At this point in the ice cream and fast food chain's 80-year history, most every American has heard of Dairy Queen, but fewer people have actuallyto a Dairy Queen. That much was evident from some of the confused reactions to Joe Biden flipping a DQ Blizzard upside down in aWas it a confusing gaffe from the former vice president? No. In fact, it was an homage to a longtime tradition.
According to DQ legend, the story of the flipped Blizzard can be traced back to the St. Louis area — and actually comes from a rival custard stand called Ted Drewes. As, back in the summer of 1959, a local 14-year-old named Steve Gamber kept going by a particular Ted Drewes location every day, constantly asking for thicker and thicker malts. Because 14-year-old boys have a tendency to be incredibly annoying, Ted Drewes, Jr. eventually reached his breaking point.
"Just to shut me up, Ted turned the malt upside down right in front of me and said ,'Is this thick enough for you? If it falls out, it's free,'" Gamber told St. Louis Magazine back in 2009. Thus, the "concrete" shake, a St. Louis staple, defined by its gravity-defying marketing angle, was born. Fast forward to the 1970s, when St. Louis businessman Sam Temperato, who owned dozens of area Dairy Queen franchises, enters the story. Surprised by the ability of the comparatively small Ted Drewes brand to successfully withstand the blitz of Dairy Queens, Temperato decided to do what enterprising captains of industry have done for hundreds of years: take an existing successful idea, modify it slightly, and pass it off as his own invention.
in its first year alone. The idea of flipping it upside-down before serving, a selling point from the beginning, only added to the phenomenon.
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