So it’s “DQ” now and, more specifically, the full name of the store opening in Manhattan - on 14th Street in a space that used to be a discount shoe store - is DQ Grill & Chill. Like KFC, the brand has done away with actual words and unnecessarily co-opted the abbreviation everyone always used anyway. They don’t even call themselves “Dairy Queen” anymore. Here on Grub, it’s been fun to chart the progress of the shop, and the simple appeal of Dairy Queen isn’t difficult to figure out: Either you grew up with it and it’s nostalgic, or you didn’t grow up with it and now you’ll finally get a chance to experience some piece of wholesome Midwestern Americana that somehow seems both timeless and new.īut have you been paying attention to what Dairy Queen’s really been up to lately? It’s not like they’re opening some idyllic roadside soft-serve shop: This is a 21st century fast-food chain with 21st century fast-food values. And that’s what makes it impossible to understand why anyone would get excited about Dairy Queen opening a location in Manhattan. And it’s especially true of our roster of independent, world-class ice cream shops, establishments that manage to tribute and honor everything awesome about frozen milk products. It’s a fact that’s as true in the worlds of fashion and the fine arts as it is in theater and business. There is a good reason people put up with the cost and hassle of living in New York City: This glorious metropolis is a cultural hotbed, filled with captivating individuals doing and creating an uncountable number of trailblazing, mind-enriching things. Warren can take the financial hit if DQ bombs in New York.
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