five DQ treat destinations planned over the next three years by franchisee DOPITAM. The new TreatWorks is a 1,400 square-foot, freestanding restaurant and employs 30 full- and part-time employees. DOPITAM is operated by the Deutsch Azcarraga family, which owns and operates several restaurant and dry cleaning franchises in Mexico.

As DQ is already considered the worldwide treat leader, the TreatWorks concept is the next evolution in its 65-year history as it continues to focus on future growth for existing and new franchisees. “We want to fortify our position as the premiere treat destination by expanding our treat platform, updating our design, and improving speed of service and operating efficiencies,” says Ann Stone, vice president of mall concepts/TreatWorks for the Dairy Queen system. “Tampico is a great opportunity for us internationally, particularly in the test phase. The demographics and strong franchisee commitment to Tampico make this an ideal area for the TreatWorks concept.”

TreatWorks marks the first time that the Orange Julius brand will be offered in Dairy Queen locations other than in the mall environment. In addition to serving all of the favorite DQ treats that have made Dairy Queen a leader in the treat industry, such as the signature Blizzard Flavor Treat, Chillabration, and Blizzard cakes and a wide variety of other soft-serve items, the menu will feature dessert treats typically found in upscale-casual dining establishments, including Hot Chocolate Molten Cake and Hot Apple Turnovers, each served a la mode; made-fresh-daily waffle cones served plain or dipped in chocolate and/or coated in nuts and candy; and waffle bowl sundaes with a complete line of toppings.

“We are always looking to revitalize our brand and show our customers that we are not resting on our laurels, but are continuously creating new treats for them to enjoy,” adds Stone. “Our goal is to provide an even broader appeal to our loyal customer base as well as attract a whole new generation of DQ and Orange Julius fans.”

There is no limit on TreatWorks venues. DQ franchisees can build walk-up mall or freestanding units, as well as convert their existing locations. TreatWorks has a sleek, new look with the feel of a traditional ice cream treat shop. The open design of the interior counter space speeds efficient customer service and also affords customers a fun and entertaining view of how their treats are made. Freestanding locations feature dining rooms with comfortable booths and tables chairs accented by vibrant colors. Some restaurants also will feature patio dining and drive-thru window service.

The first TreatWorks unit opened in the United States in the Pittsburgh Mills mall in Tarentum, Pennsylvania. Future test markets include Chardon, Ohio and Clearwater, Florida. Stone explains, “We are rolling out the TreatWorks concept very deliberately and carefully, depending on the success of each phase of the test period. If each phase goes according to plan, we estimate a 2007 national rollout.”