Background
Though best known for soft-serve and Blizzards, Dairy Queen (DQ) has long been a contender in the burger market with its “Grill & Chill” format. One standout example of franchisee success is Troy and Kim Manske, who began their Dairy Queen journey in the Midwest in the early 2000s. Starting with just one location, they eventually grew into a multi-unit franchise group operating over a dozen stores across Minnesota and Wisconsin.
The Challenges
- Competing with Burger Giants: McDonald’s, Burger King, and Wendy’s dominated many of their markets.
- Seasonality of Sales: DQ’s strong ice cream focus meant revenue peaks in summer and slower winters.
- Managing Growth: Scaling from one store to multiple units required new systems for staffing, training, and quality control.
The Strategies
1. Leveraging the Grill & Chill Concept
The Manskes embraced Dairy Queen’s Grill & Chill model, expanding beyond frozen treats into a burger-and-meal-based QSR format. This diversified revenue streams and made their restaurants year-round destinations.
2. Focus on Community Engagement
They sponsored local youth sports, school fundraisers, and charity events. This grassroots strategy positioned their DQ outlets as community hubs rather than just fast-food stops.
3. Operational Excellence
As they expanded, the Manskes developed training systems, multi-unit managers, and standardized processes to ensure consistency across all locations.
4. Smart Location Expansion
Instead of expanding too quickly, they focused on carefully selected suburban and small-town markets where Dairy Queen’s brand recognition was already strong.
The Results
- Expanded from one unit to more than twelve locations in less than two decades.
- Became some of the highest-volume Dairy Queen franchisees in the Midwest.
- Established a reputation for operational excellence and community involvement, making their units outperform system averages.
- Created a family-run franchise empire that became a model for other DQ operators.
Key Lessons for Franchise Investors
| Strategy | Takeaway |
|---|---|
| Adapt the Brand Model | Using Grill & Chill helped overcome seasonality. |
| Engage Locally | Community ties build loyalty beyond product offerings. |
| Scale with Systems | Multi-unit growth requires training structures and middle management. |
| Grow Steadily, Not Fast | Strategic site selection beats rapid expansion. |
Why It Matters
The Manskes’ story shows how a burger-focused franchise within a broader QSR brand (Dairy Queen) can thrive by adapting the model, engaging communities, and scaling smartly. It’s proof that burger franchise success isn’t limited to burger-only brands—hybrid models can deliver powerful results too.
How BurgerFranchiseMaster.com Helps You
At BurgerFranchiseMaster.com, powered by Star Brands Consulting Group, we highlight real franchisee journeys like the Manskes’ to guide aspiring investors.
We provide:
- Brand Discovery – Helping you identify burger and hybrid brands with strong growth models.
- Multi-Unit Growth Planning – Creating strategies for scaling from one to many outlets.
- Operational Coaching – Building the systems that sustain long-term consistency.
- Market Entry Support – Ensuring you choose profitable, brand-aligned locations.
If you want to follow the path of successful operators like the Manskes, BurgerFranchiseMaster.com is your partner in building a thriving burger franchise business.
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