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  4. I visited Dairy Queen to understand why the chain has been so successful recently, but the overpriced, unappetizing food I found confused me

I visited Dairy Queen to understand why the chain has been so successful recently, but the overpriced, unappetizing food I found confused me

I visited Dairy Queen to understand why the chain has been so successful recently, but the overpriced, unappetizing food I found confused me
Retail1 min read
Don & Melinda Crawford/Education Images/Universal Images Group via Getty Images
  • Dairy Queen is updating its menu thanks to growing sales.
  • I visited a Rochester, New York location to see why it's so popular.

Dairy Queen is known for its blizzards and other ice cream treats, but the chain recently announced plans to revamp its lunch and dinner menus.

Dairy Queen is known for its blizzards and other ice cream treats, but the chain recently announced plans to revamp its lunch and dinner menus.
Mary Meisenzahl/Insider

Dairy Queen has seen record sales lately, with an 18% revenue increase in 2021 to $224.7 million. Sales remain elevated over pre-pandemic levels.

Dairy Queen has seen record sales lately, with an 18% revenue increase in 2021 to $224.7 million. Sales remain elevated over pre-pandemic levels.
Mary Meisenzahl/Insider

Source: CNBC

Dairy Queen launched the new Stackburger lineup and revamped chicken strips to capitalize on this growth.

Dairy Queen launched the new Stackburger lineup and revamped chicken strips to capitalize on this growth.
Mary Meisenzahl/Insider

I visited a location in Rochester, New York to see why the chain has been so successful recently.

I visited a location in Rochester, New York to see why the chain has been so successful recently.
Mary Meisenzahl/Insider

The interior felt like a typical fast-food restaurant, with a menu board highlighting the new Stackburgers.

The interior felt like a typical fast-food restaurant, with a menu board highlighting the new Stackburgers.
Mary Meisenzahl/Insider

Signs across the store also pushed the new menu items.

Signs across the store also pushed the new menu items.
Mary Meisenzahl/Insider

Though I primarily think of Dairy Queen as a place to get ice cream, the signage seems to be promoting the chain as a food destination as well.

Though I primarily think of Dairy Queen as a place to get ice cream, the signage seems to be promoting the chain as a food destination as well.
Mary Meisenzahl/Insider

Blizzards, a blend of ice cream and mix in toppings, are also featured prominently.

Blizzards, a blend of ice cream and mix in toppings, are also featured prominently.
Mary Meisenzahl/Insider

After ordering, customers step out of line and walk past the birthday cakes available to purchase.

After ordering, customers step out of line and walk past the birthday cakes available to purchase.
Mary Meisenzahl/Insider

They come with strong Dairy Queen branding as Blizzard Cakes.

They come with strong Dairy Queen branding as Blizzard Cakes.
Mary Meisenzahl/Insider

The restaurant had a Coca-Cola Freestyle machine, which I always appreciate.

The restaurant had a Coca-Cola Freestyle machine, which I always appreciate.
Mary Meisenzahl/Insider

When you order you get a numbered placard that will be called when your food is ready. The numbers also include Dairy Queen facts.

When you order you get a numbered placard that will be called when your food is ready. The numbers also include Dairy Queen facts.
Mary Meisenzahl/Insider

I wandered around the restaurant a bit more as I waited.

I wandered around the restaurant a bit more as I waited.
Mary Meisenzahl/Insider

The decor also seemed designed to create the sense that Dairy Queen was an storied and nostalgic brand, with photos from the first location.

The decor also seemed designed to create the sense that Dairy Queen was an storied and nostalgic brand, with photos from the first location.
Mary Meisenzahl/Insider

The first Dairy Queen opened in 1940 in Illinois.

The first Dairy Queen opened in 1940 in Illinois.
Mary Meisenzahl/Insider

Source: Dairy Queen

Now the chain has about 4,300 US locations and is owned by Warren Buffet's Berkshire Hathaway.

Now the chain has about 4,300 US locations and is owned by Warren Buffet
Mary Meisenzahl/Insider

Source: CNBC

My food was ready fairly quickly, in under 10 minutes.

My food was ready fairly quickly, in under 10 minutes.
Mary Meisenzahl/Insider

I got a peanut butter milkshake, which was delicious.

I got a peanut butter milkshake, which was delicious.
Mary Meisenzahl/Insider

It was hearty without being too thick to drink, topped with plenty of whipped cream.

It was hearty without being too thick to drink, topped with plenty of whipped cream.
Mary Meisenzahl/Insider

I also had to try a Blizzard, which is one of the chain's most famous items. It didn't disappoint.

I also had to try a Blizzard, which is one of the chain
Mary Meisenzahl/Insider

Next up, I tried the food.

Next up, I tried the food.
Mary Meisenzahl/Insider

Food already accounts for a majority of sales for Dairy Queen in the Southeast, despite my perception of the chain as primarily an ice cream restaurant.

Food already accounts for a majority of sales for Dairy Queen in the Southeast, despite my perception of the chain as primarily an ice cream restaurant.
Mary Meisenzahl/Insider

Source: CNBC

My bacon cheeseburger came wrapped in paper inside a box.

My bacon cheeseburger came wrapped in paper inside a box.
Mary Meisenzahl/Insider

It was overflowing off the bun and felt a bit soggy when I opened it.

It was overflowing off the bun and felt a bit soggy when I opened it.
Mary Meisenzahl/Insider

I'm not usually one to shy away from messy foods but this was too much for me.

I
Mary Meisenzahl/Insider

I had to remove some of the toppings to eat it. The ratio of burger to other components seemed off, making every bite too soft and wet.

I had to remove some of the toppings to eat it. The ratio of burger to other components seemed off, making every bite too soft and wet.
Mary Meisenzahl/Insider

I was quite excited for the side of cheese curds I ordered, which looked great.

I was quite excited for the side of cheese curds I ordered, which looked great.
Mary Meisenzahl/Insider

Even a mediocre cheese curd is still pretty good, but these didn't quite live up to the ones sold at rival Culver's.

Even a mediocre cheese curd is still pretty good, but these didn
Mary Meisenzahl/Insider

I also got chicken tenders and fries to round out my menu test.

I also got chicken tenders and fries to round out my menu test.
Mary Meisenzahl/Insider

I felt the chicken strips suffered from the same problem as the burger. They were so wet and covered in sauce they were hard to enjoy.

I felt the chicken strips suffered from the same problem as the burger. They were so wet and covered in sauce they were hard to enjoy.
Mary Meisenzahl/Insider

I did like the barbecue flavor, it was just too much.

I did like the barbecue flavor, it was just too much.
Mary Meisenzahl/Insider

Unfortunately, the fries were another disappointment.

Unfortunately, the fries were another disappointment.
Mary Meisenzahl/Insider

They were limp and nearly flavorless, and I had no desire to finish them.

They were limp and nearly flavorless, and I had no desire to finish them.
Mary Meisenzahl/Insider

My visit confirmed my perception of Dairy Queen as a great place to get ice cream, but not a restaurant where I would eat again.

My visit confirmed my perception of Dairy Queen as a great place to get ice cream, but not a restaurant where I would eat again.
Mary Meisenzahl/Insider

The meal cost about $30, which is a bit on the expensive side for fast food, especially considering the quality. However, I'd happily pay $2.49 for a Blizzard any day.

The meal cost about $30, which is a bit on the expensive side for fast food, especially considering the quality. However, I
Mary Meisenzahl/Insider

Dairy Queen's success means it is reaching customers and doing something right, but I couldn't find any evidence of that during my visit.

Dairy Queen
Don & Melinda Crawford/Education Images/Universal Images Group via Getty Images

Do you have a story to share about a retail or restaurant chain? Email this reporter at mmeisenzahl@businessinsider.com.

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