Dairy Queen

By: Sydney Goss and Clara Cravens

The History of Dairy Queen
An ice cream manufacturer named J.F. McCullough
believed that ice cream tasted best when it was a softer
consistency and served fresh. Consequently, he began
experimenting with different ice cream recipes. As soon as
he had concocted the perfect recipe he had his ice cream
sold almost as a trial run to see how people would respond.
Over 1,600 people tried the ice cream and enjoyed it. Due to
the success of McCullough’s perfect ice cream the very first
Dairy Queen was opened on June 22, 1940 in Joliet Illinois.
Originally, only the soft serve ice cream was sold, but as time
went on new ice cream treats were sold such as Dilly Bars and
Banana Splits. Even more menu additions were made in the
1950’s. Various restaurants began to sell food like burgers,
chicken, and hot dogs. Since then, Dairy Queen has made
deals with other companies and is now selling other products
like fruit drinks and smoothies making their menu even more
diverse than before.
Location

Our Dairy Queen is located

at the McDermott Rd and
Custer Rd intersection in
Plano TX. This location
would be a great spot
because there is no other
Dairy Queens within a
couple of miles of this
location. Also, there aren’t
many ice cream places in
the area so it would have a
decent amount of
customers since there are
also neighborhoods in the
area.
 Links

https://www.dairyqueen.com/us-en/

https://www.dqwoodbridge.com/history-of-dairy.php
Competitors

Just in that intersection, there are 6 other restaurants that are also franchises. There is a
McDonald’s, Taco Bell, Chicken Express, Wendy’s, Little Caesars Pizza, and Papa John's
Pizza. I think the restaurant that we would have to compete with the most for
customers would be McDonald’s because it is one of the most popular fast food
restaurants in the country. We would not have much competition for ice cream
because these places don’t have a wide variety of ice cream options like Dairy Queen
does.
Our Target Audience

A large portion of americans love ice cream.

In fact, 90% of americans enjoy eating ice
cream on a regular basis. Ice cream is truly a
treat for all people however, adults ages 55
and older consume more ice cream each year
than any other age range of people.
Therefore, our target audience is people ages
55 and older.
Fees and Cost

To start a Dairy Queen franchise, the franchise fee would be about

$45,000. Then, the initial investment fee ranges anywhere from
$1,091,025-$1,849,625. Additionally, you need $400,00 to actually
purchase a Dairy Queen location. This fee is also known as the Liquid
Capital Requirement. There are other requirements like the Net Worth
Requirement which is another $750,00. To find this amount you have
to subtract your liabilities from your assets. When the franchise begins
and is making money the owner must pay a marketing fee which is
equal to 5%-6% of their sales. Also the franchise will pay a royalty fee to
the owner of the individual franchise which would equal 4% of the
profits being made. Both of these fees are paid about each month or
quarter.
Advertising

Ways we could advertise this Dairy Queen would primarily be through billboards on the
highway and commercials that are shown to people in the area. This form of
advertising would more so cater to our target audience. Social media and Google
advertisements are other highly effective forms of advertising that would project our
product to a wider variety of customers. In our adds we would emphasize and
showcase new Blizzard flavors and options. We would also make known any new offers
regarding prices and new deals.