Dairy Queen Canada’s recipe for modern franchise success
By Gina Makkar
For nearly nine decades, Dairy Queen’s hot foods and treats have been a taste of childhood that never fades, from iconic soft serve cones and shared family meals to summer lineups that stretch around the block. Steeped in nostalgia yet grounded in the present, the brand has remained a constant in communities across Canada.
As consumer habits shift and technologies advance, the DQ brand continues to evolve with intention. The company’s approach blends tradition with innovation, working closely with franchisees to maintain the familiar experiences Canadians have come to love while embracing the tools and trends that shape modern food service.
85 years of sweet success
A cornerstone of family memories for generations, the brand recently achieved a significant milestone: “The Dairy Queen brand celebrated its 85th birthday this year,” says Theresa Lear, VP of operations for Dairy Queen Canada.
The company’s heritage stretches back to its first location in Joliet, Illinois in 1940. Canada became part of the story when the first international DQ location opened in Estevan, Saskatchewan in 1953. “That was the very first time that a DQ restaurant had been opened outside of the U.S.,” says Lear.
Today, International Dairy Queen, the parent company of Dairy Queen Canada, has grown into a global icon with more than 7,700 restaurants in over 20 countries, including 700 across Canada. “It’s been quite the journey over the last 85 years.”
The brand expanded gradually from a simple soft serve shop to a quick-service restaurant offering treats and beyond. “When we started, we really just focused on vanilla soft serve,” Lear recalls. “Over time, we moved into both treats and food, introducing our ‘Grill & Chill’ concept about 25 years ago. Now, we’re focused on being a balanced food-and-treat destination.”
For franchisees, that balance has also translated into a more profitable business model. “Instead of being seasonal, the majority of our restaurants now operate year-round,” Lear says. This allows franchisees to continue to compete in a market that’s become competitive with food-and-treat concepts.
Lived experience comes to life through John Lockyer, a fourth-generation entrepreneur and long-time Dairy Queen franchisee in Orangeville, Ontario. His restaurant is consistently recognized for its performance, community involvement, and leadership in Miracle Treat Day fundraising.
The path into the business wasn’t conventional. While Lockyer was earning a degree in biology and chemistry, his father became the owner of a new Dairy Queen location opening in Orangeville. “When I graduated, the restaurant had been open about a year and needed help,” he recalls. “I took over, and I absolutely loved it.”
Recognizing he needed a foundation in operations, Lockyer headed straight to Dairy Queen’s training school in Minnesota. “I learned the Dairy Queen way,” he says. “Back then, we had what was considered a state-of-the-art restaurant, four tills across the front, a drive thru.” For a 1989 Dairy Queen franchise, it was cutting-edge.
Dipping into Canadian communities
Like many franchisees, Lockyer discovered that success often begins outside the restaurant. “Sales were lagging early on,” he explains. “Once we had the community engagement and realized what we needed to do, things took off, and the restaurant has been fantastic. We are busy for a small town of 30,000 people.”
Lockyer says that the brand’s people-first culture sets them apart. “I think that’s one of the wonderful things about Dairy Queen. They recognize the importance of relationships, and certainly in our restaurant, we recognize that it’s all about people.” What began as a staff of seven has grown to a team of 85 in the summertime.
Community involvement is more than a marketing tactic; it’s a cornerstone of a restaurant’s identity. “Every time we open a DQ restaurant, it helps to support the local community,” says Lear. “I think our franchisees do a really tremendous job marketing and engaging and giving back to their local communities through their fundraising.”
Lockyer and his team’s commitment shine during Miracle Treat Day, the brand’s signature national fundraiser to support Children’s Miracle Network Hospitals. “We’ve led the country the last three years,” he says proudly. “And we’ve already raised over $81,000 this year. The community comes out and helps us to champion our cause as well. It’s all about the community.”
Franchisees also support local sports teams, from soccer to hockey to lacrosse and more. “You often hear people say, ‘That’s my Dairy Queen.’ They have that connection because our franchisees are so involved in their community,” shares Lear.
Lear says the brand’s strong Canadian identity is rooted in relationships across the supply chain. “I think we’ve done a good job of collaborating closely with Canadian suppliers and being able to source quality ingredients and materials from [them]. We’ve got a really good, established partnership with vendors and suppliers.”
That local focus also shows up on the menu. “Even if there is overlap between the U.S. menu and the Canadian menu, we do have some very specific flavors that are unique to Canada that we have developed.”
Signature offerings include the mushroom cheeseburger and Skor and Smarties Blizzard Treats. Some Canadian innovations have even crossed the border. “Our buffalo chicken strips were an item that actually started in Canada and then later got picked up in the U.S.” For Lear, it all reinforces the same priority: “I think it’s important that we continue to maintain our Canadian connection and continue to support local.”
Geared for growth
Looking ahead, Lear says the brand’s strength lies in the blend of national trust and local connection. “There is safety in the DQ brand. We’re a international brand, and people trust that.”
On the development front, the franchise continues to expand across Canada, actively seeking partnerships in Ontario’s urban markets. The franchise typically opens 18 to 20 new restaurants a year in Canada.
For prospective franchisees, Lear says our long history and proven system provide a solid foundation to launch from. “We have a good reputation from a brand perspective in the market, a pretty iconic brand. We have great opportunities to continue to grow. Even though we’ve got 700 locations currently, we still have room for growth and development across the country. I think that’s a benefit and a positive.”
Operationally, the focus remains on balancing the menu and strengthening affordability. “We’re going to continue to stay focused on balancing food and treat sales. There’s going to be more value offerings coming from us on the food side as well as the beverage side in 2026. We’re actively developing and growing.”
Lockyer emphasizes the importance of strong relationships in business. “The folks at corporate and our suppliers, they value relationships in a time where a lot of people don’t value relationships anymore,” he says.
For prospective franchisees, Lockyer says: “You need to choose a franchise where you can build your business, not just buy yourself a job. I recommend International Dairy Queen because I feel that they are truly trying to be our partner. I can pick up the phone, and I can get things done and understand we’re all in it together.”
Beyond the business, the Dairy Queen brand’s nostalgic appeal sets it apart from most quick-service brands. “We definitely have that emotional connection with our fans, grandparents who brought their kids, and now those kids are bringing their own kids,” says Lear. It’s a place where sweet treats and lasting memories go hand in hand.
Learn more about franchising with Dairy Queen Canada
