Thailand has the largest number of Dairy Queen outlets in any country outside the United States and Canada. The rapid growth has been fueled by the ability of Minor Food Group to take positive advantage of the unique market conditions that existed during the Asian financial crisis. Placement in shopping malls and customer-friendly pricing has been a big factor in the chain's success, says Sriprapha Sutthawanit, General Manager of Minor Food Group.
Dairy Queen is currently represented in China, the Philippines, Japan, Korea, and Guam, and is looking to develop other markets throughout Asia by establishing relationships with companies already operating multi-unit retail foodservice concepts. "We work closely with our licensees providing a broad range of strategic, marketing, and operational support while encouraging an aggressive development schedule," says Ed Watson, Dairy Queen executive vice president and COO. <
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