Dairy Queen announces its aim to become ‘The playground for a sweet pause’ in full force, emphasising its leadership in the sweet treats market in Thailand. The latest introduction of the new store model, the ‘DQ Lounge,’ has been designed with unique design elements, including more service space and decor that evokes a modern, fun-loving, and energetic ambiance. Additionally, the menus include a variety of special items not available in regular branches, catering to diverse consumer behaviours while serving as a bridge to new experiences between consumers and the brand, further solidifying its strong connection with consumers.
Tanakritt Kittipanachol, General Manager at Minor DQ Limited, a subsidiary of Minor Group revealed, “In the year 2024, Dairy Queen kicked off the year by announcing its stance as ‘The playground for a sweet pause,’ a place where you can pause and recharge at DQ’s creative playground and craving destination, alongside the rebranding efforts under a modern, fun-loving, and energetic character. Targeting the new generation of fun-loving consumers, we’ve employed diverse marketing strategies, with one key highlight of this year being the creation of special experiences for consumers through the new store model concept of ‘DQ Lounge.’ This new creative and cravable spot for a sweet pause, aims to bring consumers closer to the brand while attracting new customer segments and expanding the consumer base. It also aims to boost sales
by meeting the current consumer behaviour trend, where people seek places to relax during shopping trips in malls while enjoying sweet treats to refresh and re-energise themselves throughout the day.”
The first branch of the ‘DQ Lounge,’ is located on 1 Floor of CentralPlaza Westgate, covering a total area of 40 square metres. The store space is divided into two zones: a service zone where customers can place orders for various menu items, with the highlight being special menu items available at this branch only. These include bakery treats such as brownies, toasts, and parfaits, which have contributed to an increase in sales by up to 10%. Premium-grade fresh fruits are also used as ingredients, further enhancing the menus. Additionally, there’s a topping zone where customers can add extra toppings to their regular menu items, such as bananas, ladyfinger biscuits, Oreos, and more. The remaining 50% of the store space comprises seating areas to accommodate customers, allowing them to sit back, relax, and enjoy the brand’s menus to the fullest. Following the opening
of the store, it has been found that it has helped increase sales by up to 20%.
“The reason behind the first branch of the ‘DQ Lounge’ is due to it being located in a large shopping mall with the potential to attract consumers in high-traffic areas. Moreover, the diverse consumer base utilising the mall’s services makes it suitable to serve as a prototype store to gather consumer insights and drive product development, promotions, and expand the model to other branches. Within the year 2024, Dairy Queen is preparing to open two more branches at Future Park Rangsit Shopping Centre and plans to expand with at least one branch in every province nationwide, including all premium store malls. It is expected that the opening of these model stores will significantly boost the customer base by 10%, as well as drive overall sales growth according to the set targets, reaffirming its position as the number one soft-serve ice cream outlets in Thailand and a premium dessert brand that caters to every consumer lifestyle, offering delicious treats on every occasion,” concluded Tanakritt.
For further details, please visit https://www.dairyqueenthailand.com/ and Facebook: Dairy Queen Thailand.
