What are the potential benefits of operating a Dq Treat franchise in a high-traffic location?

According to the 2025 Dq Treat FDD, Dq Treat offers franchises in two types of locations: Captive-venue and Street locations. Captive-venue locations are specifically designed to capitalize on high-traffic areas. These locations are situated in shopping malls or centers with a minimum of 500,000 square feet of gross leasable area, transportation terminals, hospitals, college and university facilities, parks, recreation areas, office buildings, and other areas that cater to high-volume walking traffic. These Captive-venue locations operate under the trade name DQ®/Orange Julius®.

The primary benefit of operating a Dq Treat franchise in a high-traffic captive venue is the increased potential for sales due to the consistent flow of potential customers. These locations are strategically chosen to maximize exposure to a large number of people, which can lead to higher revenue and faster business growth. The FDD specifies that these locations cater to high volume walking traffic.

However, the FDD does not explicitly state that high-traffic locations will guarantee success or higher profits. Prospective franchisees should consider factors such as lease terms, competition within the venue, and the overall economic conditions of the area. It is also important to note that while captive venues benefit from built-in foot traffic, they may also be subject to specific operating hours and restrictions imposed by the venue management, which could impact the franchisee's operational flexibility.