Four years after it debuted its DQ Grill & Chill concept, Dairy Queen has launched another new brand. The first DQ TreatWorks opened in July at Pittsburgh Mills mall in Tarentum, Pa.
Ann Stone, vice president of mall concepts and TreatWorks, says the concept evolved from a decision the company made several years ago to have both the Grill & Chill and treats-only concepts.
"The design of a lot of the treats-only units is just not compelling anymore," Stone says. "They don't reflect the fun; they're not contemporary enough."
DQ TreatWorks offers Dairy Queen's treats menu, as well as Orange Julius smoothies and drinks. It also features new menu items …
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