Dairy Queen on Friday announced an average growth of 4 per cent year-on-year over the past five years along with its plan to spend Bt100 million on marketing in 2019.
The company said in a press release that it banks on three key pillars: strategic partners for sales channel advantage, strategic locations to reach target consumers, and customer satisfaction by means of product variety and increased emphasis on online marketing.
Nakarintr Thamhatai, general manager at Minor DQ Limited, said: "Dairy Queen's sales in Thailand have grown consistently over the past five years, thanks to two key growth factors.
"Firstly, consumers' dining behaviours have changed more towards snacks and desserts whereas the country's tropical climate makes ice cream a top treat of the people. Secondly, the growth can be attributed to our clearly-defined strategy that corresponds with the market."
Focusing on continuous increase of Dairy Queen stores, the strategy builds on three pillars: strategic partnerships with retail business groups and franchisees, strategic locations, and customer satisfaction, including capitalising on our brand strengths in terms of variety and innovation offered through quality dairy products, Nakarintr added.