The Dairy Queen® system is one of the most recognizable brands in the restaurant space, famously known for classic American food and tasty frozen desserts, like Blizzard® Treats.
Since the Dairy Queen® brand opened its first store in 1940, the brand has steadily grown to become one of the largest chains in the world. Today, there are more than 6,800 Dairy Queen® restaurants stretched across the United States, Canada, and more than 25 other countries.
Like other major chains, the Dairy Queen® brand’s footprint consists mostly of independently owned and operated franchises, placing critical emphasis on the importance of quality and consistency.
John Scheid, American Dairy Queen® (ADQ) Corporation’s Director of Concept Support Services, understands the inherent challenges of monitoring a network of independent franchises. Scheid sought out an execution management solution to provide deeper insight into store operations and brand compliance.
With GoSpotCheck, the Dairy Queen® system reduced time spent collecting and submitting photos and data to corporate by 80%.*
As with any restaurant, there is the chance that the customer experience will vary from store to store. An unreliable customer experience reflects poorly on the Dairy Queen®brand, so it was of utmost importance that field teams routinely reviewed store processes and checked that promotional materials met brand guidelines.
As Scheid explained, any deviation from product standards could result in a poor customer experience, necessitating consistency across all stores regardless of location.
Before implementing GoSpotCheck, ADQ’s data collection was unstructured. The flexibility of this approach – and lack of a mobile solution – prevented brand stakeholders from achieving a more comprehensive understanding of franchise trends.
Similarly, another pain point affecting field operations was the use of pen and paper to document store conditions and processes. Handwritten reports inevitably slow down reporting and delay the retrieval of valuable insights.
It’s important to dig into the flow of how product moves through our restaurants and what systems are in place to make sure that we are offering the same product experience from one location on one side of the country to another location on the other side of the country.”
—John Scheid, ADQ Director of Concept Support Services
Since implementing GoSpotCheck, Dairy Queen can access valuable store data from any location, providing quantitative evidence to address execution gaps and improve franchise performance.
“[GoSpotCheck] helped us understand where our opportunities are,” said Scheid. “In some cases, it’s reinforcing with numbers and facts — the sort of knowledge that we hold as being intuitive. With opportunities that we already have some understanding of from other sources, it has helped pinpoint how common those opportunities are.”
One of the benefits of moving beyond ADQ’s old reporting structure is that the company leadership now has a much better sense of when and where issues arise. As such, teams can prioritize execution gaps that are common across the entire franchise chain.
I can tell you that our field team loves it. I used to walk around and take notes with a notepad, put my notes in another format before distributing them, attach pictures to the notes... and everything else. Now it’s all in just one place.”