Why Dairy Queen Can Become the World’s Best-Performing Fast-Food Chain?

What goes well after eating a large, well-grilled hamburger? Well, that’s an obvious question. The answer is ice-cream. Dairy Queen has established itself as the best fast-food chain restaurant that excels at producing both. Dessert is an important part of any meal and before we get down to all the details, take a few minutes of your time and fill in the survey at dqfansurvey. By doing so, you can help Dairy Queen continue offering quality food to its most important client, you. You might also get a reward, who knows.

Customization

When it comes to food, people have differing views and opinions. They would like certain ingredients added/removed or a certain process considered. Dairy Queen has taken this matter to heart. At any outlet, you can customize a unique ice cream from a plethora of options. For the less creative, don’t worry. They have a broad menu of fixed items that you can choose from.

Dairy Queen operates through many franchises in the country and abroad. The top management recognizes the local and regional differences that might affect the stores. Operators are given some leeway to introduce distinctive menu items that might cater to the local market. Talk about a win-win situation.

A change in perception

A Dairy Queen employee displays an ice cream cone for a photograph at a DQ Grill & Chill restaurant ahead of its grand opening in the Manhattan borough of New York, U.S., on Wednesday, May 28, 2014. Dairy Queen, the fast-food chain owned by Warren Buffett’s Berkshire Hathaway Inc., is scheduled to open it’s first ever location in Manhattan on Thursday, May 29. Photographer: Michael Nagle/Bloomberg via Getty Images

Eating at fast-food restaurants can be considered an American tradition. Twice a week, a family might eat out or order from their local fast-food joint. However, people today are conscious of what they are consuming and the backlash has fallen on fast-food restaurants. There is a dark cloud of perception that eating at a fast-food joint is equal to unhealthy food.

Dairy Queen has gone to great lengths to change the public’s opinion. The menu has been expanded to include smoothies, juices, salads, and other healthy alternatives that a customer might consider adding to their burger.

Horizontal expansion

Dairy Queen has been enjoying some good sales overseas, which is bound to increase. Foreigners want to have a true “American experience”. And what does that involve? A good old hamburger with a fizzy drink/ smoothie to the side. Dairy Queen’s marketing and advertising department has been doing quite a stellar job with its promotional content. Marketing content abroad is a blend of the old and the new. Black and white old photos blended in with contemporary clients. You could say it’s the best of both worlds.   

Service Recovery Efforts

The Dairy Queen Corporation launched a service recovery program known as BLAST (Believe, Listen, Apologize, Satisfy, and Thank). The program’s key deliverable was addressing the concerns of fans in all their franchisees (mainly within the U.S. and Canada).

As a customer, there is no better feeling than to know that your concerns have been listened to and are being reviewed. This increases your ‘loyalty points’ with your patrons. For a restaurant, a happy customer means repeated visits and more revenue. Since its implementation, the company has had improvements in satisfaction reviews across several stores.

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