No, Dairy Queen Is Not A Texas Company
Living and growing up in Texas, we've pretty much all heard the slogan "DQ, that's what I like about Texas". It is an iconic marketing slogan and campaign that has been used for years for the Dairy Queen brand. It is so memorable that Texans oftentimes confuse Dairy Queen as a Texas-based company. Unfortunately, it isn't.
Fact VS Myth
Despite the confusion, Dairy Queen was originally founded in Illinois in 1940, and then its operations were later moved to Minnesota in 1962. Upon expansion of the brand, today there are over 6,800 locations worldwide, with roughly 4,300 of them being in the United States. Texas was one of the regions of the country where DQ found success. In fact, Texas has the largest number of DQs versus any other state, with over 500 active locations.
Why Do Texans Believe DQ Is From Texas?
Being that Texas has over 500 locations, their marketing department devised a regional campaign that was so successful, Texans mistook DQ as a Texas-based franchise. But why? It is oftentimes the best choice for fast food in any given small town (if not the only one). It is so prevalent in small towns across Texas that a small town without one just doesn't seem right. Texas DQ franchises surprisingly operate independently through a licensed network called the Texas Dairy Queen Operators' Council. This gave Texas-based DQs the ability to market the brand in a region-specific manner. The highly successful "DQ, that's what I like about Texas" was such a successful slogan that it is still running in 2025. The company poured millions into the Texas-based marketing campaign, essentially making Texans believe DQ was founded and headquartered in Texas.
The Perks of Visiting A Texas Dairy Queen
If you visit a DQ in another state, you will notice that some of your favorite treats and eats are shockingly missing from the menu. Some of the unique menu items that can only be found in Texas include
- The Dude (Chicken Fried Steak)
- The Hungr-Buster
- The BeltBuster (Double Meat Burger)
Dairy Queen Blizzards
Gallery Credit: Shannon Buccola