While McDonalds’ entry into the Vietnamese market has been getting a ton of press, another American fast food chain just made its Vietnam debut – Dairy Queen.
After opening their first Saigon location at 346 Hai Bà Trưng last week, the fast food/ice cream parlor currently has stores in 26 countries.
The chain, which hopes to open 60 shops in Vietnam over the next five years, signed a multi-unit deal with QSR Vietnam Trading One Member Company Limited.
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The Dairy Queen franchise has more than 6,400 locations, 1,285 of which are located outside of North America.
Offering much more variation in their stores compared to the fast food big boys, it looks like the company is taking a hyperlocal strategy when constructing their menus, according to Mark Reilly, Managing Editor of the Minneapolis / St. Paul Business Journal:
”So what works for Dairy Queen in international markets? Largely the same strategy as at home: Finding a good franchise partner, picking a good location and being savvy enough to market to local tastes — Dairy Queen's Asian stores include flavors like red bean or almond ice cream.”
Red bean ice cream? We’re in.
[QSR Web // Photo via JD Hancock]
