History of Dairy Queen in Timeline

Dairy Queen (DQ) is an American multinational fast food chain established in 1940, with its headquarters in Bloomington, Minnesota. The first Dairy Queen location, owned by Sherb Noble, opened in Joliet, Illinois, on June 22, 1940. Dairy Queen is known for its diverse menu featuring hot food, fried items, and a variety of signature frozen dairy desserts, with product offerings varying depending on location.

1938: Soft-Serve Formula Developed

In 1938, John Fremont "J.F." McCullough and his son Alex developed the soft-serve formula that would become the foundation of Dairy Queen's success.

June 22, 1940: First Dairy Queen Opens

On June 22, 1940, the first Dairy Queen store, owned by Sherb Noble, opened in Joliet, Illinois, marking the beginning of the Dairy Queen franchise.

1940: Franchise System Begins

In 1940, Dairy Queen began using a franchise system to expand its operations.

1940: First Dairy Queen Store Opens

In 1940, Sherb Noble and the McCulloughs opened the first Dairy Queen store in Joliet, Illinois, based on the popularity of the soft-serve formula they had previously introduced.

1941: Ten Stores in Operation

By 1941, Dairy Queen had expanded to ten stores.

1947: Dairy Queen reaches 100 stores

By 1947, Dairy Queen had grown to 100 stores.

1950: Dairy Queen reaches 1,446 stores

By 1950, Dairy Queen had grown to 1,446 stores.

1950: Malts and Milkshakes Added to Menu

In 1950, Dairy Queen expanded its product offerings to include malts and milkshakes.

1951: Banana Splits Introduced

In 1951, Dairy Queen introduced banana splits to its menu.

1953: First Canadian Store Opens

In 1953, the first Dairy Queen store in Canada opened in Estevan, Saskatchewan, marking the expansion of the franchise into international markets.

1955: Dairy Queen reaches 2,600 stores

By 1955, Dairy Queen had grown to 2,600 stores.

1955: Dilly Bars Introduced

In 1955, Dilly Bars were introduced to the Dairy Queen franchise by Robert Litherland, co-owner of a store in Moorhead, Minnesota.

1957: Brazier Concept Originates

In 1957, the "Brazier" concept originated when Jim Cruikshank sought to develop a standardized food system and was inspired by an open charcoal grill he saw in a New York eatery.

1958: Brazier Menu Introduced

In 1958, Dairy Queen introduced a range of hamburgers and other cooked foods under the Brazier banner.

1961: "Little Miss Dairy Queen" Appears

In 1961, "Little Miss Dairy Queen" began appearing in Pennsylvania signage, featuring a Dutch bonnet, pinafore apron, and wooden shoes.

1961: Mr. Misty Slush Treats Introduced

In 1961, Dairy Queen introduced Mr. Misty slush treats, which were later renamed Misty Slush and then Arctic Rush, before reverting to Misty Slush as of 2017.

1962: Original Blizzard introduced

During the 1960s, Dairy Queen served conventional "thick" milkshakes called "Blizzards", which retailed for 50 cents in 1962.

1962: Buster Bar invented

In 1962, the Buster Bar, consisting of vanilla soft serve in the shape of a small cup with a layer of and covered with peanuts and chocolate, was invented by David Skjerven in Grafton, North Dakota.

1962: Company Becomes International Dairy Queen, Inc.

In 1962, the company officially became International Dairy Queen, Inc. (IDQ), serving as the parent company for American Dairy Queen Corporation and Dairy Queen Canada Inc.

1964: Jets, Curly Tops, Freezes Introduced

In 1964, Dairy Queen introduced Jets, Curly Tops, and Freezes to its menu.

1969: Peanut Buster Parfait

In 1969, Patsy Franks invented a Peanut Buster Parfait.

1971: Dennis the Menace Appears in Marketing

From 1971, Dennis the Menace appeared in Dairy Queen marketing campaigns.

1971: Peanut Buster Parfait Introduced

In 1971, the Peanut Buster Parfait, consisting of peanuts, hot fudge, and vanilla soft serve, was introduced by Forrest 'Frosty' Chapman in his St. Peter, Minnesota Franchise.

1979: "It's a real treat!" Slogan Used

From 1979 until 1981, Dairy Queen used the slogan "It's a real treat!".

1981: "It's a real treat!" Slogan Abandoned

From 1979 until 1981, Dairy Queen used the slogan "It's a real treat!".

1985: Blizzard Introduced

In 1985, Dairy Queen introduced the Blizzard, a soft-serve treat mechanically blended with mix-in ingredients, which quickly became a staple on the menu, selling over 100 million in its first year.

1987: IDQ Buys Orange Julius Chain

In 1987, International Dairy Queen, Inc. (IDQ) acquired the Orange Julius chain, expanding its portfolio of brands.

1990: Frozen Yogurt Introduced as Breeze

In 1990, Dairy Queen began offering frozen yogurt as a lower-calorie alternative to its soft serve, naming the product Breeze.

1990: Breeze Launched

In 1990, Dairy Queen launched the Breeze, a dessert similar to a Blizzard but made with non-fat, cholesterol-free yogurt.

1993: "Brazier" Name Phased Out

Since 1993, the "Brazier" name has been slowly phased out of signage and advertising, although it remains on some existing signage, especially in smaller towns and rural locations.

1995: Chicken Strip Basket Introduced

In 1995, the Chicken Strip Basket, consisting of chicken strips, Texas toast (in the US), fries, and cream gravy (in Canada), was introduced.

1998: IDQ Acquired by Berkshire Hathaway

In 1998, International Dairy Queen, Inc. (IDQ) was acquired by Berkshire Hathaway, marking a significant change in ownership.

2000: Breeze Pulled From Stores

In 2000, the Breeze, a dessert like a Blizzard but made with non-fat, cholesterol-free yogurt, was pulled from Dairy Queen stores.

December 2001: First DQ Grill & Chill Restaurants Open

In December 2001, the first two Dairy Queen Grill & Chill restaurants in the United States opened in Chattanooga, Tennessee, introducing a new concept for full-service restaurants.

2001: "DQ" Becomes Official Name

In 2001, "DQ" became the company's official name after being used interchangeably with the Dairy Queen name for many decades. The font remained the same as in the original signage introduced 60 years prior.

2001: Frozen Yogurt Phased Out

In 2001, Dairy Queen phased out the frozen yogurt option, known as Breeze, in all its stores due to a lack of demand.

December 2002: Dennis the Menace Dropped From Marketing

In December 2002, Dairy Queen dropped Dennis the Menace from its marketing campaigns.

2006: Large Mouth Advertising

From 2006 to July 2011, Dairy Queen advertising focused on a large mouth with its tongue licking its large lips, which morphs into the Dairy Queen logo.

2007: Symmetrical Logo Update

By the 1970s, the sides of the widely recognized red ellipse design were more closely matched, becoming symmetrical with the 2007 update.

2007: Walthers Cornerstone Releases DQ Model

In 2007, Wm. K. Walthers came out with a Walthers Cornerstone HO 1:87 Scale models of a Dairy Queen restaurant with the current logo. The models are officially licensed replicas.

2007: Modernized Signage and Logo Update

In early 2007, the company modernized its signage and logos, modifying the font and italicizing the letters. They also added arced lines: an orange one to represent its hot foods above and a blue one below to represent its soft serve products. This was the first overhaul of its logo in almost 70 years. Advertising industry observers noted that the new logo was an unneeded update of a known and trusted industry brand and that its new features were distracting.

July 26, 2010: Mini Blizzard Introduced

On July 26, 2010, Dairy Queen introduced a new "mini" size Blizzard, served in 6 oz. cups.

2010: Minnesota has most DQ restaurants per person

According to the 2010 census, Minnesota has the most Dairy Queen restaurants per person in the United States.

July 2011: Advertising Focused on Large Mouth Ended

In July 2011, Dairy Queen advertising focused on a large mouth with its tongue licking its large lips was ended. After that Grey New York produced spots featuring a dapper man, played by John Behlmann, sporting a mustache, performing crazy feats for Dairy Queen replacing it.

2011: Dairy Queen Seeks Injunction Against Yogubliz

In 2011, International Dairy Queen Inc. sought a preliminary injunction to prevent Yogubliz Inc from selling "Blizzberry" and "Blizz Frozen Yogurt", but the request was denied by U.S. District Judge R. Gary Klausner.

2011: "So Good It's RiDQulous" Slogan Introduced

In early 2011, Dairy Queen introduced the slogan "So Good It's RiDQulous," with Dairy Queen's current logo infused in the word "ridiculous."

2014: Over 6,400 stores worldwide

At the end of fiscal year 2014, Dairy Queen reported over 6,400 stores in more than 25 countries, with approximately 4,500 of them in the United States.

2014: Dairy Queen has over 6,400 stores

By the end of 2014, Dairy Queen had more than 6,400 stores in 27 countries, including over 1,400 outside the United States and Canada.

2015: Walthers Cornerstone Releases DQ Model

In 2015, Dairy Queen and model railroad company of Milwaukee, Wm. K. Walthers came out with a Walthers Cornerstone HO 1:87 Scale models of a Dairy Queen restaurant from the 1950s with the original logo. The models are officially licensed replicas.

2015: Salted Caramel Truffle Blizzard Released

In 2015, the Salted Caramel Truffle Blizzard was released during the Blizzard's 30th anniversary and Dairy Queen's 75th anniversary, but has since been removed from the menu.

May 2016: Dairy Queen Commits to Cage-Free Eggs

In May 2016, Dairy Queen committed to requiring suppliers in the United States and Canada to purchase eggs only from approved cage-free egg suppliers by 2025.

2016: DQ location converted

Around late 2016–2017, a former Dairy Queen Brazier location in Woodinville, Washington, was converted into a Grill & Chill store.

October 30, 2017: Vasari LLC Files for Bankruptcy

On October 30, 2017, Vasari LLC, a Dairy Queen operator, filed for bankruptcy and announced the closure of 29 DQ stores, including ten in the Texas Panhandle.

2017: DQ location converted

Around late 2016–2017, a former Dairy Queen Brazier location in Woodinville, Washington, was converted into a Grill & Chill store.

2017: Mr. Misty Renamed

In 2017, Mr. Misty slush treats are once again called Misty Slush.

2018: Smarties Blizzard Re-Added

In 2018, the Smarties Blizzard was re-added to the menu in Canada after being temporarily discontinued in 2015.

April 2019: "Happy Tastes Good" Slogan Adopted

As of April 2019, Dairy Queen uses the slogan "Happy Tastes Good."

2023: Spoon Statue Stolen and Recovered

In 2023, a large red spoon statue was stolen from the front of a Grill & Chill location in Phoenix, Arizona, but was recovered three days later and returned after being found on a baseball field next to a middle school.