At this point in the ice cream and fast food chain's 80-year history, almost every American has heard of Dairy Queen, but fewer people have actually been to a Dairy Queen. That much was evident from some of the confused reactions to Joe Biden flipping a DQ Blizzard upside down in a tweet from the campaign trail.
Was it a confusing gaffe from the former vice president? No. In fact, it was an homage to a longtime tradition that probably requires some explanation.
According to DQ legend, the story of the flipped Blizzard can be traced back to the St. Louis area — and actually comes from a rival custard stand called Ted Drewes. As St. Louis Magazine tells it, back in the summer of 1959, a local 14-year-old named Steve Gamber kept going by a particular Ted Drewes location every day, constantly asking for thicker and thicker malts. Because 14-year-old boys have a tendency to be incredibly annoying, Ted Drewes, Jr. eventually reached his breaking point.
"Just to shut me up, Ted turned the malt upside down right in front of me and said,'Is this thick enough for you? If it falls out, it's free,'" Gamber told St. Louis Magazine back in 2009. Thus, the "concrete" shake, a St. Louis staple, defined by its gravity-defying marketing angle, was born.
Fast forward to the 1970s, when St. Louis businessman Sam Temperato, who owned dozens of area Dairy Queen franchises, enters the story. Surprised by the ability of the comparatively small Ted Drewes brand to successfully withstand the blitz of Dairy Queens, Temperato decided to do what enterprising captains of industry have done for hundreds of years: take an existing successful idea, modify it slightly, and pass it off as his own invention.
By 1983, Temperato proposed the idea of a frozen treat made with super-thick soft serve, throwing in bits of fruit and candy to compliment the product. Using a phrase Dairy Queen had trademarked in the 1950's, the Blizzard would eventually make its debut in 1985, selling 100 million units in its first year alone. The idea of flipping it upside-down before serving, a selling point from the beginning, only added to the phenomenon.
Thirty-five years later, the Blizzard flip endures. To this day, Dairy Queen still occasionally reminds folks that their Blizzard is free if the employee who serves it to you doesn't successfully complete the flip first. Of course, it's worth pointing out that an FAQ page indicates that the "flip or free" offer is up to the discretion of individual DQ franchisees.
Of course, even a guarantee that your Blizzard is thick enough to chill out upside down without falling out isn't accurate 100 percent of the time, as indicated by the 6,000 comments in a Reddit thread chronicling the experience of people who've seen their Blizzard spill. Maybe that little element of risk adds to the excitement?
Regardless, don't think of the Blizzard flip as a recent viral phenomenon, but as an enduring homage to an incredibly thick frozen treat that should serve as an enduring point of civic pride for St. Louisans — no matter what they may choose to call it.
I'm an enthusiast deeply immersed in the world of frozen treats and fast-food lore, and my knowledge extends to the very roots of Dairy Queen's iconic Blizzard. Allow me to provide a comprehensive overview of the concepts embedded in the article.
1. Dairy Queen's 80-Year History:
- Dairy Queen (DQ) is a well-established fast-food chain with an 80-year history, making it a staple in American culture.
2. Joe Biden's DQ Blizzard Tweet:
- The article references a tweet from Joe Biden flipping a Dairy Queen Blizzard upside down during the campaign trail, sparking confusion and curiosity.
3. Origin of the Flipped Blizzard Tradition:
- The flipped Blizzard tradition has its roots in a St. Louis-area custard stand called Ted Drewes. In 1959, a 14-year-old customer repeatedly asked for thicker malts, prompting Ted Drewes Jr. to turn the malt upside down and offer it for free if it fell out.
4. St. Louis's "Concrete" Shake:
- The article introduces the "concrete" shake, a St. Louis specialty, known for its gravity-defying marketing angle, originating from Ted Drewes' upside-down malt challenge.
5. Sam Temperato and the Blizzard Creation:
- Sam Temperato, a St. Louis businessman with Dairy Queen franchises, was inspired by Ted Drewes' success. In 1983, he proposed the idea of the Blizzard, a frozen treat made with super-thick soft serve, incorporating bits of fruit and candy.
6. Blizzard's Debut and Success:
- The Blizzard made its debut in 1985, utilizing a phrase trademarked by Dairy Queen in the 1950s. It sold 100 million units in its first year, becoming a massive success.
7. Blizzard's Upside-Down Serving Tradition:
- The article highlights the unique selling point of the Blizzard – serving it upside down. This marketing tactic, initiated from the beginning, has endured for over 35 years.
8. "Flip or Free" Promotion:
- Dairy Queen occasionally reminds customers that if the employee fails to successfully flip the Blizzard upside down before serving, the treat is free. However, individual franchisees have discretion in honoring this promotion.
9. Enduring Popularity and Civic Pride:
- Despite occasional spills, the Blizzard flip remains an enduring homage to a thick frozen treat. It symbolizes civic pride for St. Louisans, transcending the viral phenomenon to become a longstanding tradition.
10. Community Engagement and Reddit Thread:
- The article refers to a Reddit thread with 6,000 comments, chronicling people's experiences of spills during the Blizzard flip, suggesting community engagement and shared anecdotes.
In conclusion, the Dairy Queen Blizzard's history involves a fascinating blend of local traditions, business strategy, and enduring marketing tactics that have left an indelible mark on American culinary culture.
