As Dairy Queen Canada marks 85 years in business, the brand continues to grow while maintaining a deep-rooted connection with Canadian communities.
Candida Ness, Vice President, Marketing for DQ Canada, said with just over 700 locations across the country, Dairy Queen remains a familiar name in Canadian communities coast to coast. “Typically, we target between 18 and 20,” Ness said of new store openings annually. “I think year to date we’ve got three new locations opened so far this year.”
That kind of longevity — and continued expansion — is rare in the quick service restaurant (QSR) industry. As Ness puts it, “What we’ve seen with the Dairy Queen brand is that there is a true consumer love for it. That comes from a lot of nostalgia and the role it has played in people’s lives — as a family brand, a place to come together with friends, with kids, grandparents.”
“There’s been a really strong consumer connection and love for the brand, which has been critical to its longevity,” she added. “Now, nostalgia is great, but we also need to keep the brand modernized. So it’s about embracing our past while looking toward the future.”
When asked about the broader QSR space in Canada and what’s fueling continued growth, Ness offered a marketing perspective. “Consumers are leading very busy lives, and the QSR space really helps them manage that. It’s also an affordable option — especially now, as the cost of groceries and other essentials continue to rise. So affordability, speed, and convenience are key drivers of growth in the QSR segment, in my opinion.”
Alongside expansion, Dairy Queen is marking more than four decades of charitable partnership with Children’s Miracle Network (CMN). “We’re now into our 41st year. Last year was our 40th anniversary with Children’s Miracle Network,” said Ness. “It’s been an amazing partnership and aligns closely with our brand strategy and positioning.”
The impact has been significant. “Over those years, we’ve raised over $55 million for local children’s hospitals,” she said. “What we love about our partnership with Children’s Miracle Network and the 13 hospitals they work with is that all the funds raised stay local. It’s that local connection that really matters — and I think it contributes to the longevity of the partnership. We continue to grow every year in our fundraising, which is great.”
That alignment runs deep. “Our brand mission is to bring joy and happiness to consumers, and that aligns with CMN’s mission — to bring joy to kids and help them get back to being kids through best-in-class hospital care,” Ness explained. “Both brands focus on supporting community, giving back, and helping families and children in need.”
One of Dairy Queen’s most prominent fundraising initiatives is Miracle Treat Day, set for Thursday, August 14 this year. “It’s a big day for us and for the children’s hospitals,” Ness emphasized.
The company’s corporate office is based in Burlington, Ontario, and while the marketing team keeps an eye on the future, the brand’s local, community-first approach remains its cornerstone.
About Miracle Treat Day for Dairy Queen Canada
- On Thursday, August 14, Dairy Queen Canada’s Miracle Treat Day is returning in support of children receiving care at local hospitals across Canada – helping make miracles happen, one Blizzard® Treat at a time.
- For the 23rd year, net proceeds from every Blizzard Treat sold at participating DQ restaurants in Canada on Miracle Treat Day will be donated to local children’s hospital foundations across Canada.
- Since partnering with Children’s Miracle Network® in 1984, Dairy Queen Canada has become a top contributor, raising over $55 million through Miracle Treat Day in Canada and year-round fundraising initiatives to support children’s hospitals across the country.
- Every Blizzard Treat sold helps fuel groundbreaking research and discovery, life-changing innovations and healing environments that make the hospital experience less overwhelming for families, ultimately, helping kids get back to being kids.
- Children’s Miracle Network raises funds for 170 children’s hospitals across North America, 13 of which are in Canada. Today, our more than 660 Canadian restaurants will be raising funds to support the 13 Canadian hospital foundations.
- In 2024 alone, Canadian children’s hospitals recorded more than 3 million visits to support children and their families, DQ franchise owners in Canada, staff and volunteers come together to help raise funds for Miracle Treat Day.
- What’s raised local stays local. Every dollar donated from DQ restaurants goes directly to each community’s local children’s hospital foundation.
- This year, fans are encouraged to support Miracle Treat Day by taking a photo with their Blizzard® Treat on the day and sharing it with the hashtag #MiracleTreatDay.
About DQ Patient Ambassador
- This year, Dairy Queen Canada’s national Patient Ambassador is 17-year-old Chloe Mueller. Chloe is a former Alberta Children’s Hospital patient and the daughter of longtime Calgary DQ franchise owners.
- After undergoing two emergency neurosurgeries for bacterial meningitis in 2023, Chloe now is fully recovered and training to become a DQ franchise owner. As part of her ambassador role, she’s sharing her story to spotlight the impact of community support and initiatives like Miracle Treat Day across Canada.
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