Dairy Queen Plans to Enter the French Fast-Food Market
Dairy Queen (DQ), the iconic American fast-food chain known for its delicious ice cream and burgers, is setting its sights on France as its next expansion destination. With a global presence of approximately 7,500 restaurants, DQ aims to open between 100 to 200 locations in France, according to Nicolas Boudet, the brand's international general manager. The company is currently in search of an experienced local partner to establish a franchise model, signaling its commitment to adapting to the French market.
While no specific timeline has been set for the first restaurant opening, Boudet indicated that it typically takes 12 to 16 months after signing a franchise agreement to launch a new location. Therefore, the first Dairy Queen in France may not debut until late 2025 or early 2026. French fast-food enthusiasts will soon have the opportunity to enjoy DQ's signature Blizzard, a popular ice cream treat similar to McDonald's McFlurry, along with a range of classic fast-food items like burgers, fries, and chicken.
Navigating Challenges and Learning from Past Failures
Dairy Queen's entry into France follows a series of previous attempts to penetrate the European market, which included closures in Italy, Slovenia, and Poland. Boudet acknowledges these setbacks as learning experiences that have informed the brand's current strategy. He expressed optimism about the potential for success in France, citing the thriving fast-food landscape exemplified by established brands like McDonald's and Burger King.
As part of its strategy, Dairy Queen plans to collaborate with its French franchise partner to develop a menu tailored to local tastes, highlighting the importance of cultural adaptation in the fast-food industry. With the growing appetite for American fast-food chains in France, exemplified by the successful entries of Five Guys and Popeye's, DQ is poised to carve out its niche in this competitive market.
