History of Dairy Queen in Timeline
International Dairy Queen, Inc. (DQ) is an American fast food chain founded in 1940. Headquartered in Bloomington, Minnesota, DQ is known for its soft-serve ice cream and various frozen desserts, as well as a menu of hot and fried food items. The first location opened in Joliet, Illinois, offering a unique fast-food experience that quickly gained popularity.
1938: Soft-Serve Formula Invented
John Fremont "J.F." McCullough and his son, Alex, developed the innovative soft-serve formula in 1938.
June 22, 1940: First Dairy Queen Opens
On June 22, 1940, the first Dairy Queen, owned and operated by Sherb Noble, opened its doors in Joliet, Illinois.
1940: Franchise System for Expansion
Dairy Queen adopted a franchise system in 1940 to broaden its operations and reach a wider customer base.
1940: First Dairy Queen Store Opens
Following the success of their soft-serve formula, Noble and the McCulloughs opened the first Dairy Queen store in Joliet, Illinois, in 1940.
1941: First Ten Stores Established
A year after launching the franchise system, Dairy Queen had established its first ten stores, marking the beginning of its expansion.
1947: Rapid Growth to 100 Stores
By 1947, Dairy Queen's franchise model fueled significant growth, resulting in a total of 100 stores.
1950: Malts and Milkshakes Introduced
Dairy Queen expanded its menu in 1950 to include malts and milkshakes, offering customers more choices and capitalizing on the popularity of these classic treats.
1950: Expansion Continues with 1,446 Stores
Dairy Queen's expansion continued to gain momentum, reaching a milestone of 1,446 stores by 1950.
1951: Banana Splits Join the Menu
In 1951, Dairy Queen added banana splits to its menu, further expanding its dessert offerings and providing customers with a classic ice cream parlor treat.
1953: First Canadian Store Opens
Expanding beyond the U.S., Dairy Queen opened its first Canadian store in Estevan, Saskatchewan, in 1953.
1955: Dilly Bars Debut
The iconic Dilly Bar was introduced in 1955 thanks to Robert Litherland, a franchisee in Moorhead, Minnesota. The frozen treat quickly became a customer favorite.
1955: Reaching 2,600 Stores
The year 1955 marked another significant milestone for Dairy Queen as the number of stores surged to 2,600.
1957: Origin of the "Brazier" Name
The name "Brazier" emerged in 1957 when franchisee Jim Cruikshank sought to standardize the food offerings and drew inspiration from an open charcoal grill (a brazier) in a New York restaurant.
1958: Brazier Menu Expands with Hamburgers and Cooked Foods
Dairy Queen broadened its menu in 1958 under the Brazier banner, introducing a range of hamburgers and other cooked foods, marking a significant step towards becoming a fast-food restaurant.
1961: Mr. Misty Slush Treats Debut
Dairy Queen launched Mr. Misty slush treats in 1961, later renaming them Misty Slush and then Arctic Rush before returning to the name Misty Slush in 2017.
1961: "Little Miss Dairy Queen" Appears
The character "Little Miss Dairy Queen" was introduced in 1961, appearing on signage primarily in Pennsylvania. Her attire, featuring a Dutch bonnet resembling the Dairy Queen logo, a pinafore apron, and wooden shoes, aimed to create a brand mascot.
1962: "Blizzards" Introduced
In 1962, Dairy Queen launched its "Blizzards," thick milkshakes initially offered in vanilla, chocolate, and strawberry flavors. They were priced at 50 cents, a premium at the time, and featured the now-iconic upside-down flip when served.
1962: International Dairy Queen, Inc. Established
In 1962, the company underwent a significant change, becoming International Dairy Queen, Inc. (IDQ), signifying its global presence.
1962: Buster Bar Invented
The Buster Bar, a delightful combination of vanilla soft serve, peanuts, and chocolate, was invented by David Skjerven in Grafton, North Dakota, in 1962.
1964: New Treats: Jets, Curly Tops, and Freezes
Dairy Queen continued to innovate its dessert offerings in 1964, introducing Jets, Curly Tops, and Freezes, expanding choices for customers seeking frozen treats.
1969: Peanut Buster Parfait Invented
Patsy Franks is credited with inventing the beloved Peanut Buster Parfait in 1969, a layered dessert that continues to be a popular choice at Dairy Queen.
1971: Dennis the Menace Joins Dairy Queen Marketing
Dairy Queen partnered with the popular comic strip character Dennis the Menace in 1971, integrating him into their marketing efforts to appeal to children.
1971: Peanut Buster Parfait Introduced
Forrest 'Frosty' Chapman, a franchisee in St. Peter, Minnesota, introduced the Peanut Buster Parfait in 1971, a layered dessert featuring peanuts, hot fudge, and vanilla soft serve.
1979: "It's a Real Treat!" Slogan Used
Dairy Queen used the slogan "It's a real treat!" from 1979 to 1981, emphasizing the enjoyable experience of their products.
1981: "It's a Real Treat!" Slogan Phased Out
After a brief run, Dairy Queen retired its slogan "It's a real treat!" in 1981, marking a transition in its marketing approach.
1985: Blizzard Introduced, Becomes a Menu Staple
The Blizzard, a revolutionary dessert consisting of soft-serve mechanically blended with mix-in ingredients like cookies, candies, and sundae toppings, was introduced in 1985 and quickly became a flagship item on the Dairy Queen menu.
1987: Orange Julius Acquisition
IDQ made a strategic move in 1987 by acquiring the Orange Julius chain, further diversifying its portfolio.
1990: Frozen Yogurt "Breeze" Debuts
Dairy Queen introduced a frozen yogurt option called "Breeze" in 1990 as a lower-calorie alternative to its soft-serve ice cream. The frozen yogurt contained 25 calories per ounce compared to the regular soft serve's 35 calories.
1990: The Breeze: A Non-Fat Frozen Yogurt Treat
In 1990, Dairy Queen launched "The Breeze," a frozen yogurt dessert similar to the Blizzard but made with non-fat, cholesterol-free yogurt, catering to the growing health-conscious consumer base.
1993: Gradual Phase-Out of "Brazier"
Starting in 1993, Dairy Queen initiated a gradual phase-out of the "Brazier" name from its signage and advertising, though it remained on some older locations, particularly in smaller towns and rural areas.
1995: Chicken Strip Basket Introduced
Dairy Queen expanded its savory menu options in 1995 with the introduction of the Chicken Strip Basket, a meal featuring chicken strips, fries, and cream gravy (or Texas toast in the U.S.).
1998: Berkshire Hathaway Acquisition
In 1998, Berkshire Hathaway, led by Warren Buffett, acquired IDQ.
2000: The Breeze Discontinued
Despite its initial popularity, "The Breeze" was pulled from Dairy Queen's menu in 2000, possibly due to changing consumer preferences or sales performance.
December 2001: First DQ Grill and Chill Restaurants Open
Chattanooga, Tennessee welcomed the first two Dairy Queen Grill and Chill restaurants in the United States in December 2001, marking a shift towards a more contemporary dining experience.
2001: "DQ" Becomes Official Name
Although used interchangeably with "Dairy Queen" for many years, "DQ" was officially adopted as the company's name in 2001. This change reflected a move towards a shorter, more modern brand identity.
2001: Frozen Yogurt "Breeze" Discontinued
Despite its introduction in 1990, Dairy Queen decided to phase out its frozen yogurt option, "Breeze," in 2001 due to insufficient customer demand.
December 2002: Dennis the Menace Retired from Marketing
After featuring Dennis the Menace in its marketing for several decades, Dairy Queen retired the character in December 2002. They felt that he no longer resonated with contemporary children.
2006: Licking Mouth Campaign Begins
Dairy Queen launched an advertising campaign in 2006 centered around a large mouth with its tongue licking its lips. The animation would then transform into the Dairy Queen logo.
2007: Logo Modernized with New Features
Dairy Queen undertook a significant rebranding effort in 2007, overhauling its logo for the first time in nearly 70 years. The updated logo featured a modified font, italicized letters, and the addition of orange and blue arcs to represent hot food and ice cream offerings, respectively.
2007: Logo Redesigned for Symmetry
Dairy Queen's iconic red ellipse logo underwent a design refresh in 2007, enhancing its symmetry and aligning both sides more closely. This update aimed to modernize the visual identity while maintaining brand recognition.
2007: HO Scale Model Represents Contemporary Design
One of the HO scale model Dairy Queen restaurants released in 2015 showcased the company's contemporary restaurant design as of 2007, including the updated logo.
July 26, 2010: Mini Blizzards Introduced
On July 26, 2010, Dairy Queen responded to customer demand for a smaller portion by introducing the "mini" Blizzard, served in 6 oz. cups.
2010: Texas and Minnesota Lead in Dairy Queen Presence
Based on the 2010 census, Texas had the most Dairy Queen restaurants, while Minnesota boasted the highest number of Dairy Queen restaurants per capita.
July 2011: Outlandish Ad Campaign Launched
Dairy Queen, under the creative direction of Grey New York, debuted a series of unconventional advertisements in July 2011. The campaign featured a dapper, mustachioed man performing absurd feats after announcing menu items.
2011: "So Good It's RiDQulous" Slogan Debuts
Dairy Queen launched its "So Good It's RiDQulous" slogan in early 2011. The slogan incorporated the company's logo into the word "ridiculous."
2011: Trademark Dispute with Yogubliz Inc.
Dairy Queen filed a lawsuit in 2011 against Yogubliz Inc., a California-based frozen yogurt chain, over their use of the names "Blizzberry" and "Blizz Frozen Yogurt." Dairy Queen argued that these names were too similar to their trademark "Blizzard" and could confuse customers. However, the court ruled against Dairy Queen's request for a preliminary injunction.
2014: Expanding Global Footprint
By the close of 2014, Dairy Queen had a footprint of over 6,400 stores in 27 countries, with a significant presence outside of the U.S. and Canada, surpassing 1,400 stores.
2014: Over 6,400 Stores Worldwide
By the end of the fiscal year 2014, Dairy Queen had expanded its global presence to over 6,400 stores across 25 countries.
2015: HO Scale Model Restaurants Released
In 2015, Dairy Queen collaborated with model railroad company Wm. K. Walthers to introduce HO scale models of their restaurants. The replicas depicted both a 1950s restaurant with the original logo and a 2007 version reflecting the current logo.
2015: Salted Caramel Truffle Blizzard Debuts and Smarties Blizzard Discontinued
To celebrate the Blizzard's 30th anniversary and Dairy Queen's 75th anniversary, the Salted Caramel Truffle Blizzard was launched in 2015. However, the Smarties Blizzard was temporarily removed from the menu in Canada.
May 2016: Commitment to Cage-Free Eggs
In May 2016, Dairy Queen announced its commitment to sourcing 100% cage-free eggs from its suppliers in the United States and Canada by 2025. The company aimed to transition a significant portion of its egg-containing ingredients and products to cage-free alternatives by that deadline.
2016: "Hot Eats, Cool Treats" Slogan Phase-Out
Around late 2016, Dairy Queen began gradually phasing out its "Hot Eats, Cool Treats" slogan, which was prominently displayed on some stores built in the 1990s.
October 30, 2017: Vasari LLC Bankruptcy and Closures
On October 30, 2017, Vasari LLC, a significant Dairy Queen operator, filed for bankruptcy, leading to the closure of 29 DQ stores.
2017: Misty Slush Returns
As of 2017, Dairy Queen officially reverted to calling their slush treats "Misty Slush," as seen on their website, dairyqueen.com.
2017: "Hot Eats, Cool Treats" Slogan Phase-Out
The phase-out of the "Hot Eats, Cool Treats" slogan continued into 2017, with many older locations being remodeled or renovated to reflect the brand's updated image.
2018: Smarties Blizzard Returns
Due to popular demand, the Smarties Blizzard was reintroduced to the Canadian menu in 2018, much to the delight of its fans.
April 2019: "Happy Tastes Good" Slogan Introduced
Dairy Queen adopted "Happy Tastes Good" as its new slogan in April 2019, marking a shift in its branding and messaging.
2023: Red Spoon Statue Stolen and Recovered
In a bizarre incident in 2023, a Grill & Chill location in Phoenix, Arizona experienced the theft of its iconic large red spoon statue. Fortunately, the spoon was found abandoned on a nearby middle school's baseball field three days later and returned to the restaurant.
2025: Cage-Free Egg Sourcing Deadline
Dairy Queen's commitment to sourcing only cage-free eggs from its suppliers in the United States and Canada is set to be fully implemented by 2025.