Minor operates Dairy Queen soft serve

Editorial staff
Ice cream business

Minor DQ Co, a subsidiary of Minor Group which operates Dairy Queen soft serve ice cream, unveils its strategy to keep on business growing long term.

Tanakritt Kittipanachol, the company’s general manager, said that the company sets to grow its sales in 2024 by 30% or double-digit rate depending on the market situation. Also, it will achieve its goal by speeding up store renovations, incorporating a modern concept to appeal to the fun-loving new generation, and encouraging everyone to venture out and explore new experiences by offering services in diverse formats and with an expanded variety.

“Dairy Queen aspires to become the " The playground for a sweet pause", a place where you can pause and recharge your life. The brand has undergone a makeover, aligning with the 'modern, fun-loving, and energetic' characteristic,” he said.

This transformation is complemented by the implementation of diverse marketing strategies, including the introduction of new products aimed at better catering to the preferences of target customers. Moreover, Dairy Queen plans to enhance brand accessibility by facilitating product orders through QR codes and enabling online payments, providing added convenience for modern consumers.

With the introduction of an EV truck, Dairy Queen is also offering a mobile and delectable experience set to cover in Bangkok and its surrounding areas. It utilizes an electric vehicle not only aligns with environmentally-friendly practices, but also enhances brand and product visibility, extending reach to a wider consumer base in targeted areas.

Additionally, Dairy Queen has implemented strategies to add value to the brand and its menus, aiming to be a place where customers can take a pause and recharge by introducing the "DQ Lounge," characterized by a contemporary ambiance with expanded space to enhance customer experience.

The DQ Lounge offers exclusive recipes such as bakery items and parfaits, providing a unique and premium offering that is available only at these select locations.

The first branch of this new concept is already opened, located on the 1st floor of Central Westgate. The company plans to open 10 DQ lounge this year, of which the total 7 stores are under its equity and the remaining 3 stores are under franchisee.

Simultaneously, Dairy Queen is strategically planning to extend its branches into office buildings, universities, and additional wholesale stores. This expansion aims to establish proximity to consumers, offering increased accessibility.

Concurrently, Dairy Queen is elevating its service potential across diverse areas, intending to ensure maximum satisfaction for consumers.

“With these strategies, Dairy Queen will fuel its business growth, aligning with the planned overall business performance in 2024. This effort is aimed at solidifying Dairy Queen's position as the market leader. This reinforces Dairy Queen's standing as Thailand's premium ‘Sweets Treats’ brand, catering to the diverse preferences of every consumer style and providing delicious treats for every occasion and every joyous festival celebrated by the Thai people,” Mr Tanakritt said.

Furthermore, Dairy Queen is planning to open 40 new branches , bringing total to reach 560 branches in 2024. The number of Dairy Queen branches is expected to reach 1,000 in the future.
Futhermore, it also plans to renovate 80 existing Dairy Queen branches this year, as well as fortify its image as the foremost leader in soft-serve ice cream in Thailand.

Thailand’s ice cream is valued at 25 billion baht. Of the total, 10 billion baht is unpackaged ice cream and 15 billion baht for packaged ice cream.

Dairy Queen business went well with average growth of 30% during 2021 till 2023. This notable success is attributed to robust strategic factors, encompassing the expansion of branches, the introduction of new menus, and the implementation of effective marketing initiatives both offline and online, thoughtfully crafted to cater to the preferences of target customers, particularly the Thai community.

“Within the array of new recipes, the Blizzard Emperor Bamboo Sticky rice stands out with an intense and unforgettable flavor while The Blizzard Ovaltine Volcano demonstrated remarkable success by achieving sales of over 1 million cups in Thailand within one month,”bhe said, adding that notably, the Blizzard Thai Tea gained an overwhelming response, reaching unprecedented sales heights, and prompting consumer demands for its return to the menu.