Bangkok--8 Dec--Pris Priority
Dairy Queen celebrated its 400 branches and plans to expand to 500 branches within 2 years with confidence in Thailand's market.
Mr.Nakarintr Thamhatai, General Manager of Minor DQ Limited., commented, "Dairy Queen Thailand generated around 2,000 million baht of income to Minor Food Group. The business grew by 5% or around 85 million baht. With 400 branches, Dairy Queen has become the soft-served ice cream brand with the highest number of branches with 50 million customers each year. This year, with cooperation of the brand's headquarters in the US which celebrated its 75th anniversary, the brand expanded to 400 branches and launched the green-tea soft-served first time in the world in Thailand. Using premium-graded ingredients from Japan, the new flavor offers a variety of menu including green-tea Blizzard with red beans, green-tea Blizzard with almond, and green-tea Blizzard with KitKat. The menus received good feedbacks from customers with 11% of sales growth in the month of the launch."
For the future expansion, we plan to penetrate new channels like schools, hospitals, gas stations in the form of franchises in order to cover consumers nationwide. For marketing plan, we plan to increase numbers of customers with new premium products like green-tea soft-served ice cream together with other promotions and marketing activities with 100 million baht of advertising and public relations budget covering both online and offline media. We are confident in the potential of Thailand's ice cream market in terms of sales volume and branch expansion.