First International DQ TreatWorks™ Opens in Tampico, Mexico

Franchisee DOPITAM opens first of six planned DQ® locations

TAMPICO, MEXICO (Sunday, July 24, 2005) - The first international DQ TreatWorksTM location has opened in Mexico, the first of five DQ® treat destinations planned over the next three years by franchisee DOPITAM. Located at Avenue Hidalgo 5804-A Fracc. Lomas del Chairel, the new TreatWorks is a 1,400 square-foot, free standing restaurant and employs 30 full- and part-time employees. DOPITAM is operated by the Deutsch Azcarraga family which owns and operates several restaurant and dry cleaning franchises in Mexico.

As DQ is already considered the worldwide treat leader, the TreatWorks concept is the next evolution in its 65-year history as it continues to focus on future growth for existing and new franchisees. "Just as DQ wants everyone to think of Grill & Chill® as their fast-food restaurant destination, we want to fortify our position as the premiere treat destination by expanding our treat platform, updating our design and improving speed of service and operating efficiencies," said Ann Stone, vice president of mall concepts/TreatWorks for the Dairy Queen® system. "Tampico is a great opportunity for us internationally, particularly in the test phase. The demographics and strong franchisee commitment to Tampico make this an ideal area for the TreatWorks concept."

TreatWorks marks the first time that the Orange Julius® brand — a full line of premium fruit smoothies and fruit blended beverages — will be offered in Dairy Queen locations other than in the mall environment. In addition to serving all of the favorite DQ treats that have made Dairy Queen a leader in the treat industry, such as the signature Blizzard® Flavor Treat, Chillabration® and Blizzard cakes and a wide variety of other soft-serve items, the menu will feature dessert treats typically found in upscale-casual dining establishments, including Hot Chocolate Molten Cake and Hot Apple Turnovers, each served a la mode; made-fresh-daily waffle cones served plain or dipped-in-chocolate and/or coated in nuts and candy; and waffle bowl sundaes with a complete line of toppings.

"We are always looking to revitalize our brand and show our customers that we are not resting on our laurels, but are continuously creating new treats for them to enjoy," adds Stone. "Our goal is to provide an even broader appeal to our loyal customer base as well as attract a whole new generation of DQ and Orange Julius fans. This also provides an outstanding development opportunity for internationally based business people looking to partner with the world-wide treat leader."

There is no limit on TreatWorks venues. DQ franchisees can build walk-up mall or free standing units, as well as convert their existing locations. "TreatWorks is our very first Dairy Queen location and we are excited about our expansion plans in this area," said Gerardo Deutsch Azcarraga.

TreatWorks has a sleek, new look with the feel of a traditional ice cream treat shop. The open design of the interior counter space speeds efficient customer service and also affords customers a fun and entertaining view of how their treats are made. Free-standing locations feature dining rooms with comfortable booths and tables chairs accented by vibrant colors. Some restaurants also will feature patio dining and drive-thru window service.

The first TreatWorks unit opened in the United States in the Pittsburgh Mills mall in Tarentum, Pa. Future test markets include Chardon, Ohio and Clearwater, Fla.

Stone explains, "We are rolling out the TreatWorks concept very deliberately and carefully, depending on the success of each phase of the test period. If each phase goes according to plan, we estimate a 2007 national rollout."

Tampico TreatWorks at a glance:
Opening Date: 7/24/05
Employees: 30
Square Footage: 1,400
For franchisee information: Steve Whiteis, regional director of operations (Mexico) at IDQ, 952-830-0284


About IDQ:
International Dairy Queen (IDQ), which is headquartered in Minneapolis, Minn., develops, licenses and services a system of more than 5,600 Dairy Queen® stores in the United States, Canada and other foreign countries, offering dairy desserts, hamburgers, hot dogs and beverages. IDQ is part of the Berkshire Hathaway family, a company owned by Warren Buffett, the legendary investor and CEO of Berkshire Hathaway. Following the successful roll out of DQ Grill & Chill®, Dairy Queen’s quick-service food concept that features an all new expanded menu and newly designed restaurant interiors, Dairy Queen began testing the TreatWorksTM concept in August 2005. TreatWorks blends a sleek, new look with the feel of a traditional ice cream treat shop and offers an expanded treat menu that includes traditional DQ favorites, the Orange Julius® line of smoothies and fruit drinks, and new signature desserts and sundaes.

For More Infromation Please contact:
Dean Peters, Director of Communications
International Dairy Queen, Inc.
Phone: (952) 830-0204

View all Dairy Queen Press Releases

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