The Dairy Queen® Brand Introduces MultiTRA as a Bold New Path for Franchisee Growth

As American Dairy Queen Corporation (ADQ) continues its legacy of expansion and innovation, a new opportunity is opening the door for ambitious franchise operators across the U.S. — the Multi Trade Area Reservation Agreement, or MultiTRA. This exciting program is designed to help both new and existing franchisees scale their DQ Grill & Chill® footprint with more confidence, clarity, and control.

The legacy brand’s MultiTRA is a growth-focused agreement that allows qualified franchisees to reserve and develop multiple trade areas, ensuring priority access to valuable growth areas across the country. High-potential markets coast-to-coast are ready for development and with the MultiTRA, they’re now more accessible than ever.

“The MultiTRA is a great opportunity for multi-unit operators to lock in priority access to scale their growth in prime markets,” said Gregg Benvenuto, Vice President of Franchise Development, U.S. & Canada.

Whether joining the DQ® system for the first time or expanding an existing portfolio, the MultiTRA offers several compelling advantages:

• Exclusive Trade Area Reservations: Franchisees gain assurance that their reserved trade areas are protected from competition within the brand.
• Flexibility Built In: If changes are needed, trade area substitutions can be considered, adding agility to a franchisee’s growth strategy.
• Structured Development Plans: Franchisees commit to opening a specific number of restaurants in designated trade areas, guided by a clear, supportive schedule.
• Access to Enhanced Incentives: Locations developed in certain designated market areas (DMAs) qualify for special incentives, including:

• Fresno, CA
• Sacramento, CA
• Tulsa, OK
• Greenville, SC
• Greensboro, NC
• Syracuse, NY
• Baltimore, MD

Success in multi-unit franchising requires more than just a strong brand, it demands a reliable framework. With the MultiTRA, ADQ provides a comprehensive roadmap, from initial training and leadership development to operating expectations and support systems. This structure ensures franchisees can grow in a smart, sustainable way.

Whether you're looking to enter a new region or deepen the Dairy Queen brand’s presence in a known market, the MultiTRA offers the tools, trade area, and trust needed to go further, faster.

Qualified candidates are encouraged to connect with the DQ franchise development team to explore available trade areas, learn more about the incentive programs, and discuss how the MultiTRA can align with their growth goals.

International Dairy Queen, Inc., headquartered in Minneapolis, Minnesota, is the parent company of American Dairy Queen Corporation and Dairy Queen Canada, Inc. Through its subsidiaries, IDQ develops, licenses and services a system of more than 7,700 DQ restaurants in more than 20 countries.

To learn more about the brand or the MultiTRA opportunity, visit dairyqueenfranchising.com

SPONSORED BY:
Dairy Queen
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