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Feature Article, December 2005
Frothy Phenomenon
Orange Julius continues its mall expansion alongside sister store, Dairy Queen.
Originally created by friends and partners Bill Hamlin and Julius Freed back in the 1920s, the frothy Orange Julius Original blended fruit drink is known to shoppers around the country. The Orange Julius store was first established as an orange juice stand in Los Angeles, but when Hamlin, a former chemistry student, suggested Freed jazz up the drink, the Orange Julius phenomenon began, with more and more customers shouting out, “Give me an Orange, Julius!”
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Orange Julius, a beloved fruit drink concept since the 1920s, is not just in malls anymore. It is expanding alongside its sister store, Dairy Queen. Orange Julius is a subsidiary of International Dairy Queen (IDQ).
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Since then, Orange Julius stores have been popping up in major malls around the country and internationally. And they've been around longer than most food court stores. In fact, Orange Julius was one of the first food stores to locate in shopping malls. In Roseburg, Oregon, at the Roseburg Valley Mall, the Orange Julius store has been in business since the mall first opened over 25 years ago. At the Fresno Fashion Mall in Fresno, California, the Orange Julius has also been around since the mall first opened in 1970. And the Orange Julius at the King of Prussia Mall in King of Prussia, Pennsylvania, is approaching its 30th year in business. In 1987, Orange Julius became a fully owned subsidiary of International Dairy Queen (IDQ), the world's largest distributors of frozen treats, hot food items and other drinks and treats. Currently, Orange Julius has more than 200 standalone stores and more than 225 combination Dairy Queen/Orange Julius locations in the U.S., plus additional locations in Canada and other international markets. (IDQ currently has more than 5,700 Dairy Queen stores around the world.)
One way Orange Julius will grow moving forward is through the new TreatWorks concept that combines Orange Julius and Dairy Queen into one treat-centered location that will take Orange Julius from a mall-only store out to the street. Orange Julius will also continue to open in new malls and existing malls across the nation.
“The name ‘Orange Julius' has become synonymous with malls over the years, and much of the brand's growth has been, and will continue to be, in malls,” says Lisa Willems Connelly, Orange Julius' marketing manager for mall brand development. “We've even had customer and media comment on the idea of ‘what a mall would be without Orange Julius.' Orange Julius is sure to be a mall icon for years to come.”
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Prototype for a standalone TreatWorks, a new concept that combines Dairy Queen and Orange Julius into one non-mall location.
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Orange Julius continues to expand into new malls such as the new Hanford Mall in Hanford, California, that opened this fall. Other new locations have opened in existing malls that do not currently have an Orange Julius. Some of those locations that have recently opened, or will soon open, include Walnut Creek, California; St. Louis; and Cherry Hill, New Jersey. In 2005, more than a dozen stores have been opened or redesigned.
Many Orange Julius locations have recently refreshed their looks with a new design concept that incorporates maple woodwork and colorful glass tiles. New menu boards and graphic designs have also been added. The typical store size in malls is 400 to 900 square feet. Given that Orange Julius treats are transportable, seating areas (such as in food courts or mall benches) are optional. New standalone locations under the TreatWorks concept will grow to 1,500 to 1,750 square feet and include indoor and some outdoor seating.
One of the companies' most recent openings was at the outdoor Broadway Plaza Mall in Walnut Creek, California. The specialty store, located between Nordstrom and Macy's, is owned and managed by local businessman James Wang and features the fresh design concept.
Like other Orange Julius/Dairy Queen stores, the Broadway Plaza location serves an assortment of Orange Julius products, including the Julius Premium Fruit Smoothies, freshly blended smoothies made with real fruit, fruit juice and frozen, non-fat vanilla yogurt or sherbet. In recent years, Orange Julius has expanded its offering to provide 18 varieties of premium, real-fruit smoothies such as Strawberry Sensation, Blueberry Burst and Tropical Tango. Additional menu items include the famous Julius Original blended fruit drinks, hot dogs and nachos. The store also serves a variety of Dairy Queen soft-serve items, including the famous Blizzard treats, MooLatté, frozen blended coffee drinks and other DQ soft-serve ice cream treats.
“Aside from its appeal to a large audience and the nostalgia and brand recognition associated with it, Orange Julius can also bring Dairy Queen, its sister brand, to the table, which makes for a great treat combination in one location,” notes Connelly.
— Susan H. Fishman
©2005 France Publications, Inc. Duplication or reproduction of this article not permitted without authorization from France Publications, Inc. For information on reprints of this article contact Barbara Sherer at (630) 554-6054.
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