Dairy Queen is giving cash to franchisees that open new locations

Want to open a Dairy Queen? The brand will give you cash.

The Minneapolis-based treat chain said on Wednesday announced a new incentive program, giving franchisees who open one of the brand’s Grill & Chill fast-food units a $150,000, lump-sum payment, provided they open the location on time.

Each subsequent freestanding restaurant they open within 18 months of the first unit will yield a bigger, $200,000 cash incentive. The program applies to franchise agreements approved in the U.S. and Canada.

“This initiative is designed to support franchisees who are ready to grow with the brand and have a solid development strategy in place,” Gregg Benvenuto, VP, franchise development in the U.S. and Canada, said in a statement.

Dairy Queen is one of a number of chains that have started offering incentives to encourage franchisees to open new units, including some, such as Firehouse Subs, offering direct cash.

Dairy Queen’s is more generous than many others, though the initial investment on a Grill & Chill location ranges from $1.5 million to $2.6 million, according to the company’s franchise website.

The fast-food chain has been shifting away from its more traditional, treats-only locations toward full-fledged fast-food restaurants. That can be seen in the numbers: Average-unit volumes increased 4.5% to $1.2 million. But the chain closed more than 2% of its U.S. locations and finished 2025 with just over 4,100 restaurants, according to Technomic Ignite data.