How Texas Took Dairy Queen and Made It Their Own: A Fascinating Journey

In the vast landscape of fast food, Dairy Queen stands out, not just for its Blizzards and Dilly Bars but for its uniquely Texan twist. While Dairy Queen began as a Midwestern chain, it’s in Texas where it truly made its mark. Here’s how a small franchise turned into a Texas staple.

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Crafting a Unique Menu

Dairy Queen’s journey in Texas started with Rolly Klose, who opened the state’s first Dairy Queen in Austin in 1947. While Dairy Queen locations across the country focused mainly on desserts, Texans began adding their own local flair. By the 1950s, Texas Dairy Queens were serving up burgers and chicken-fried steak—items not typically found at DQs elsewhere. This shift wasn’t just a random decision; it was a strategic move to compete with local fast-food giants like Whataburger. As a result, Texans enjoyed menu items like the Hungr-Buster and the Dude, creating a dining experience distinct from the rest of the country.

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The Power of the Texas Dairy Queen Operators Council

In the early 1970s, Texas Dairy Queen owners formed the Texas Dairy Queen Operators Council (TDQOC). This cooperative allowed franchisees to standardize their menus and pool advertising resources, ensuring a consistent and uniquely Texan experience. The TDQOC was crucial in pushing for menu items that resonated with locals and creating regional marketing campaigns, including the famous jingle “That’s What I Like About Texas.” The TDQOC’s influence helped shape Dairy Queen into a beloved Texas institution, maintaining its distinct Texas identity even as the chain expanded.

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Rolly Klose’s Unconventional Practices

Rolly Klose’s approach to franchising was as unconventional as it was successful. He often sealed deals in informal settings, like his garage, and was known for his hands-off management style. This freedom allowed Texas franchisees to innovate and adapt their menus. However, when Klose sold his rights back to Dairy Queen’s headquarters in 1980, the company attempted to enforce national standards. The TDQOC fought back, leading to a legal settlement that allowed Texas Dairy Queens to maintain their unique offerings and advertising strategies. This battle for autonomy ensured that Texas Dairy Queen remained a special place for locals, preserving its unique menu and the iconic jingle that celebrates the Lone Star State.

Today, although the number of Dairy Queens in Texas has declined, the chain remains a cherished part of Texas culture. With its distinctive menu items and regional pride, Dairy Queen continues to be a symbol of Texan identity.