A Sweet Success: Holdrege’s New Dairy Queen Thrives in its New Location

The new Dairy Queen location at 924 Burlington Street in Holdrege, which officially opened on October 14, has quickly proven to be a bustling hub for the community. 

The numbers tell a story of immediate success. Co-owner Stacey Johnson said on the first day at the new location, Dairy Queen served 540 customers, compared to an average of 350 in the previous location. The first week saw 3,875 customers, a significant jump from the usual 2,500. Drive-through traffic has also seen consistent growth, with similar increases in dine-in customers during the first three months.

Improved Location and Customer Experience

The new building, located on busy Highway 183 and closer to the high school, has led to an increase in visibility and accessibility. 

"It’s been awesome," Johnson said. "We’re seeing more buses from high school activities, and the increased parking has been tremendous.”

With extended hours - now opening at 10:30 a.m. and staying open until 10 p.m. on weekends - the location has become a convenient spot for both locals and travelers. Being next to the Cobblestone Hotel has also contributed to increased foot traffic.

The new Dairy Queen boasts significant upgrades, including a larger seating area, a three-door freezer for more cakes, and more space for staff including a separate area for cake decorating. These enhancements ensure a better experience for both customers and staff.

Small details such as a kids’ menu posted at kids’ eye level and a giant spoon door handle make the new location fun and unique. Plus, there’s now ample seating compared to the former location.

“Our customers enjoy not being rushed out due to limited seating,” Johnson said. “For our staff, the larger workspace means they’re not tripping over each other, which was a challenge at the old location.”

A Boost for the Holdrege Community

For Johnson and co-owner Kelly Morten, the most rewarding aspect has been seeing their vision come to life and the community's enthusiastic response. 

“It’s an honor for us to give back to the community that has supported us for so many years,” Johnson said. “Taking an empty lot and seeing the progress has been amazing.”

PCDC hosted a groundbreaking for the new location in early June. With the help of several local subcontractors, including K & D Electric and Alpha Heating & Air, the restaurant was ready for customers in just four and a half months.

When Dairy Queen announced its closing of the former location on Sept. 29, community members shared many fond memories on Facebook of the “iconic” Holdrege business. However, they also shared excitement over a new modern location.

“I think it means a lot to people,” Morten said. “We’ve had so many people thank us for doing it, knowing we will continue to invest in the community.” 

He hopes the lot south of Dairy Queen can also be developed into something exciting for the community.

Morten said they hired an additional 6-7 employees for the new location, and all of the employees have expressed gratitude for the new location.

“I think the most rewarding thing is the employees are very thankful that we gave them such a nice place to work,” he said. “They can now work without bumping into someone.”

With 25 employees, including 6 full-time, the Dairy Queen team is still growing, welcoming new hires to meet demand. As the business continues to thrive, the owners are focused on further improving efficiency and maintaining their connection with the community.

“It’s been amazing to see how far we’ve come,” Johnson said. “This new Dairy Queen means so much to Holdrege, and we’re excited to keep serving our fans in this incredible new space.”