The Royal Beginning: From Soft-Serve to Sovereign of Swirls
The first Dairy Queen opened in Joliet, Illinois, at 501 North Chicago Street.
Long before DQ became a household name, a spark of ingenuity took place in 1938 when John Fremont “J.F.” McCullough and his son Alex perfected a recipe for an indulgently creamy soft‑serve ice cream unlike anything else at the time.
They took their creation to Sherb Noble, a small ice cream shop owner in Kankakee, Illinois, for a daring "All You Can Eat for 10 cents" trial. It was an instant sensation—1,600 servings were gone in just two hours, proving they were onto something huge.
Encouraged by the success, Noble and the McCulloughs teamed up and opened the first Dairy Queen on June 22, 1940, in Joliet, Illinois. The name “Dairy Queen”—reportedly coined by “Grandpa McCullough”—was his way of saying their soft‑serve was the “queen” of dairy treats, embodying freshness and quality Dairy Queen.
A Trailblazer’s Timeline: Dairy Queen’s Evolution
DQ’s story quickly turned into a tale of innovation and expansion:
1950: Malts and shakes made their debut.
1951: Banana splits added a rank to the Frozen Treat Hall of Fame.
1953: First Canadian Dairy Queen opened its doors.
1955: Enter the Dilly® Bar, an iconic cold treat on a stick.
1957–1958: The Dairy Queen Brazier® (hot foods) concept emerged, introducing burgers and fries into the menu.
1962: Formation of International Dairy Queen, Inc., streamlining growth and leadership.
1968: The Buster Bar® joined the lineup.
1971: The delicious Peanut Buster® Parfait arrived.
1985: The legendary Blizzard® Treat was born—the shake so thick, you could flip it upside down.
1988: Dairy Queen acquired Orange Julius®, expanding beverage options under its umbrella.
1995: Added DQ Treatzza Pizza® and Chicken Strip Baskets, diversifying the menu even more.
Corporate Maneuvers & Legacy Leadership
In 1987, Michael P. Sullivan, a seasoned lawyer, became CEO of Dairy Queen. He led the company through turbulent competition with QSR giants like McDonald’s, Wendy’s, and Burger King. The pinnacle of his tenure? The sale of Dairy Queen to Berkshire Hathaway in 1998.
Since then, DQ has operated as a wholly owned subsidiary of Berkshire Hathaway, bringing the legacy soft‑serve chain into the fold of Warren Buffett’s storied empire.
DQ and Americana: More Than Just Ice Cream
Dairy Queen isn't merely a purveyor of sweet treats—it’s woven into the fabric of American nostalgia:
Little League celebrations, first dates, family road trips—DQ symbolizes those small, timeless moments.
The Dipped Cone, introduced in the 1950s, remains wildly beloved. Its magic? Soft‑serve meets a crisply hardened shell, delivering that cherished contrast of textures, time and again.
Giving Back: Miracle Treat Day
DQ’s sweet generosity shines brightest during Miracle Treat Day, a fundraising event benefiting Children’s Miracle Network Hospitals:
DQ has supported the cause since 1984, and Miracle Treat Day has been an annual tradition since 2006, with proceeds from Blizzard Treat sales going to local children’s hospitals.
The event even sees DQ executives, like the President & CEO, delivering Blizzard treats personally to children and families in hospitals—a heartfelt touch.
The Dairy Queen Ecosystem Today
Now headquartered in Minneapolis, Minnesota, International Dairy Queen, Inc., oversees more than 7,700 restaurants across over 20 countries, under the larger umbrella of Berkshire Hathaway.
Why DQ Endures: Innovation + Heart
Pioneered soft-serve, a revolutionary concoction in the late 1930s.
Menu creativity spanning frozen classics and full-scale hot meals.
Philanthropy that gives back to communities year after year.
A touchstone of Americana—DQ is where memories are made, one cone at a time.
Dairy Queen’s legacy is one of innovation, warmth, and cultural resonance. From the humble Joliet origin to a global frozen treat empire, DQ remains a comforting reminder that some of the best things in life are simple—and best enjoyed with a frosty swirl in hand.
