However, shortly after the war, the system took off at a pace virtually unrivaled before or since.
When the United States entered World War II in December 1941, there were fewer than 10 Dairy Queen® stores. Within two hours, he dished out more than 1,600 servings of the new dessert.īack then, food franchising was all but unheard of, but the new product’s potential made it a natural for such a system. They contacted Sherb Noble, a good friend and customer, who agreed to run the “all you can eat” trial sale at his walk-in ice cream store. A father and son partnership in Green River, Illinois, had been experimenting with a soft frozen dairy product for some time. Our phenomenal story began with the 10-cent sale of a then unnamed product on August 4, 1938, in Kankakee, Illinois. It’s been a combination of hardworking people who own and operate restaurants, and great-tasting food and tempting treats served in our establishments. The founders of the Dairy Queen® system were men and women who introduced a new kind of dessert treat and, in the process, developed the foundation of the franchising industry. The history of the DQ® system is a story of a unique product that created an industry.įor more than 70 years, the DQ® system’s recipe for success has been simple.
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