Minnesota Dairy Queen's Annual March 1 Opening Draws Crowds

Despite winter weather, customers line up for beloved ice cream treats at this 77-year-old heritage store.

Published on Mar. 2, 2026

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In Moorhead, Minnesota, the annual March 1 opening of the 77-year-old Dairy Queen walk-up ice cream shop is a beloved tradition, no matter the weather. Customers brave heavy snow and subzero temperatures to be the first in line for classic treats like Blizzards, milkshakes, and discontinued Dairy Queen specialties that can't be found anywhere else.

Why it matters

This annual tradition represents the resilience and community spirit of Minnesotans, who see the Dairy Queen opening as a sign of spring and a chance to come together over a shared love of ice cream. The store's focus on unique menu items and exceptional customer service has helped it maintain its status as a local institution for decades.

The details

The Moorhead Dairy Queen has been open every March 1 for 77 years, drawing an average of 1,200 customers on opening day. Customers line up early, with some arriving before 7 a.m. to be first in line and earn yearlong bragging rights. The store offers a variety of classic and discontinued Dairy Queen treats, including the Mr. Malty, Curly Shake, Monkey Tail, and unique Blizzard flavors. Despite the winter weather, customers bundle up and enjoy their ice cream outside on the patio.

  • The Moorhead Dairy Queen opens every year on March 1.
  • Customers typically line up early, with some arriving before 7 a.m. on opening day.

The players

Jerry Protextor

A retired pastor who was standing in line for a butterscotch milkshake and a chocolate-mint Blizzard.

Troy and Diane DeLeon

The owners of the 77-year-old Moorhead Dairy Queen.

Julie Bergseid

A customer who arrived before 7 a.m. to be first in line, a goal she had achieved the previous two years.

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What they’re saying

“It just says that we're tough, and there are things that are really important to us. It's just a part of community.”

— Jerry Protextor, Retired pastor (fox8.com)

“It's a sense of unity. It's a tradition for many families.”

— Diane DeLeon, Co-owner of Moorhead Dairy Queen (fox8.com)

“Usually there's a little bit of a line after a bit, so you gotta get here before they start. It's momentous that this is the start of spring, no matter what the temperature. This starts it, going to the DQ, getting your first ice cream of the season.”

— Julie Bergseid (fox8.com)

What’s next

The Moorhead Dairy Queen will remain open through late October, serving customers their favorite ice cream treats throughout the spring, summer, and fall seasons.

The takeaway

This annual tradition at the Moorhead Dairy Queen demonstrates the enduring power of community and the ability of a beloved local institution to bring people together, even in the face of harsh winter weather. The store's commitment to exceptional customer service and unique menu items has helped it maintain its status as a cherished part of the local culture for generations.