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Mission and Vision Statement Paper

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Mission, Vision, and Values Paper

Kari L Page

University of Phoenix


August 6, 2007

Goutam Sinha

Mission, Vision, and Values Paper

The Dairy Queen system's recipe for success has been simple for more than 60 years. It's been a combination of hard-working people who own and operate restaurants and great-tasting food and tempting treats served in our establishments. The founders of the Dairy Queen system were men and women who introduced a new kind of dessert treat and, in the process, developed the foundation of the franchising industry. The history of the Dairy Queen system is a story of a unique product that created an industry (Dairy Queen, 2007).

"Our phenomenal story began with a 10 cent sale of a then unnamed product on August 4, 1938, in Kankakee, Illinois. A father and son in the mix plant business in Green River, Illinois, had been experimenting with a soft frozen dairy product for some time. They contacted Sherb Noble, a good friend and customer, who agreed to run the "all you can eat" trial sale at his walk-in ice cream store. Within two hours, he dished out more than 1,600 servings of the new dessert. Back then, food franchising was all but unheard of, but the new product's potential made it a natural for such a system. When the United States entered World War II in December 1941, there were less than 10 Dairy Queen stores. However shortly after the war, the system took off at a pace virtually unrivaled before or since. With only 100 stores in 1947, it grew to 1,446 in 1950 and then to 2,600 in 1955. Today, the Dairy Queen system is one of the largest fast food systems in the world with more than 5,900 restaurants in the United States, Canada and 20 foreign countries" (Dairy Queen, 2007).

Although much has changed in the world and in the Dairy Queen system through the years, one constant has remained: Dairy Queen stores are still, and always have been, the place to find Little League teams celebrating a victory, business people on their lunch break and families taking time out to enjoy great food and soft serve treats. And, the recipe for success for the Dairy Queen system is as simple today as it was in 1940. Satisfied customers lead to successful restaurants. Each owner of our independently owned and operated establishments worldwide is committed to nothing less than the slogan "We Treat You Right" (Dairy Queen). I know I am one of the owners in real life.

Our individually owned Dairy Queen was built 11 years ago by a married couple. They started the business and ran it successfully for a season. However, due to due to their military transfers, my business partner was able to purchase the Surf City Dairy Queen 10 years ago in 1997. I did not invest into the business until 2000. This has been an adventure that has taught me that I had bought into more than just free treats and great returns.

Vision, Mission, and Values

Prior to this strategic management analysis, the Surf City Dairy Queen's vision had not been defined directly. It operated with an indirect vision in mind. However, the newly adopted Surf City Dairy Queen vision is to "maintain a clean, family-focused ice-cream shop providing superior products at a fair



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