Dairy Queen: King of Soft Serve

Ice cream has been around and enjoyed for centuries, but the soft serve concept wasn’t developed until 1938 by Iowa-born John Fremont McCullough and his son Alex. Together they convinced a friend, Sherb Noble, to offer the innovative product at his ice cream parlor in Kankakee, Illinois, a small town south of Chicago. On the first day of sales, to everyone’s surprise, Noble served more than 1,600 servings of the new dessert in two hours. (Looks like it was a success.) Knowing they were onto something big, Noble and the McCulloughs opened the first Dairy Queen store two years later in Joliet, Illinois, putting Mr. Noble in the lead (who better) than it opened for business on June 22, the time perfect for the long hot summer. Although this original site hasn’t been in operation since the 1950s, the building still stands as a designated landmark, reminiscent of simpler times for the Boomers who pass by.

For decades, Dairy Queens were and are a fixture of small-town social life in the Midwest and South, and in the 1970s, keeping pace with the times (and competition), most of the DQs added fast food, including hot dogs, hamburgers and fries. , referring to their newer menu items as “Brazier”. Although some stores are only open in the summer, most are open year-round. After all, why stick to frozen treats only seasonally unless you live in North Dakota? The largest store is located in Bloomington, IL, home to a state university. The most attended honors go to Prince Edward Island, Canada (go figure). In 2014, Dairy Queen registered more than 6,400 stores in more than 25 countries (75% of which are in the US). For decades, the old adage boasted that every city in Texas had a DQ. While this is no longer literally true as America’s small towns shrink, the greatest concentration is still in the Lone Star State.

All DQ’s now carry the Orange Julius drink, a brand they acquired in 1987, and many stores can be found in food courts and malls across the country. DQ actually has two official fan clubs: Blizzard and Orange Julius. Blizzard fans – over 4 million – take their choices seriously, with a variety of ingredients and mix-ins available. DQ also offers specialty ice cream cakes, along with its traditional selection of soft treats, cone toppings, and toppings.

Across the country, many one-unit mom-and-pop stands have taken notice and opened on Memorial Day to cater to local children, with walk-in stalls often calling themselves “frozen puddings.” No one cared what the name was, it meant creamy vanilla and chocolate cones and cups, maybe a few picnic tables to stay at and an after dinner dessert a short drive from home. Local kids looked forward to their short but sweet hours, which sadly closed after Labor Day. Simple names like Al’s, Bert’s, or Tastee Treat began to appear on busy corners and kids rode their bikes around eagerly anticipating what lay ahead, with a dime or quarter in their pocket. Rarely did these stalls offer more than the basic two flavors, but if one was lucky, there might also be a strawberry flavor (oh boy). (Author’s note: Her local soft ice cream stand featured spearmint, which was over the top, especially with hot chocolate.)

Minor competitors like Tastee-Freez and Fosters Freeze got their start in California in the 1950s and have fewer than 50 locations each, but continue to thrive with a group of loyal customers.

So who’s ready for some soft serve? At any time of the year it hits the spot. If you don’t have stores near you, maybe a frozen yogurt, but it won’t be the same. Check your local mall and you might be in luck. And don’t worry: mom was wrong, she won’t spoil your dinner.