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A blizzard in Poland won’t be a bad thing now that Dairy Queen has opened its first location.
Poland brings to 28 the number of countries outside the U.S. and Canada that have a Dairy Queen, and continues Berkshire Hathaway’s wholly-owned quick service restaurant brand’s expansion in emerging market.
The newly opened DQ® Treat store at Wola Park Mall in Warszawa will be joined by two additional locations before the end of the year, including a DQ Grill & Chill restaurant at the Wola Park Mall.
Just the Beginning
The three locations are just the beginning of a plan that will see Dairy Queen become a common sight in Poland. Expansion plans include 26 DQ Grill & Chill® restaurants and DQ Treat stores throughout the country over the next five years. The locations are being developed by franchisee Sparrow 4 Sp. Z.O.O.
“We believe there is an incredible growth opportunity in this region,” said John Gainor, CEO and President of International Dairy Queen, Inc. (IDQ). “Our partnership with Sparrow 4 Sp. Z.O.O. has allowed us to launch our brand in Poland. Their wealth of business experience and diverse portfolio across Europe is a huge asset to the Dairy Queen system as we continue to invest and build on our global brand equity.”
Expansion Into Eastern Europe
“Our strategy is to open franchises in emerging markets,” Dairy Queen’s president and CEO John Gainor says. “That’s why Poland is a logical choice. We are avoiding countries such as France where the competition is very well established.”
Poland is just the beginning in astern European, according Dairy Queen’s Jean Champagne, Chief Operations Officer — International Groups.
“This move is strategic. We are entering the Eastern European market at a time when Western brands are being embraced by a consumer base that is well informed on the importance of global brands,” Champagne said. “We look forward to working with a strong franchise partner in Poland. We see this as a launching pad for other contiguous countries in the region.”
The DQ system has more than 6,600 locations worldwide, 1,495 of which are outside the U.S. and Canada , and this summer opened locations in Kuwait and the United Arab Emirates.
For more information, read a Mazor’sEdge special report on Dairy Queen.
© 2015 David Mazor
Disclosure: David Mazor is a freelance writer focusing on Berkshire Hathaway. The author is long in Berkshire Hathaway, and this article is not a recommendation on whether to buy or sell the stock. The information contained in this article should not be construed as personalized or individualized investment advice. Past performance is no guarantee of future results