First-Ever DQ TreatWorks™ Opens in Tarentum, Pa.

Tarentum chosen as first test market for Dairy Queen®’s newest concept

MINNEAPOLIS, MN (Friday, July 15, 2005) - Continuing to focus on future growth for existing and new franchisees, Dairy Queen® is testing the next evolution in the company’s 65-year history with the opening of the first-ever DQ TreatWorks™ in the newly opened Galleria at Pittsburgh Mills mall, 2012 Butler Logan Road in Tarentum, Pa. The 800 square-foot Tarentum walk-up restaurant employs 19 full- and part-time employees. The unit is franchised by Geoff Baker.

"Just as DQ® wants everyone to think of Grill & Chill® as their quick-service restaurant destination, we want to strengthen our position as the premier treat destination by expanding our treat platform, updating our design and improving speed of service," said Ann Stone, vice president of mall concepts/TreatWorks management and international marketing for the Dairy Queen system.

TreatWorks marks the first time that the Orange Julius® brand - a full line of premium fruit smoothies and blended fruit beverages -- will be offered in Dairy Queen locations other than current mall treat centers. In addition to serving all of the favorite DQ treats that have made Dairy Queen an icon in the treat industry, such as the signature Blizzard®, soft-serve cones, Chillabration® and Blizzard cakes, and other royal treats, the menu will feature signature items, including Hot Chocolate Molten Cake and Hot Apple Crisp, both 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 fans."

There is no limit on TreatWorks venues. DQ franchisees can build walk-up mall or free-standing treat centers, as well as remodel existing treat locations. "This is a very exciting opening for us, to be the first one in the world to open a new TreatWorks," said long-time DQ operator Geoff Baker.

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 next TreatWorks location, scheduled to open this month, is a free-standing restaurant in Tampico, Mexico. 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."


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

This article has been read 391 times.

Printer Friendly