“They have continued to change our royalty contracts, but they have to accept our use of Texas Dairy Queen products and let Texas do its own advertising-unless they can get the majority of Texas operators to agree to go to their system. “We reached a settlement agreement in 1992, and we just peacefully coexist,” says Bill Hall, a former TDQOC president. The Texans, being Texans, didn’t take kindly to that and filed suit, charging fraud and misrepresentation, in 1991.
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Rolly Klose sold his Texas territory rights back to DQ in 1980, and the bigwigs (who by then were based in Minneapolis) tried to tell the Texans what to put on their menus and how to spend their advertising dollars. Perhaps the TDQOC’s greatest accomplishment is that it still exists. A Dairy Queen in Cleburne in the mid-1950s. To bring that kind of consistency to Texas’s hundreds of DQs, franchise owners established the TDQOC to standardize menus and pooled advertising money that funded Texas-specific campaigns-much as Chevrolet and Ford make truck commercials specifically for the Texas market. That fast-growing, Corpus Christi–based chain was tightly controlled by the Dobson family, which gave its franchisees advantages of scale and reassured customers that when they walked into a Whataburger, they’d know what they were going to find. After all, they had to compete with Whataburger. While national Dairy Queens focused largely on desserts, Texas owners started selling burgers and other savory foods as early as the fifties.
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And that iconic jingle? It didn’t hit airwaves until 2002, as part of a very successful ad campaign.īecause Klose was pretty hands-off, his franchisees felt free to update their menus however they wanted. The Hungr-Buster didn’t show up until 1974, and the country basket wasn’t trademarked until two years later. These details are so central to the Texas DQ experience that it would be jarring to cross over our border into Arkansas, stop at the DQ on Magnolia’s Main Street, and see only chicken fingers-no steak!-accompanied by the numbingly banal tagline “Happy Tastes Good.”Īnd yet, fifty years ago, few of those favorite foods existed. But where’s the steak-finger country basket, the chicken-fried-steak sandwich called the Dude, or any burger belonging to the Buster family, be it Hungr-, Belt-, or Triple-? And why aren’t the posters on the walls emblazoned with the phrase “That’s what I like about Texas,” a line lifted from a catchy jingle that’s more familiar to young Texans than our official state song? (It’s “Texas, Our Texas,” kids.) Sure, a Dairy Queen in Maryland or Missouri will happily sell you a Blizzard and a Dilly Bar. One of the essential rites of passage for a native Texan is that first, confusing visit to a Dairy Queen outside of the state. Read about the other icons that have defined Texas since 1973. “With these nostalgic ice cream flavors and creations, we hope our guests will re-live some of their happiest memories while creating new, unforgettable experiences alongside their loved ones.This article is part of Texas Monthly’s special fiftieth-anniversary issue. “Reese’s Peanut Butter Cups and marshmallows continue to be part of almost everyone's favorite childhood memories,” said Sara Schmillen, vice president of marketing at Kahala Brands, parent company of Cold Stone Creamery. Cold Stone Creamery also is bringing back its marshmallow ice cream. The Take 5 chocolate cup is filled with layers of Reese’s peanut butter sauce, caramel, pretzels and chocolate ice cream, which is topped with pretzels, peanuts and peanut butter cups.
Ice cream company Cold Stone Creamery also added a line featuring Reese’s flavors, with the addition of the Reese’s Take 5 peanut butter ice cream cup and the Reese’s Peanut Butter Cup ice cream. “These flavors bring out the best in each other, just like our partnership with Reese’s has over the years.” “Salty, sweet, Reese’s and Krispy Kreme can now all be experienced in one incredible donut collection,” said Dave Skena, global chief brand officer for Krispy Kreme.
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