What are SMCs designed to do for Dq Treat?
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.
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 Dq Treat's 2025 Franchise Disclosure Document, System Marketing Calendars (SMCs), along with their supporting creative and sales promotion materials, are designed to achieve several key marketing objectives for the DQ brand. These objectives include increasing consumer awareness of Dq Treat, encouraging trial of Dq Treat products and promotions to attract new customers, expanding the customer base, and increasing how often customers visit Dq Treat locations. Ultimately, the goal of the SMCs is to strengthen the Dq Treat brand overall.
The SMCs are comprised of promotions and events that aim to deliver a consistent marketing message across the Dq Treat system, whether on a market-by-market basis or nationally, as determined by ADQ. These calendars serve as the basis for media plans within the Dq Treat system. Other sales promotion activities encompass creative materials, tie-in promotions, new product introductions, and system promotions.
Because Dq Treat stores offer a smaller selection of DQ items compared to other DQ concepts like DQ Grill & Chill restaurants, franchisees should note that the sales promotion materials provided may not include all DQ materials, and not all promotional activities may be applicable to their specific Dq Treat store. ADQ utilizes various media channels to promote the DQ system, brand, and products, including television, radio, newspapers, magazines, billboards, in-store materials, online communication, social media, and electronic or mobile media.