Dairy Queen
The familiar building sitting on the corner of E. Hazelwood and Lawrence Street has been owned by a member of Ellie Dellaportas’s extended family since it was built in 1952. The Dairy Queen franchise was purchased during the prosperous period of growth after WWII, as a promising investment to provide a secure and comfortable living for the family. Sitting across from the Rahway River, it has served as a recognizable landmark welcoming people to the city of Rahway ever since.
Ellie’s husband Dino purchased the business from an uncle in 2001, so she had a little more control over her schedule while their children were young. Gradually they updated the equipment and improved the lay out of the work space. Ellie focused on ways to increase business by modernizing many of the old business practices. She extended the operating hours and learned that by building strong relationships with the staff the business operated more efficiently and contributed to the overall success. One original characteristic of the business she intends to keep is the building façade. She acknowledges how the building holds a certain nostalgia that represents a simpler time in a rapidly changing world.
A franchise essentially faces the same challenges as any small business. For Ellie, working from an established blueprint was an advantage after she became widowed. The structure offered a measure of security; providing excellent marketing exposure and the advantage of a nationally recognized brand. Despite the parameters set by corporate agreements, there is some flexibility within the guidelines to adjust for geographical location and local demand.
Dairy Queen typically hires 15-20 part-time employees each season, mostly students who work 10-15 hours a week. She has strong ethical boundaries and feels a responsibility towards her employees. Experience has confirmed that by applying a firm yet adaptable management style she is able to build a dependable hard working seasonal staff. She tracks the demographics to see where customers come from and has found that about 51% are Rahway residents, with some regulars who come from Brooklyn and Staten Island. Surrounding towns make up the rest of those visiting the ice cream stand.
As a seasonal business the Dairy Queen faces obstacles that can affect the bottom line such as bad weather, noting that sales are down during rainy days. The traffic pattern around the intersection has evolved over the years which can block access in one direction while some drivers cut through the parking lot from the other side, creating a safety hazard as well as some expensive repairs. She’d prefer to invest in the landscape, adding greenery, flowers and shaded tables, but until she can resolve the parking lot problem she is holding off on further investments to the landscape. Despite this, having shared such a long history in the community she is excited to witness the improvements happening downtown and thinks Rahway is doing a phenomenal job attracting new businesses and reinvigorating the heart of the city.