Who is responsible for the development of the sales promotion activities for all Dq Treat brands?
Dq_Treat Franchise · 2025 FDDAnswer from 2025 FDD Document
ADQ's marketing department is responsible for the development of the sales promotion activities for all DQ® brands, including system marketing calendars ("SMCs"). The SMCs, and the creative and sales promotion materials created in support of the SMCs, are designed to increase consumer awareness and drive trial of DQ® products and promotions, build the customer base, increase customer visit frequency, and build the DQ® brand overall. The SMCs consist of promotions and events designed to allow the DQ® system, on a market by market or national basis as determined by ADQ, to convey a uniform marketing message. The SMCs are used as the foundation for media plans in the DQ® system. Other sales promotion activities include creative materials, tie-in promotions, new product introductions, and system promotions. ADQ uses various forms of media to promote the DQ® system, brand and products, which may include broadcast or cable television, radio, newspaper inserts, ads in newspaper/shoppers, magazines, billboards, various in-store materials, exterior merchandising, various local restaurant marketing materials, online communication, social media, electronic or mobile media, and new forms of media depending on the objectives. Because you sell a smaller number of DQ® items from your DQ® Treat store compared to some of the other DQ® concepts, such as a DQ Grill & Chill® restaurant, your sales promotion materials will not include all DQ® materials nor may all DQ® promotional activities apply to your DQ® Treat store. ADQ currently uses various national, regional and local advertising and public relations agencies to assist it in the strategic development, production and placement of many of the national and earned media activites and other sales promotion activities.
Source: Item 11 — UItem 11U***:** U**Franchisor's Assistance, Advertising, Computer Systems, and Training (FDD pages 37–47)
What This Means (2025 FDD)
According to the 2025 Dq Treat Franchise Disclosure Document, the marketing department of ADQ (American Dairy Queen Corporation) is responsible for developing sales promotion activities for all DQ brands, including the system marketing calendars (SMCs). These SMCs and related materials aim to increase consumer awareness, drive trial of DQ products and promotions, build the customer base, increase customer visit frequency, and build the DQ brand overall. The SMCs consist of promotions and events designed to convey a uniform marketing message on a market-by-market or national basis, as determined by ADQ. These SMCs serve as the foundation for media plans within the DQ system.
Other sales promotion activities include creative materials, tie-in promotions, new product introductions, and system promotions. ADQ uses various forms of media to promote the DQ system, brand, and products, including broadcast or cable television, radio, newspaper inserts, magazines, billboards, in-store materials, exterior merchandising, local restaurant marketing materials, online communication, social media, and electronic or mobile media. However, because Dq Treat stores sell a smaller number of DQ items compared to other DQ concepts like DQ Grill & Chill restaurants, the sales promotion materials for Dq Treat stores may not include all DQ materials, and not all DQ promotional activities may apply.
ADQ also uses national, regional, and local advertising and public relations agencies to assist in the strategic development, production, and placement of national and earned media activities and other sales promotion activities. Franchisees are allowed to use only the sales promotion or other advertising materials that ADQ furnishes or makes available, or other materials that ADQ approves for use in their sales promotion activities. This ensures brand consistency and quality across all Dq Treat locations.