The science of sweetness is taken seriously at Dairy Queen, where research teams in white coats toil behind locked doors in search of a successor to the wildly popular Blizzard or Dilly Bar.
Stepping into a frozen version of Willy Wonka's factory, DQ's chief branding officer, Michael Keller, said the foundation of the fast-food chain – its soft-serve ice cream – is one of its most carefully-guarded secrets.
Dairy Queen Keeps Sweet Secrets Under Lock and Key: Secrets of America's Favorite Restaurants - ABC News
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