International Dairy Queen and CFB Group announce the opening of the first DQ restaurant in China offering hot food and treats. [Photo provided to chinadaily.com.cn]

With the distinct Worcestershire Flavored Shanghai Burger specially added to the menu, the very first DQ Blizzard & Burgers Restaurant in China, a joint venture between International Dairy Queen, Inc (IDQ) and CFB Group, announced its opening in Shanghai on July 10, marking the brand's expansion into the Asian hot food market and underscoring the strong confidence foreign enterprises have for vibrant Shanghai market.

This newly opened DQ restaurant in Shanghai features a menu that contains five signature burgers, alongside chicken, fries and onion rings, beverages, and a comprehensive selection of DQ treats including the iconic DQ Blizzard Treat.

"We want to make sure that Chinese consumers like all of our products, so the sauce and the products today have been tested with consumers right here in Shanghai," said Troy Bader, president and CEO of IDQ. Distinguished from its counterparts in the United States, Canada and Middle East, the Shanghai branch introduces innovative adaptations to suit the local market with a Shanghai style Worcestershire Flavored Angus burger, a novel addition designed to captivate the palates of Chinese gourmands.

"Customed change and innovation, high quality and convenience have been considered in this restaurant," introduced Bader. Apart from food, the whole design of the restaurant has been adapted to Chinese consumers, from the silver metallic decoration with symbolic inverted icons, to the digital ordering and delivery mode of food.

Since entering in 1992, DQ has more than 1,500 dessert restaurants in China, and this number is soaring up with great potential.

Representing the growing Chinese market, the global metropolis of Shanghai was believed to be the right location for the first DQ Blizzard & Burgers Restaurant by Nicolas Boudet, the chief operating officer of IDQ, whose opening-up marks the milestone for the growth and evolution of IDQ in China, especially in Shanghai, as the complement to existing services.

Two more Blizzard & Burgers Restaurants will be introduced in China in September with ambitions to launch 180 more across China by 2034.