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Check out this magazine onl ine at www.dairyqueen.netCheck out this magazine onl ine at www.dairyqueen.net
April 2010
2 World of DQ® April 2010
4 viewpoint
6 mailcall
18 out&about
22 insidescoop
30 asmile&astory
contents
World of DQ® April 2010 3
April 2010
Features
“Follow theBlizzard®mobile Tour”The five-month Blizzardmobile
tour will bring the Blizzard
Flavor Treat’s 25th Birthday
Celebration to multiple sites
throughout the United States and
Canada during 2010.
by Lisa Christenson
“A Digital 25th Blizzard®
Birthday”The Blizzard Flavor Treat’s
Birthday Celebration undergoes
a consumer-centric digital brand
experience during 2010.
by Lisa Christenson
8
14
8
30
Check outGerold Tricker’sstory
18 22
14
viewpoint
4
is the official publication of the Dairy Queen® system.
American Dairy Queen CorporationBox 390286
Minneapolis, MN 55439-0286(952) 830-0200
www.dairyqueen.comwww.dairyqueen.net
DIRECTOR OF COMMUNICATIONSDean Peters
PRODUCTION MANAGER/SR. COMMUNICATIONS MANAGER
Lisa Christenson
GRAPHIC DESIGNER/PRODUCTION ARTISTTammy Jacobson
ADVERTISING SALESLisa Christenson(952) 830-0206
SUBSCRIPTIONS: A subscription for the World of DQ® magazine is $18 per year ($20 in Canada). Mail a check made payable to ADQ and the name and address where you would like the magazine sent to: Lisa Christenson, American Dairy Queen Corporation, P.O. Box 390286, Minneapolis, MN 55439-0286
Volume 43, Number 3The World of DQ magazine is published eight times a year and is dedicated to the general welfare of IDQ Companies and franchisees. Newsworthiness and practical value of contributions become the property of American Dairy Queen Corporation and cannot be returned. Material in the World of DQ magazine is copyrighted and all rights reserved. No part of this publication may be reprinted or otherwise reproduced without written permission. Programs and prices specified in the magazine are applicable to restaurants licensed and franchised in the United States only. However, restaurants outside the continental United States are invited to contact their service representatives or ADQ headquarters to determine whether the programs can be implemented in their area. ® U.S. Pat. Off., American Dairy Queen Corporation. © Copyright, 2010 American Dairy Queen Corporation, Minneapolis, MN. Printed in U.S.A. Publications Mail Agreement No. 40036515. POSTMASTER: Return undeliverable Canadian addresses to: Station A, P.O. Box 54, Windsor, ON N9A 6J5.E-mail: [email protected]
The World of DQ magazine is printed on paper that contains 50% recycled fiber,
10% of which is post-consumer waste.
Turning the Blizzard®-Loving WorldUpside Down 2010 is truly a momentous chapter in DQ®
history as we celebrate the 25th birthday of
our signature Blizzard® Treat and the 70th
anniversary of the brand. Together, we have
created our biggest integrated marketing effort
to celebrate the Blizzard Treat’s 25th Birthday.
At the core of our marketing efforts, we have
created a unique program to engage our raving
Blizzard fans with the launch of our Blizzard®mobile tour this year.
Physically, the Blizzardmobile has been custom designed for
fun with activities that will connect our Blizzard fanatics with their
favorite treat. Throughout the 25-city
tour, our fully-functional branded
mobile will stop at several select
locations. Some stops will feature an
extensive celebration that includes an
emcee, music, photo opportunities, a
“snow storm,” free Blizzard samples
and much more. Other visits will be quick sampling events.
Digitally, no matter where the Blizzardmobile happens to be,
fans will be able to follow and interact with the tour online via
Facebook (Facebook.com/DairyQueen) and Twitter (Twitter.com/
DairyQueen). In addition to fun and engaging online photo and
video contests, consumers will be able to view our new live-action
commercials integrated with a unique digital campaign of 20 to
30 webisodes.
We are excited our Blizzardmobile concept will engage Blizzard
fans in exciting new ways. We hope you and all our customers
find this to be a one-of-a-kind celebration for our iconic brand. We
want to create the kind of buzz it deserves as it turns 25, and drive
customer traffic and operator sales and profitability as well.
World of DQ® April 2010
Tim Hawley
Vice President of Marketing Communications
“Digitally, no matter where
the Blizzardmobile happens
to be, fans will be able to follow
and interact with the tour online via
Facebook and Twitter.”
World of DQ® August 2009 5
mail cal l
Customer Service SurpassedEditor’s note: This restaurant is located at 120 Jett Drive in Frankfort, Ky. It is operated by DQ Wholly Owned Stores.
I want to commend one of the
staff members at the Frankfort DQ®
location. I went to the restaurant
for the first time recently, and
I want to say “impressive” and
very “customer friendly.” I did
not catch the name of the young
lady who was assisting customers,
but she surpassed the meaning
of customer service. Normally in
a fast-food restaurant, the staff
considers what they are doing as
only their “job.” This young lady
looked as if she truly enjoyed
her job, was professional and
even double-checked the order
before handing it to me. On top
of that, she was treating all of the
customers that way. She was there
to truly serve the public—which is
rare to find.
Not so FastI saw a sign for half-price Blizzard®
Treats from 2-4 p.m. The employee
didn’t know anything about the
sale until I told her twice, and
then she finally figured it out. I
placed my order, but didn’t receive
it half-off. A manager approached
and explained that the special
price was for a small and I had
ordered a medium. I ordered the
small. Then the manager said I
had ordered a flavor that was on
sale, but not on the half-price
sale. She kept yelling at me that
Blizzard Treats weren’t on sale
except the small one and I kept
saying I had ordered a small one.
I finally realized she meant
that malts were half-price, so
I ordered a malt. The girl tried
to charge me full price, but I
explained again that it should be
half-price. While waiting for the
treat, I went into the restroom
but when I came back out, the
employee hadn’t even started to
make my malt yet. I had to ask
again in order to get my treat.
The whole event lasted 20
minutes and I never received an
apology. I would have expected to
get my order free or at a discount
because of their mistakes.
Hungry and in a HurryEditor’s note: This restaurant is located at 410 Second Ave. N.W., in Cullman, Ala. It is operated by Carolyn Shadden.
Many times when my friends and
I are going to Cullman basketball
games, we go to the Cullman DQ
drive-thru hungry and in a hurry.
A nice sounding voice comes
over the speaker, we order, and
we drive up to the window. It
never takes a long time to get
our order and there is always
a nice employee to greet us at
the window. We get an amazing
Chicken Basket and drive away
with change in our pockets.
Thank you for all you do for us.
Not Treated RightMy friend and I went to our local
DQ store for a Blizzard Treat and
a Banana Split. The unlocked
World of DQ® April 20106
door said the store closed at
10 p.m. and it was only 9:35
p.m., so we walked in. We were
informed that the store was closed
because it was a school night,
and they were just cleaning up.
Well, it wasn’t a “school night” for
me, my friend, or the two people
who came into the store after
us. Customers at the drive-thru
window were told the same thing.
I was disappointed that we had to
go to McDonald’s.
A Treat for a Wayward TravelerEditor’s note: This restaurant is located at 1120 Lincoln Highway in North Versailles, Pa. It is operated by Linda Harding.
I was traveling on Route 30 when
I spotted the North Versailles DQ
restaurant. This was by far the best
fast-food experience I have ever
had. Why anyone would want to
patronize a Wendy’s or McDonald’s
is beyond me. I travel a lot for
work, and I have seen my share
of sub-par fast-food facilities. This
was the cleanest restaurant with
the friendliest employees. An older
woman took my order and provided
suggestions when she could tell I
didn’t have a clue what to buy. I
had Chicken Strips and a Blizzard
Treat, and both were delicious.
Obviously the owners of this
location take great pride in it—the
parking lot was immaculate! This
was really a treat for a wayward
traveler who is used to sitting in
littered parking lots with cold food
that took too long to make and
was served with a frown. q
World of DQ® April 2010 7
8 World of DQ® April 2010
cover stor y
It would be hard to find someone who isn’t aware of
the automobile called the Oscar Mayer Weinermobile.
It is easily the most famous of all product-shaped
promotional vehicles, with a history dating back to
1936. Variants of the vehicle, shaped like a hot dog
on a bun, are still used to promote and advertise
Oscar Mayer products even today.
However, a new brand mobile is
now hitting the roads of the United
States and Canada as of April 2010—
the Blizzard®mobile. The one-of-a-kind
Blizzard vehicle is a fully-functional
brand mobile, much like the Oscar
Mayer Weinermobile, but with a
twist—a full digital component. And,
as part of the year-long Blizzard 25th
birthday celebration, the vehicle will
visit 25 designated markets to serve
as a unique and exciting way to
increase customer traffic and sales at
DQ® locations.
A Brand Mobile is BornThe Blizzardmobile was created
by GMR Marketing, a leader in
experiential marketing and interactive
touring attraction programs. “GMR
is the unmatched leader in custom vehicles, with
tours logging more than 1 million miles annually,”
explains Tim Hawley, vice president of Marketing
Communications. “They have created more than 300
custom mobile marketing exhibits to date.”
The visual features of the Blizzardmobile include
red spoon windshield wipers, three-dimensional red
lips as the front grill, hubcaps carrying the DQ logo,
upside-down Blizzard cups on the rear-view mirrors
and illuminated spoons above the windshield.
World of DQ® April 2010 9
The five-month Blizzard®mobile tour
will bring the Blizzard®
Flavor Treat’s 25th
Birthday celebration to multiple sites throughout the
United States and Canada during 2010.
By Lisa Christenson
A lighted cup rim on the top of the vehicle will house
a snow machine, speakers and a “spoon” handle that
will be lowered when the vehicle is in motion and
raised when it is stopped.
The vehicle also contains code-compliant freezers
that will store the Blizzard samples in the brand
new mini size to be distributed at each of the stops
throughout the United States and Canada. The plans
for the mobile tour will also feature many national
and local PR opportunities, Blizzard Fan Club
components and Children’s Miracle Network (CMN)
fundraising potential.
“Thanks to more than $800,000 in vendor
contributions from the title sponsor Kraft, and others
including Hershey’s, Nestle, Coca-Cola (Desani),
International Paper and Pactiv, the Blizzardmobile and
the entire five-month tour is fully funded,” explains
Michael Keller, Chief Brand Officer. “Additional vendor
partners may also join the 25-city tour.”
Bringing the Tour to the RoadThe Blizzard 25th birthday party tour was designed
to be simple, yet memorable. The graphic look of
the vehicle communicates a “party on wheels,”
and brings the celebration to the people through
thousands of impressions. Kicking off April 2-3 in
Milwaukee, Wis., the vehicle will visit 25 different
World of DQ® April 201010
cities throughout the United States and Canada, with
approximately three stops per market.
“Each market and city was selected based on key
criteria such as local DQ store penetration, Blizzard
Fan Club participation within the market, franchisee
leadership and operational capability for sampling,”
explains Hawley. “In each city, we will be working
with at least two DQ operators to have their crews
make and prepare the hundreds of Mini Blizzard
Treats to be sampled at each stop.”
While in each city, three Blizzard-centric events
will take place, handled by three full-time and two
or three GMR local market event support staff to
oversee and coordinate party activities. The first is a
two- to three-hour full party experience set up with
interactive elements visiting community festivals,
sporting events and destination locations. More than
1,500 Mini Blizzard samples can be distributed, while
the “Blizz Crew” greets fans, a snow machine makes
snow, a cool music mix gets the dancing started,
interactive games are played, and a live emcee
interacts and mingles with the audience. “The emcee
will be capturing the events on a flip camera, and
highlights will be uploaded online,” explains Hawley.
During each of the full party experience events,
people can enter the “Blizzard Blaster,” which is a
giant, upside-down inflatable Blizzard cup. While in
the Blaster, vanilla-scented air blasts participants as
wind swirls around confetti and prize coupons. Each
person in the Blizzard Blaster will have 25 seconds to
catch a coupon in their arctic mittens complete with
oversized Blizzard spoons.
The second level of stop is a one- to two-hour
scaled-down experience that will feature emcee
interaction, photo opportunities and Mini Blizzard
sampling for up to 750. Available space will determine
what additional interactive elements will be set
up. These events will take place primarily at CMN-
affiliated hospitals, as well as recreational centers
(such as ball parks) that have enough space to
accommodate the activities.
cover
World of DQ® April 2010 11
The third level of stop will be small, up to an
hour long, sampling events that may be dictated by
Blizzard Fan Club members through social media
voting options. “One month prior to a visit, an e-mail
will go to the Blizzard Fan Club so they can vote
on where they want the Blizzardmobile to stop,”
states Hawley. “Locations receiving the most votes,
such as a DQ store, a mall or even someone’s home,
will get the visit. During these events, we anticipate
distributing less than 350 Mini Blizzard samples.”
Each tour stop will be supported through either
local or national public relations tactics. For example,
the Blizzardmobile will stop in places such as New
York City to attract attention with national morning
news shows such as “Good Morning America” or
“Fox and Friends.” In Washington, D.C. on April
15, Tax Day, the vehicle will stop outside the IRS
building to hand out samples to tax payers and
weary IRS employees, and during the Berkshire
Hathaway Shareholder’s Meeting in Omaha, Neb., the
Blizzardmobile will be on the floor of the convention
center. The tour will also visit Toronto and the Rogers
Centre during a Toronto Blue Jays game, and later in
the summer will visit Los Angeles, the entertainment
capital of the world, to connect with entertainment
news magazine shows.
“We will also have the capability to raise funds
and awareness for CMN,” states Hawley. The
Blizzardmobile features a CMN canister so people
can donate on behalf of the kids. In addition, the last
two market stops on the tour will celebrate Miracle
Treat Day on Aug. 5 in Minneapolis, and in Calgary,
Alberta, on Aug. 12.
“We will be creating the biggest events we can to
wrap up the Blizzardmobile tour,” he continues.
The Digital ComponentsIn addition to the physical Blizzardmobile tour, a major
aspect of the tour and its success is the accompanying
comprehensive digital outreach component. The tour
will amplify the physical efforts with an ongoing
consumer-centric digital brand experience. “With
the leadership of Jamie Guse, Web site manager, and
space150, our digital agency of record, our plan is to
build out the entire Blizzard 25th digital experience
using the Facebook platform,” says Hawley.
cover
World of DQ® April 201012
In addition to Facebook, Blizzard Fan Club
members will receive VIP-type updates through
monthly e-mail blasts about the tour, providing them
with the latest information surrounding all tour-
related events and activities. Twitter, as well as mobile
marketing through iphones and the DQ mobile site,
will be used to reach those consumers on the cutting
edge of social media platforms.
“In addition, for the first time, we shot extra
advertising footage that will be posted digitally,”
he continues. “This is all in an effort to extend the
commercials that show the Blizzman Family’s passion
and antics while following the tour.”
“While the vehicle will work as the distribution
point for thousands of actual Blizzard samples, the
tour will generate hundreds of millions of digital
touchpoints through Facebook, Twitter and other
electronic media platforms,” says Keller. “The return
on investment will be based on the people who
experience the antics digitally, not so much through
where the vehicle itself stops.”
Follow the TourThe goal of the Blizzardmobile tour will be to create
as much consumer excitement as possible through
both national and local public relations efforts;
digitally through DQ Web sites, the Blizzard Fan Club,
and Facebook, as well as at the store-level through
local store marketing initiatives. What will start with
a mobile summer snowstorm, Blizzard samples and a
party atmosphere, will spread with online and social
media content.
“We created the Blizzardmobile and 25-city tour
in an effort to showcase our one-of-a-kind brand
during the Blizzard 25th birthday celebration,” states
Hawley. “We want to create as much buzz and
excitement as possible by turning the Blizzard-loving
world upside-down, while we help ensure the Blizzard
brand maintains top-of-mind awareness across the
United States and Canada as well as globally through
our online efforts.” q
Every person who visits dq.com or the Blizzard
Fan Club site will be encouraged to visit the public
Facebook page, which will become the digital hub for
the entire Blizzardmobile tour. The site will contain
photos, tour stop information, videos, commercials,
webisodes and more. “We will introduce our 2.2
million Blizzard Fan Club members to our 1 million
fans on Facebook, and hopefully grow both fan groups
exponentially to create global buzz,” explains Keller.
Milwaukee/Green Bay, Wis. April 2-3New York City April 8-9Washington D.C. April 15-16Charleston, W. Va. April 18-19Lexington, Ky. April 23-24St. Louis April 26-27Omaha, Neb. April 30-May 1Champaign, Ill. May 5-6Chicago May 9-10Toronto May 17-18Cleveland May 24-25Pittsburgh May 28-29Columbus, Ohio June 1-2Atlanta June 8-9Nashville, Tenn. June 11-12Louisville, Ky. June 16-17Springfield, Mo. June 21-22Dallas June 26-27Phoenix July 3-4Los Angeles July 9-10Portland, Ore. July 15-16Seattle July 18-19Vancouver, British Columbia July 26-27Minneapolis Aug. 5-6Calgary, Alberta Aug. 12-13
*Schedule subject to change
The 25-City Tour*
World of DQ® April 2010 13
A Digital 25th Blizzard® Birthday
World of DQ® April 201014
The Blizzard® Flavor Treat’s Birthday
celebration undergoes a
consumer-centric digital brand
experience during 2010.
By Lisa ChristensonThe Center of the Digital ActionDuring 2010, Generation Y will outnumber Baby
Boomers, and 96 percent of Generation Y has joined
a social network. One such network, Facebook, has
become so large that if it were a country, it would
have the third largest population in the world. And
this size has gathered during a fairly short time; while
it took 38 years for radio to accumulate 50 million
users, and the iPod took three years, Facebook had
that many users after only nine months.
During 2010, included within the many components
planned to highlight the Blizzard Treat’s 25th Birthday
is a digital platform, which will primarily be centered
around the public DQ Facebook fan page. Housed at
facebook.com/dairyqueen, the fan page launched in
May 2008 and has become an essential platform for
DQ consumer engagement. Currently, 62 percent of
fans are female, and 54 percent are between the ages
of 18-44.
“The average Facebook user becomes a fan of a
product or brand two times per month,” states Guse.
“Fan pages have generated 5.3 billion fans of brands.
With 1 million fans currently on the DQ and Blizzard
Facebook Fan Page, our brand now has the eighth
Did you know the DQ® system currently has a
significant brand presence on many social media
platforms, such as dq.com, blizzardfanclub.com,
Facebook, Twitter, the DQ Blog and much more?
As the name implies,
social media involves the
building of communities or
networks by encouraging
participation and
engagement. And, the
reason for all the increase
regarding generating social
media buzz is because of
the positive effects it can
have on a brand. Social
media is the number one
activity on the Web, even
more than e-mail and search
engine use. “Not only is social media extremely
popular in general, but for the DQ brand, it allows us
to connect with our existing and potential customer
base,” says Jamie Guse, Web site manager. “This
can successfully build customer connections and
generate brand engagement.”
World of DQ® April 2010 15
feature
largest Facebook presence for restaurants.”
A new version of this fan page debuted in early
April, in order to become the digital hub for the
entire Blizzard®mobile tour. Customers will find all
Blizzard 25th birthday-related information in this one
spot, including photos, tour stop information, videos,
commercials, webisodes and more.
“Fans can find everything from info about our
TV family, the Blizzmans, and exclusive webisodes to
Blizzardmobile tour tracking and a video highlighting
the making of the vehicle,” explains Guse. “And
because we will be encouraging all people currently
going to dq.com or the Blizzard Fan Club to visit the
brand new DQ Facebook page, we will introduce
our 2.2 million Blizzard Fan Club members to our 1
million fans on Facebook, and hopefully grow both
fan groups as we work to create global buzz.”
The DQ Facebook fan page will house much more
than typical status updates. Some specific elements
created for the Blizzard 25th Birthday celebration
include Capture the Cup, Photo Grid and Pick Five.
Capture the Cup is a Blizzard photo challenge. It will
encourage fans to capture photos of themselves with
a Blizzard Treat in fun and interesting situations or
places for their chance to win free Blizzard Treats
for a year. “All they need is a camera and a Blizzard
Treat,” says Guse. “After fans upload their pictures
to Facebook, we’ll encourage people to vote for
their favorites.”
Photo Grid is a five-by-five grid of all the 25
Blizzard birthday flavors, with each featuring their
unique characteristics. Fans can tag each of the flavors
with a friend’s name. Facebook then notifies each
friend that they have been tagged and sends them
the grid, which helps the component virally spread
throughout Facebook.
“This type of tagging element is popular with
Facebook users,” explains Guse. “It allows them
to choose what friend should go with what flavor,
depending on how they interpret it. For example, it
could be that a friend with a social personality could
be tagged as the Social Butterfinger Blizzard Treat.”
Pick Five is another popular interactive Facebook
element. This application allows users to broadcast to
their friends what their top five favorite things are in
feature
World of DQ® April 201016
categories from books and movies to restaurants and
games. “We will incorporate all 25 Blizzard Birthday
flavors in this application, so Facebook users can tell
their friends what their top five Blizzard flavors are,
and then ask them to pick their own favorite five,”
says Guse. “This piece is a highly engaging display ad
that will spread from friend to friend.”
Other Digital ElementsIn addition to Facebook, Blizzard Fan Club members
will receive updates through monthly e-mail
blasts providing them with the latest information
surrounding all tour-related events and activities.
The Blizzardmobile tour emcee will be capturing
what is happening at each stop with videos, as well
as by using Twitter. “The emcee is a critical piece of
bringing the tour to life digitally,” states Guse. “This
person needs to be the eyes and ears of the tour so
everyone else who doesn’t come into immediate
contact with the vehicle can still feel a part of it.
“We will also update our iPhone application to track
the Blizzardmobile tour, and view videos and promote
the 25 Flavors for 25 Years menu,” he continues.
In addition, Operation Happy Birthday will invite
bloggers, video bloggers, families or anyone with
a camera, camcorder or mobile recording device to
record and submit a one minute or less video clip
with their most original, creative or funny version of
singing “Happy Birthday” to the Blizzard Treat. The
contest will run during the summer, and 25 winning
video entrants will each receive $25 DQ gift card. “We
will showcase the top 25 videos on the DQ Blog and
Facebook,” explains Guse.
Digital AmplificationThe main objectives of digitally spreading the Blizzard
25th Birthday are to increase and expand brand buzz
and to boost digital traffic and the time users spend
online. Through using the Facebook platform, the goal
is to amplify the Blizzard 25th celebration with on-site
digital engagements that will extend all of the events
to virtual participants around the globe.
“Social media is an important cultural
development,” says Guse. “That’s why we engage in
several aspects of social media as a system, and why we
have seized the opportunity to promote the DQ brand
and the Blizzard 25th Birthday online to engage fans all
over the world. In 2010, the DQ system will use social
media to engage our customers like never before.” q
World of DQ® April 2010 17
World of DQ® April 201018
out & about expo recap
2009 DQ® Expo SnapshotsFranchisees from all over the world met in
Cancun, Mexico, during the Viva DQ®—Your
Passport to Profits—Expo held Jan. 28-31, to learn
all the newest information and updates regarding
the DQ system. From General Sessions, breakouts
and family-friendly evening events, to the Exhibit
Hall and Iron Tip cake competition, attendees
came together to Live DQ. q
World of DQ® April 2010 19
Thanks for the Expo Memories!
Dear John,
I just wanted to thank you for welcoming Herb and
I into the DQ® world. Because of you and everyone
at the DQ® Expo, Herb and I shared our best 25th
wedding anniversary ever. Ordering that M&M’s
Blizzard®Treat in Playa Del Carmen was the smartest
thing I’ve ever done. You know why? I’ll tell you.
Because it led Herb and I to you and the DQ® family!
It proves my theory that just because you haven’t
been invited to a party, doesn’t mean you shouldn’t
show up. If we hadn’t come to the Expo in Cancun,
we would’ve missed out on all the informative and
inspiring speeches, slide shows, free samples and that
darling purple Viva DQ® bag. That bag has made me
the envy of all the gals in my water aerobics class. So
much so, that I had to buy a purple swimsuit, swim
cap and sandals to match.
You were such a dear to welcome us and
encourage us to meet and mingle with other
franchisees. What a friendly bunch! We have so
many new friends that if we took a road trip across
the country, we’d have franchisee folks to visit from
Akron, Ohio to Yakima, Wash.!
Sincerely,
Sylvia
Herb and SylviaDQ® Expo “Characters”
World of DQ® April 201020
Theresa Le’s Cancun-inspired theme cake design.
From left to right: Theresa Le, Cathy Spandel, John Gainor, Christie Caudill, Michele Halbrook Tand Jose Castillo.
Ontario Cake Decorator Earns Her Tip What started out last July
culminated at the DQ Expo in
Cancun—the second Iron Tip cake
competition. Theresa Le, cake
decorator from the Brampton,
Ontario, DQ restaurant owned
by Danny Yiannakis and Dennis
Kafes, out-decorated the finalists
to become the winner.
The first round back in July
narrowed the initial 210 entries to
nearly 40. In early October, Le was
one of four DQ cake decorators
announced as those chosen to
go head-to-head against 2008
winner Cathy Spandel from Apple
Valley, Minn. In addition to Le and
Spandel, who ended up placing
second this year, the other finalists
were Michelle Halbrook from
Jacksonville, N.C., in third place;
and Jose Castillo from Manila,
Philippines, and Christie Caudill of
Winchester, Ky., both were named
as runner-up entries.
All of the finalists received
an all-expense-paid trip, along with
a guest, to the 2010 Expo in Cancun,
to compete live in the exhibit hall
to showcase their cake designing,
decorating speed and creativity skills.
During the finals, each contestant
decorated three cakes: one tested their
decorating speed, the second was the
competitor’s design choice, where
each was judged partly on creativity;
and the third was an on-the-spot
design that was kept secret from the
competitors until the competition. q
ins ide scoop 2009 top of the f ie ld
World of DQ® April 201022
Frank O. Moffett Award RecipientRoger Brewin, Director of Concept Support Services Roger Brewin, as Director of Concept Support Services, develops, manages and
delivers field support programs and tools. These items are created to assist the
Operations, Research & Development, Training and Marketing Departments with
executing initiatives to achieve goals and objectives that ensure dominance within the
quick-service restaurant (QSR) burger and treat segments.
During 2009, one major project Brewin worked on was the Cost of Goods (COGs)
program, which helped franchisees maintain profits in a time of negative comp sales.
He also developed and piloted the Service Initiative that will set DQ operators up for
success in 2010 and 2011 to improve store level service to customers in the areas of
speed, accuracy and suggestive selling. In addition, Brewin worked with the Training
Department to integrate service into e-Learning and the crew training program.
“Roger has not only shown incredible leadership in Concept Support Services (CSS), but also in his
collaboration with our American Dairy Queen Corporation (ADQ) teammates and outside vendors,” says Bob
Hynick, executive vice president of Concept Support Services. “His leadership has allowed me to further move
CSS in preparing and handling the multitude of projects that come our way.”
Chris Corso, Business Consultant—Mid-Atlantic Region Chris Corso, as Business Consultant of the Mid-Atlantic Region, works side-by-side with the
franchisees in his area to provide leadership and coaching to help them successfully improve
sales, profits, operating standards and operating systems. He works with the district to
develop goals that not only follow the world-wide Operations Business Plan, but also to help
franchisees plan individual goals.
According to Lee Banbury, executive vice president of Operations—South Central, Corso
oversees one of the highest volume districts and, during 2009, focused on Operations execution
and rewards for positive performance. “Chris was a company leader in the planning and
implementation of the new image signage throughout his district, and has been a significant
resource for his peers in the region,” says Banbury. “He also worked with one of his larger multi-unit operators to
successfully implement and monitor cost controls.
“Chris has been with the DQ system for eight years, and has continually shown leadership and growth, both
personally and professionally,” he continues. “He shows great passion for the DQ brand.”
Honoring the TopCongratulations to the 2009 Top of the Field Award winners. These recipients have been nominated and chosen
because of their exemplary service to International Dairy Queen, Inc. (IDQ) and to its franchisees. Their above
and beyond performance throughout the year has earned them this prestigious title.
The Frank O. Moffett award, named after the DQ® pioneer who exemplified high standards of quality, service
and cleanliness in store operations, is presented to the individual who best demonstrates the characteristics that
Moffett is remembered for—“a tradition of dedication, progression and total work ethic.” This year’s recipient is
Roger Brewin, director of Concept Support Services.
World of DQ® April 2010 23
Chris Falle, Franchise Development Manager—Canada As Franchise Development Manager in Canada, Chris Falle works closely with new and
existing franchisees on new store and restaurant development from the application phase to the
construction phase. Falle also facilitates remodel programs for various locations and concepts,
such as Project Soar.
During 2009, Falle traveled several times to meet directly with many franchisees in the
Maritimes and British Columbia, to review their projects and build relationships. “Through his
determination and customer service, Chris has created a momentum in the Soar markets in
the Maritimes and British Columbia that will continue in 2010 and beyond,” explains Sherry
McNeil, vice president of Franchise Development & Design for DQ Canada.
“Chris has grown to hold a leadership role in the Development and Design groups,” she continues. “He has
provided direction and motivation to various team members, as well as providing an excellent level of customer
service to franchisees.”
John Hulsey, Business Consultant—South East Region
John Hulsey, as Business Consultant for the South East Region, assists franchisees in improving
their overall sales and profitability, their systems and routines in store operations and their
overall capability level. He assists those working on additional store development, and those
who are converting existing locations, with a focus on improving the overall proficiencies and
training levels among the management and crew in their locations.
During 2009, Hulsey witnessed successful same-to-same sales in his area, due not only to
conversions, but also because of a focus on using capability model consulting and the crew
training kit focusing on improved operational strength in store locations. He also worked
diligently on Pride Systems to help operators embrace the idea of self-directed pre-season
facility checklists, as well as working on gaining participation in COGs control routines.
“John has been a great resource for the team on their reinvestment projects and has really stepped up as a peer
leader,” says Banbury. “Many of his team members compliment him on his energy, passion and ability to make an
impact with operators.”
Adrian Humphrey, Regional Marketing Manager—Heartland Region Adrian Humphrey, as Regional Marketing Manager in the Heartland Region, provides
marketing leadership and coaching to franchisees, advertising agencies, territory operators
and the Operations Team. She develops, manages and implements designated marketing
area (DMA) marketing plans and programs to optimize traffic, store sales and profits
for franchisees.
According to Jason Selby, area vice president of Regional Marketing, Humphrey “has been
able to manage multiple projects and assignments while still working tirelessly on behalf of
her region to create positive results for her franchisees.”
Selby says she has also been a key contributor to the development of the DMA Business
Plan for the St. Louis market, including internal meetings, the development of DMA marketing activities,
interdepartmental communications and seeking alignment between the DMA and various committees.
ins ide scoop 2009 top of the f ie ld
World of DQ® April 201024
Theresa Lear, Business Consultant—Central Alberta, Canada
Theresa Lear, as Business Consultant in Central Alberta, Canada, works to bring value to
franchisees with solid business suggestions to help increase sales and profits. The role also
entails the ability to act as a liaison for the many different departments within the company.
“Theresa led the team in completing Modernization requirements, participation and
follow-up on the COGs initiatives with timely updates and tracking, and in many remodel
and store openings with both food and treat teams,” states Dave Acton, area vice president
of Operations—Central Canada.
“She was also a valued team member in mentoring new business consultants
throughout the year and providing leadership for their success,” he continues. “Theresa
is respected for her outstanding customer service she provides to operators in her district, co-workers and
internal team members.”
Leigh Marshall, Business Consultant—Western Great Lakes RegionLeigh Marshall, as Business Consultant in the Western Great Lakes Region, helps
build and protect the DQ brand by working directly with franchisees to help them
become more profitable and grow their businesses. One project during 2009 was
coaching and providing resources for COGs improvement. He is also a strong advocate
of drive-thru speed of service, helping operators develop a speed mentality.
During 2009, Marshall was instrumental in the development of the DQ Grill & Chill®
brand, with approximately 32 percent of his district featuring this design. According to David
Dorn, area vice president of the Western Great Lakes Region, Marshall has been creative with
franchisee partnerships. “He has started a breakfast meeting format, where franchisees meet
on a routine basis to discuss their business in an open forum,” he says. “These meetings have evolved from sharing
best practices to discussions about P&L data review, speed of service, COGs and development of their assets to the
DQ Grill & Chill design.”
Tim Oualline, Senior Operations ConsultantTim Oualline, as Senior Operations Consultant, supports new restaurant development and
major remodels across the United States. He supports logistics leading to and including the
actual opening of a restaurant, including getting the restaurant ready from an inventory and
cleanliness standpoint, helping set up the electronic point-of-sale (EPOS) system and assisting
the management team to train new crew members.
During 2009, Oualline led the team in opening eight food locations, which included five
major remodels, two ARD (additional restaurant development) restaurants and one NRD
(new restaurant development) restaurant, all in Texas. According to Michael Bruce, director
of Development Operations, Tim has the trust and confidence of all the Texas operators that
he supports. “His openings are always set up for success, with Tim properly coaching the operators to correct
inventory, staffing and scheduling needs,” he states. “When higher volumes are expected, Tim has made sure that
there is extra operational support on site as needed to ensure guest satisfaction.”
World of DQ® April 2010 25
Suzanne Raddatz, Field Training ConsultantSuzanne Raddatz, Field Training Consultant, partners with business consultants to certify and
support field training locations and their restaurant training specialists. She guides franchisees
through the process of fulfilling the training requirements to open and maintain their
restaurants, and coordinates the scheduling of training classes in Canada and the Western
United States. In addition, Raddatz facilitates training seminars and workshops, including
People, Pride & Profits sessions.
During 2009, Raddatz continued to develop the Western Region into the most stable,
diverse and largest (14 active restaurants) group of certified training locations. She also
accepted the challenge of adding the coverage of 10 additional Canadian training locations.
“Suzanne was the face of the Fall Business Conference crew training seminar, role-modeling excellence in
facilitation skills for the videotape used by the field team to prepare for their meetings,” explains Marty Davis,
director of Field Training. “Suzanne is a key role model for her peers in Training as well as Operations.”
Chris Rhein, Business Consultant—Mountain Region
Chris Rhein, as Business Consultant for the Mountain Region, is responsible for developing
partnerships between franchisees and corporate staff to improve and enhance all aspects
of operations, both in the district and throughout the system, that directly impact sales
and profits.
“Chris has demonstrated exemplary performance and competence in his position,
achieved by his commitment to his responsibilities and his restaurant operators, as well as
the professional manner in which he carried out his activities,” says Doug Pavelka, area vice
president of Operations—Mountain Region.
Rhein completed several remodels during 2009, an ARD location and added the Orange
Julius® line to many of his DQ Grill & Chill locations. He worked as a field liaison on the COGs initiative, not only
developing some best practices that are used throughout the system, but also saw outstanding achievements in
improving franchisees’ bottom lines through the COGs program. In addition, he has been highly involved with
helping pilot the Service Initiative and has served as a mentor for new business consultants. o
Have you ever wished you hadanother copy or two of theWorld of DQ® Magazine?
Each one year subscription costs $18 ($20 in Canada), U.S. currency only, and includes eight issues.
All checks should be made payable to ADQ. Please send the name and address where you would like
the magazine sent, and the appropriate payment to:
Lisa Christenson | American Dairy Queen Corporation | P.O. Box 390286 | Minneapolis, MN 55439-0286
World of DQ® April 201026
Blizzard® Fan Club Apparel Since the Blizzard® Fan Club
(BFC) was first created in 2005,
the members, now reaching 2.2
million strong, have hinted for
special Blizzard-themed apparel.
As of April 1, they will have the
opportunity to purchase such
items. The initial line will include
a limited number of casual t-shirts
and sweatshirts.
“It seems like a natural to
gauge fans’ interest in exclusive
apparel given the Blizzard 25th
Birthday and all the marketing
efforts we are placing on
this celebration,” states Tim
Hawley, vice president of
Marketing Communications.
“All merchandise will be
available to BFC members at
blizzardfanclub.com.” q
ins ide scoop blizzard® apparel
PRA AwardFor the third time in five years,
a DQ® restaurant owned by Lynn
Dairy Queens, Inc., has won the
PRA Excellence in Food Safety
Award. Lynn Dairy Queens, Inc.,
restaurants have always taken
Pictured (from L to R): Tammy Burkey, manager; Roileen Schimmel, administrative assistant; Michael Bowman, assistant manager; and Steve Steingart, chairman, PRA Education Health and Safety Committee.
pride in their standards for food
safety and sanitation. And now
they are being recognized for
their extraordinary efforts in
those areas.
On Nov. 1, 2009, the Dairy
Queen® restaurant located in
Connellsville, Pa., was recognized
for the second time by the
Pennsylvania Restaurant
Association’s Education, Health
and Food Safety Committee as
a winner of the Annual PRA
Excellence in Food Safety Award.
They received the award at the
72nd Annual PRA Meeting and
Awards Dinner, which was held at
the Hilton Harrisburg & Towers in
Harrisburg, Pa.
This award is given to those
members of the Pennsylvania
Restaurant Association whose
employees demonstrate
outstanding efforts in food safety
and sanitation. These efforts
include: having management
staff attain certification in food
protection, posting hand-washing
signs, using receiving logs, time
and temperature holding/cooling
charts and implementing a Hazard
Analysis and Critical Control
Point program. Congratulations
to Lynn Dairy Queens, Inc.! q
ins ide scoop fac
World of DQ® April 2010 27
Back row from left to right: Dan Byrne, Jon Boeche (in vacant DQ/OJ Adjunct seat), Geff Freeland, Mike McKinnon, Darren Kints, Chuck Daniel, RussWright, Bruce Clarke, Kurt Schauermann, Jeff Ward, Billy Rose and Wendell Bradley. Front row from left to right: Jane Richardson, Sherry Shaban, DougWoodward, Judy Lynn-Craig, Karen Horn and Terri Fote. Not pictured: Mark Cowles and Dan Radigan.
2010 Franchisee Advisory Council
The World of DQ® magazine congratulates the following franchisees who have openednew restaurants:
New DQ Grill & Chill® RestaurantsTurk Development Group MT Vernon LLCTom TurkMichael TurkMount Vernon, OhioNov. 28, 2009
New DQ/Orange Julius® StoresRed Flag Profits Ltd.Xi An Chinatown-Giftware Plaza StoreShaanXi, ChinaNov. 16, 2009
Red Flag Profits Ltd.Chang Sha Fu Rong StoreHuNan, ChinaNov. 17, 2009
Graham McKee, Inc.Edward GrahamTeri McKeeRaleigh, N.C.Nov. 19, 2009
Red Flag Profits Ltd.Peng Cheng StoreJiangSu, ChinaNov. 23, 2009
Philippines Pizza, Inc.BrentMamplasan, PhilippinesNov. 23, 2009
Red Flag Profits Ltd.JingQiao StoreShanghai, ChinaNov. 24, 2009
World of DQ® April 201028
ins ide scoop new restaurants
Remodel to theDQ Grill & Chill ImageLix, Inc.Craig ShannonJanice ShannonFort Morgan, Colo.May 22, 2009
Frauenshuh Hospitality Group of Minnesota, LLCHastings, Neb.June 1, 2009
P&B Enterprises, LLCPamela CowanEstate of Robert CowanNiles, Mich.July 9, 2009
Linda HardingNorth Versailles, Pa.Aug. 12, 2009
F-FC’sMichael MolinaroLynn MolinaroMonroe, Wis.Sept. 1, 2009
Richard RoytekWanda RoytekGary RoytekJohn RoytekMattoon, Ill.Sept. 1, 2009
Nar Narayan Dev. Inc.Pravinkumar PatelJayshree PatelMahomet, Ill.Sept. 1, 2009
EG Cimfar, Inc.Thomas LandonCarole LandonKeizer, Ore.Oct. 19, 2009
S&H Fastfoods, Inc.Hannan BalloutSaid BalloutHopewell, Va.Nov. 1, 2009
J&S Enterprises, Inc.John AlexanderShellee AlexanderWinaman, Ind.Nov. 1, 2009
Barry SherwoodKimberlyn SherwoodInternational Falls, Minn.Nov. 4, 2009
Dennis Redfield, Inc.Dennis RedfieldDiane RedfieldTitusville, Pa.Nov. 9, 2009
“DQ” Moe Inc.Cheryl Dmochowski-ZeiglerCamp Hill, Pa.Nov. 17, 2009
DQ of Martin KY, LLPMartin DQ Inc.Steven BoothEdward MooreDQ Joint Venture Stores Inc.Martin, Ky.Nov. 18, 2009
William HoeffnerLyons, Kan.Nov. 20, 2009
RDWR, Inc.Rodney LoweDyanna LoweLowell, Ark.Nov. 20, 2009
ins ide scoop in memoriam
World of DQ® April 2010 29
James Metrou(1954-2009)James Metrou of Rizes, Greece,
died Nov. 14, 2009. He was 54.
He was born Nov. 29, 1954, in
Lahena, Greece. He immigrated to
Aurora, Ill., in 1969. He married
his wife, Nancy, in 1980 and they
had three daughters, Angela,
Maria and Eleni. He and his wife
opened their first restaurant in
1984, and were instrumental in
developing numerous commercial
properties. They opened a DQ®
store in 1990 and Metrou was the
first franchisee in the Chicago
area to become a DQ Grill & Chill®
restaurant in 2007. Their location
has received numerous Pride
awards and cake plaques.
Metrou is survived by his wife
of 29 years; his three daughters;
his brother, Peter; and four sisters,
Christina, Joanne, Maria and Irene.
Robert Cowan(1958-2009)Robert Bruce (Bob) Cowan of
Niles, Mich., died Dec. 10, 2009.
He was 51.
He was born May 14, 1958,
in Lansing, Mich., to Bruce and
Pauline (Yeager) Cowan. He
graduated from Williamson High
School in Michigan in 1977, and
received a degree in business and
law enforcement from Lansing
Community College. On Nov. 10,
1978, he married Pam Bumbalough.
The couple purchased the
DQ restaurant in Niles more
than 25 years ago. A member
of Peace Evangelical Lutheran
Church for more than 25 years,
he held various positions including
President of the Congregation,
Elder, Chairman of the Board
of Education, Sunday School
Superintendent and Bible Study
Leader. He was a member of
the Four Flags Chamber of
Commerce Board of Directors and
a Chamber Ambassador.
He was preceded in death
by a brother, Thomas Cowan.
He is survived by his wife;
son, Kenneth Cowan of Fort
Wayne, Ind.; his parents;
and brother, Brian (Teresa)
Cowan of Barberton, Ohio.
Al Schock(1920-2009)Al Schock of Sioux Falls, S.D.,
died Dec. 27, 2009. He was 89.
He was born March 31, 1920,
on a farm in Long Lake, S.D.,
to John and Barbara Schock.
He attended South Dakota State
College in Brookings, S.D.,
and received his bachelor’s
degree in chemistry and dairy
manufacturing. He received a
master’s degree in bacteriology
and biochemistry from the
University of Wisconsin—
Madison, and was awarded an
honorary doctorate in 1966.
Schock married Phyllis
Peterson in 1943. In World War
II, he served as a First Lieutenant
and was awarded a purple heart, a
Bronze Star and a Army’s Civilian
Service award. He served as a
civilian aide to the Secretary of
the Army for South Dakota for 20
years, was a member of President
Richard Nixon’s Task Force on
Rural Development in 1970, and
ran for the U.S. Senate in 1974.
He was the Chairman of the
Board of Nordica Enterprises,
Inc., a family-owned corporation
he started with his brother Ozzie
in 1988. Nordica is the territory
operator for South Dakota DQ
stores, with the exception of
Minnehaha County. He was
involved in changing the dairy
industry to a wholly-consumed
commodity, as well as getting bills
passed to sell soft-serve made
with ice milk in the five states
his dairy processing business
serviced. He also played a role
in the development of probiotic
cultures used world-wide.
He was president of the Sioux
Falls Chamber of Commerce, the
Luther Manor Nursing Home, the
United Way and South Dakota
Water Development Association.
He was active with the Lions Club.
Schock and his brother Ozzie co-
founded the Schock Foundation,
which has donated nearly $2
million to charities since 1950.
Schock is survived by his wife
of 66 years; daughters, Bobbie
Kohrt and Barbara Schock; sons,
Bernie (Cathy), Paul (Nancy)
and Steven; 10 grandchildren;
and nine great-grandchildren. o
Gerold Tricker and wife, BettyCity: Champion, Ohio, for five months of the year;
Bonita Springs, Fla., for the other seven.
Connection to the DQ® system: Has been a DQ® operator
for 48 years. Now his son and daughter-in-law run the
Champion restaurant.
a smile and a story® t imeless s tor ies
World of DQ® April 201030
Q. What is your DQ® smile and story?
A. I don’t work at the store any more, but I enjoy going there on
occasion to talk with the customers and give stuff away. One day I
saw a little girl with her mother, and I told her that I had talked to her
teacher who said that she had been good, so she could be treated to
anything she wanted. I also let her make it herself. She made her own
sundae, and then I let her make one for her mother, too. I sat down
with them while they ate their sundaes, and her mother told me that
I had done the exact same thing to her 35 years earlier when she was
a child, and that is why she has always been a loyal customer.
Q. What is your first DQ memory?
A. I started out 45 years ago, and there have been a lot of tremendous
memories throughout the years. I enjoy giving away product, and that’s
something I’ve done ever since I started out. There is such a joy in giving
away ice cream.
Do you know anyone who would like to share their smiles & stories? If so, contact
Lisa Christenson at 952-830-0206 or [email protected].
Behind the Dairy Queen® brand we are proud of our endless smiles and stories. They are all timeless stories that capture the essence of our brand. Gerold Tricker shares his smiles and stories below in this issue of the World of DQ® magazine.
Q. What is the best characteristic of
the DQ brand?
A. That it is the best. When you are
dealing with the best, it’s pretty hard to
compare it to anything else.
Q. When you think “DQ Something
Different,” what comes to mind?
A. DQ Cakes. Our decorators do a
fantastic job. It’s really a piece of artwork
when they are done. Appearance is
everything, and when it looks good it
will taste even better.
Q. Why do you think the DQ system
is such a great family destination?
A. I think because it’s the best product
there is, so everyone can enjoy it.
Q. What is your DQ guilty pleasure?
A. An old-fashioned malt.
Q. What is your favorite DQ Blizzard®
Treat?
A. Oh boy. It’s a tie between the
Hawaiian Blizzard and M&M’s Blizzard
Treats. I have diabetes though, so I can’t
eat them as often as I’d like.
Q. What is your favorite DQ
commercial?
A. Every DQ commercial I see tickles me.
It’s uplifting to see the advertising money
is paying off. q
World of DQ® April 2010 47