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Over 80 years of delicious history: What is the founding story of Dairy Queen?
Dairy Queen (DQ), a well-known gourmet brand, has attracted countless customers with its unique soft-serve ice cream and diverse fast food products since its establishment in 1940. The founding story of the brand is not only a journey of delicious food, but also a testimony of innovation and struggle. Let us explore the development process of Dairy Queen and how it grew from a small store to a globally renowned chain brand.
Origin story
The Dairy Queen story begins in 1938, when John Fremont "J.F." McCullough and his son Alex developed the soft-serve ice cream recipe that is famous today. The light and fluffy dessert was such a hit among ice cream shops that when Sherb Noble debuted the product in his shop, more than 1,600 servings were sold in just two hours.
"The results were so amazing that they decided to launch it as their own brand."
On June 22, 1940, the first Dairy Queen store officially opened in Joliet, Illinois. Soon after, the brand adopted a franchise model to expand and quickly opened stores across the United States and around the world. By 1947, the number of Dairy Queen stores had grown from ten to 100, and by 1955 it had reached 2,600.
Brand evolution and expansion
With the development of the company, Dairy Queen officially changed its name to International Dairy Queen, Inc. (IDQ) in 1962. At this time, it not only began to further expand into Canada, but also acquired the Orange Julius brand in 1987, further strengthening its market position.
In 1998, Berkshire Hathaway acquired Dairy Queen, which provided a solid financial foundation for future growth. However, as times changed, Dairy Queen also faced the challenge of poor management of individual franchise stores, and some investors focused on increasing economies of scale in the 1990s.
"In small American towns, Dairy Queen is more than just a place to dine, it holds memories of countless family gatherings and social events."
Especially in the 1950s and 1960s, the Dairy Queen has become a part of social life in small American towns and is widely reflected in many writers and film works.
Diverse products
Dairy Queen's product line has continued to expand, from its original ice cream products to today's diverse selection, including a variety of French fries, burgers, healthy drinks and unique Blizzard and other popular items. Since its first launch in 1985, Blizzard has quickly become a signature item of Dairy Queen and is loved by consumers for its innovative flavor combinations.
Continuous innovation and commitment
While continuing to innovate, Dairy Queen also demonstrates its emphasis on social responsibility. For example, since 2016, the company has committed to purchasing eggs only from accredited cage-free egg suppliers, a step seen as promoting more humane production practices.
Advertising and brand image
Dairy Queen's advertising strategy never stops evolving. From the launch of "Little Cow Lady" in 1961 to the bold advertising style after 2006, the company has been exploring emotional connections with consumers. Different marketing strategies have also been proposed to cater to the changing needs of consumers.
“Our advertising not only promotes delicious food, but also conveys a lifestyle.”
Conclusion
From a small ice cream shop in 1940 to today’s global fast food chain, the story of Dairy Queen is a journey full of passion and innovation. It not only represents a classic delicacy, but also carries the common memories of generations. In this long history, how has Dairy Queen adjusted its business ideas to adapt to the changing market?
