1) Is it a great site and trade area? DQ
has a proprietary demographic modeling system that evaluates both the trade
area and the site by comparing the new
location with our portfolio of similar operating restaurants. This sounds simple
but it is not, and the brand has invested
in leading-edge technology so we can
open the right store in the right place.
2) Is it a strong franchise candidate? DQ
looks for strong business experience and
very relevant restaurant experience. The
ideal franchise candidate is a multi-unit
restaurant operator, but we also have had
success recruiting local business leaders
who are connected in their communities
and who hire or partner wi th experienced
restaurant operators.
3) Are there enough financial resources?
DQ, like many brands, reviews the financial details of the franchisee and the
transaction.
If DQ does not think the franchise
application is strong in any one of these
areas we turn it down and do not develop the store.
We provide a lot of resources to help
franchisees open their new stores successfully, on time, and on budget. Regional development professionals who
are real estate and development experts
help franchisees evaluate and execute
new store development opportunities.
We also support new store openings
with many other resources including
architects, construction management,
project management, marketing, and a
new-store opening team that remains
closely involved and monitors the operational goals of the restaurant for the
first 6 months, and that supports every
opening very closely until the store is
ready to transition to our field business consultants (about 1 to every 50
stores), which allows us to work very
closely with the franchisees on an ongoing basis.
The best measure of franchisee satisfaction as it relates to the development
process is the number and type of new
store openings. We continue to grow
the number of new stores we are opening each year. We also are increasing
the ratio of Dairy Queen Grill & Chill
locations that offer both food and treat
products. n
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*During 2011 April & May dates for franchise and retail business books
Franchiseupdate I ssue I , 2012
43