Dairy Queen Thailand plans to expand by another ten kiosks or Grab&Go in 2024, seven of which will be company-owned and the remaining three franchises, according to Prachachat.net. The cost of investment for a kiosk-style store is around THB 3 million to THB 3.5 million per outlet. The ice cream chain will also expand into universities and office buildings to be close to its consumers.
Dairy Queen currently has 520 branches nationwide comprising 290 franchise branches and 230 company-managed outlets.
The business direction for 2024 is to become a place for consumers to stop and rest, including having the concept of a DQ lounge with 50% of the space in the store devoted to the seating area. The first DQ lounge opened in 2023 at Central Westgate, and Dairy Queen will open the second at Future Park & Zpell Rangsit. The focus on stop and rest comes as consumers return to the pre-COVID routine of spending more time out of home in physical stores.
To reach its more customers dairy Queen will also deploy mobile EV trucks in Bangkok and surrounding areas in the intial phase.
Dairy Queen derives the bulk of its revenue in Thailand, with 65% from ice cream, 20% from cakes, and 10% from drinks.
