Moorhead Dairy Queen's March 1 Opening: A Beloved Tradition

On March 1, 2023, hundreds of customers braved single-digit temperatures to line up outside the Moorhead Dairy Queen in Moorhead, Minnesota, for its 77th annual opening. This event, which attracts an average of 1,200 visitors, symbolizes the unofficial start of spring for the community, regardless of the harsh winter weather. The Dairy Queen, a "heritage store" established in 1949, has become a cherished local institution, known for its unique offerings and commitment to customer service.

People line up for treats every March 1 at this Minnesota Dairy Queen as tradition

For many, the Dairy Queen's opening day is more than just an opportunity to enjoy ice cream; it represents a sense of unity and continuity in uncertain times. Owners Troy and Diane DeLeon emphasize the importance of this tradition, stating, "It’s a sense of unity. It’s a tradition for many families." Customers, bundled in winter attire, echoed this sentiment. Jerry Protextor, a retired pastor, remarked, "It just says that we're tough, and there are things that are really important to us. It's just a part of community."

Newsweek

The Moorhead Dairy Queen is known for its distinctive menu items, many of which are not available at other locations. Popular treats include the Mr. Malty, a chocolate malt frozen on a stick; the Curly Shake, featuring a shake base topped with a sundae; and the Monkey Tail, a chocolate-dipped frozen banana. The store also continues to serve discontinued Blizzard flavors as long as ingredients remain available. Troy DeLeon noted, "If you still have the ingredients, ‘give the customer what they want’ is our feeling."

People line up for treats every March 1 at this Minnesota Dairy Queen as traditionMinnesota Dairy Queen’s March 1st Tradition Draws Crowds Despite Freezing WeatherNewsweek

The opening day has become a competitive event, with customers arriving early to secure their place in line. Julie Bergseid, who arrived before 7 a.m. to claim the first spot, expressed the significance of the day: "It’s momentous that this is the start of spring, no matter what the temperature." Her enthusiasm reflects the dedication of many patrons who view the Dairy Queen as a vital part of their community experience.

Minnesota Dairy Queen’s March 1st Tradition Draws Crowds Despite Freezing Weather

Unlike many modern establishments, the Moorhead Dairy Queen operates without mobile apps or kiosks, focusing instead on personal customer interaction. This approach has helped maintain its status as a beloved local institution. The DeLeons pride themselves on their customer service and the unique atmosphere of their store, which features a giant Dilly bar statue, a nod to the ice cream treat invented there in the 1950s.

Newsweek

As the Moorhead Dairy Queen continues its seasonal operation, the DeLeons will hand-make over 2,000 ice cream cakes and serve a full menu of heritage treats. The annual March 1 opening remains a cherished tradition, drawing the community together and marking the hopeful arrival of spring, even amidst the lingering chill of winter.

Newsweek