Dairy Queen Scoops Out Niche with New Grill Concept

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Minneapolis--The 5,837-unit International Dairy QueenInc. is testing a new concept, DQ Grill & Chill, with expandedmenus and more restaurant-like décor. The 63-year-old brandhas invested $1.5 million in two test units in Chattanooga,Tennessee, one a conversion of an existing unit and the other a newstore, to broaden its appeal, increase profits and update itsimage.

The menu includes such trademark treats as the Blizzard andDilly Bar, but the food menu has been enhanced with items like agrilled turkey sandwich and a shrimp basket. Décor has beenupdated with new colors, signage and logo. -Nation'sRestaurant News

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