The Lac La Biche market is a hot draw for a corporate brand known for its cold food.
Tony Watters, the director of franchise development for Dairy Queen contacted the POST last week, looking for some hard targets to expand their soft serve ice cream empire.
“We’ve got a site, what we are looking for is a franchisee,” said Watters who has visited the community half a dozen times in the last two years from his home-base in the Toronto area. “It’s a beautiful area ... where we know a smaller community will embrace our brand.”
Despite what many still consider to be an economic slow down in the region, Watters says he sees a lot of potential and growth — especially in the summer tourism market.
“You’ve got an existing base, and the population swells in the summer time when the boaters and fishermen are there,” he said.
A Lac La Biche location also makes sense when the DQ map of northern Alberta locations is rolled out.
“We have stores in Bonnyville and Cold Lake ... St. Paul will happen later this year, and Athabasca is being looked at a well,” he said.
Watters said demographics and population base are important factors in determining the next Dairy Queen location — number 655 across Canada since the first Canadian location opened in 1953 —- but smart investors are also something he sees in many smaller communities. Watters said many small businesses have shown tremendous growth in the area over the years, and that kind of business sense is what makes the region attractive to franchise scouts like him.
“We are hoping we find somebody local to marry up to our brand,” he said, explaining that the larger metropolitan areas may seem to be more attractive for franchisees, but the local markets can have even more brand loyalty from customers.
Site near hotels
Watters said the current location for the DQ, which will be a stand-alone Grill & Chill operation, is planned for a new building construction behind the Canalta Hotel near the Truck Route. He underlined that the store will definitely be participating in all marketing plans, unlike some other franchise brands that offer small market locations that do not participate in larger sale events.
The process- from the approval of a franchisee to store opening can take up to 18 months.
Watters didn’t discuss financial requirements for potential franchise owners, but the Dairy Queen website does request show franchise fees of $45,000, an investment range from $779,675 – $1,729,160, as well as requirement for liquid capital of $400,000 and a net worth of $750,000.
Watters says anyone interested in the idea can contact the franchise deparment directly through the DQ website at www.dairyqueen.com.
