Under what trade name will Dq Treat captive-venue locations operate?

According to Dq Treat's 2025 Franchise Disclosure Document, captive-venue locations, which are situated in areas like shopping malls with a minimum of 500,000 square feet of gross leasable area, transportation terminals, hospitals, college facilities, parks, office buildings, and other high-traffic areas, will operate under the trade name DQ®/Orange Julius®. This means that franchisees opening a Dq Treat store in such a location will be required to use this specific trade name.

The distinction between captive-venue and street locations is important for prospective franchisees. Street locations, defined as freestanding, streetscape, or strip mall locations with less than 500,000 gross leasable area, operate under the DQ®/Dairy Queen® trade name. This difference in trade names reflects a strategic branding approach by ADQ, potentially targeting different customer segments or leveraging the recognition of both the Dairy Queen and Orange Julius brands in specific environments.

For a potential Dq Treat franchisee, understanding the location type is crucial as it dictates the trade name under which the business will operate. This decision is not at the franchisee's discretion but is determined by ADQ based on the location's characteristics. Franchisees should consider how the trade name DQ®/Orange Julius® for captive-venue locations aligns with their business goals and target market, and how it might impact brand recognition and customer perception in these specific high-traffic environments.