Staying Local While Growing: How Our Family Business Keeps Community at the Heart

Remembering Simpler Times: When Holidays Weren’t Big Business

One thing that stood out in our conversation was how little we remembered official celebrations—Father’s Day being a prime example. Tom and Shirley both confessed that back in the 1940s and 1950s, Father’s Day wasn’t on their radar. As I shared on the show, it didn’t become an official holiday until Nixon signed it in 1972. It was comforting, in a way, to realize we weren’t just forgetful—the holiday hadn’t even made its mark yet.

Instead, our memories circled around everyday togetherness—Sunday visits to grandparents, frying chicken in homemade lard, or neighborhood kids running in and out. Meals happened at home, hard work happened by hand, and “working on the farm” meant you were as important as any fancy machine. It set the foundation for values we strive to keep in our family business: community, simplicity, and connection.

The Birth of a Neighborhood Business: From Groceries to Dairy Queens

Our story began in Eau Claire, running a small grocery on the north side and later branching out. Tom remembered knowing nearly every customer by name—often, you’d see the same people after their shifts at the paper mill or tire plant. Shirley elaborated that we hired local high school kids, often the children of regular customers. If the store kids got in trouble, it was a question of calling “Mom”—not the police—which only worked if you knew the whole family.

Kim reminded me how this hyper-local flavor extended to our first Dairy Queen. For years, it was serviced and staffed by people who lived close by, and even today, many employees can walk to work. Sure, customers might have our cell numbers—but they also knew we cared. In big towns, that can fade; in smaller communities, it’s still our secret sauce.

Growing Pains: Keeping It Personal As the Business Expands

Now, things are different. With eight Dairy Queens across five towns—and our Metropolis resort in a major regional hub—the days of knowing every customer or every staff member’s birthday have changed. Shirley misses the days you’d know not just your employees, but their parents and even their dog’s name! Kim echoed that, saying it’s bittersweet: you want growth, but you do “give up some stuff.”

The upside? We’ve learned to adapt. We hire local managers who are plugged into their communities. We encourage everyone to support local businesses when possible, even if some small towns now lack a hardware store or butcher. When someone walks into the Dairy Queen and doesn’t recognize me—I get a kick out of it. It means our team is taking ownership, and the business is bigger than just “the family.”

Systems for Giving Back: From Passing the Hat to Formal Philanthropy

Tom brought up an important reality: as you scale, you develop systems. Our managers can authorize donations up to a certain amount, and our Metropolis resort processes requests online. Where a $20 gift certificate used to mean something, today we have to weigh countless requests across multiple regions. We do our best to focus on local causes and charities, hiring from the same towns we serve, even if we can’t be everywhere at once.

Our approach also includes getting involved with the Chamber of Commerce, sponsoring community events, and programs like Leadership Eau Claire, which I’ve participated in myself. Staying plugged in with local government, arts, schools, and nonprofits keeps our mission grounded—even as the business footprint expands.

The Balancing Act: Local Identity in a Regional Business

Kim’s favorite takeaway—and mine, too—is that, even with hundreds of employees and thousands of customers, people in each town claim “my Dairy Queen.” Whether it’s knowing that one customer who can spot a 7% difference in ice cream texture, or being the hometown spot where sports teams get treats after a big win, there’s loyalty we’ll never take for granted.

Looking back, it’s clear the secret to our business longevity isn’t just about selling food or providing a service. It’s about honoring roots, supporting our towns, and finding new ways to connect—even when we don’t recognize every face on staff. Here’s hoping we can keep that spirit alive for another generation.

Have your own stories or fun facts? Reach out to us at [email protected]—I always love hearing from you! And make sure to listen to the full episode here!