Dairy Queen Mission and Vision: An Analysis
International Dairy Queen Inc., (IDQ) is based in Minneapolis, Minnesota. It is the parent company of both the American Dairy Queen Corporation (ADQ) and Dairy Queen Canada (DQX). IDQ is a subsidiary of Berkshire Hathaway Inc. and serves a large system that covers 6800 locations in the US and 25 more countries. Dairy Queen has been around for 79 years. Its first store opened in 1940 in Joliet, Illinois. IDQ is now a $4.5 billion brand.
The American Dairy Queen Corporation, a Berkshire Hathaway Company (NYSE: BRK:A and BRK:B) franchises the Dairy Queen restaurants in America.
The QSR brand serves a large range of food products and treats, some of which are unique to the Dairy Queen brand and among the primary attractions for Dairy Queen fans.
Berkshire Hathaway follows a very unique system to manage individual subsidiary brands where each business leader has the autonomy to make decisions and run his business as an independent brand. Troy Bader is the president and CEO of IDQ. Support teams based in the US and Canada offer support to the IDQ franchisees in the US and international markets. Warren Buffet led Berkshire Hathaway Inc., which owns more than 60 companies, acquired Dairy Queen in 1997 for $585 million.
IDQ Mission Statement:
To create positive memories for all who touch DQ.
The mission statement of IDQ is short and succinct, addressing the main focus of the brand which is to create positive experiences for people connected with the Dairy Queen system. As a QSR brand, it strives to offer its customers and other stakeholders a unique and outstanding experience. Quality food and an outstanding in-store experience are the main focus of DQ. In the mission statement of IDQ, ‘positive memories’ refers to an innovative all-round experience for all stakeholders including customers, employees, managers, and society.
IDQ Vision Statement:
To be the world’s favorite quick-service restaurant.
Apart from the US, DQ is present in 25 nations. Its vision statement explains its long term focus which is sustainable growth and customer satisfaction. IDQ’s vision statement is also short and succinct, addressing the core focus of the brand which is to grow its customer connection worldwide stronger with time.Â
Mission and vision statements are an integral part of the branding strategy of a business. IDQ’s mission and vision statements also explain the core focus of the brand. DQ is a very unique and innovative QSR brand that focuses on maximizing satisfaction for all stakeholders including consumers, employees, investors, and society. Customers are the main priority of DQ and the company is always ready to surprise and delight them in new ways with the best delicacies at prices as affordable that no other brand can match.