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In This Issue...
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Business
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It’s Blizzarding All Summer Long at Capitola’s Dairy Queen
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It’s Blizzarding All Summer Long at Capitola’s Dairy Queen
By Judith Wellner
The meteorological summer starts on June 1 and the astronomical summer on June 21. But when it comes to ice cream, Memorial Day weekend is the threshold. According to Michael Babich, owner of the Capitola Dairy Queen, ice cream summer is about 50 percent busier than other times of the year.
The mixture of summertime and ice cream just naturally seems to invoke a sense of nostalgia, particularly if you throw in a few hot rods. On May 20, a fleet of vintage cars rolled into town for the Capitola Rod & Custom Classic Car Show. For many, the sight of those lovingly maintained old-timers evoked childhood memories of dining out â€" fries, a shake and a great hamburger.
Something Old and Something New
When I entered the store, classic rock was playing in the background, reminding me of an era when Dairy Queen was still in its infancy. The first store opened in 1940 in Joliet, Illinois. Today, Dairy Queen has more than 5,700 locations operating throughout the United States, Canada and 22 other countries.
“You know, when you grew up in the Midwest, you could basically get the same things you can get now. Our selection evolves, but it hasn’t changed its core,” said Michael.
It was the late 1940s and 1950s that really established the business. From only 100 stores in 1947, it grew to 1,446 in 1950 and then to 2,600 in 1955.
“People have good memories of Dairy Queen growing up,” Michael said.
He believes that it’s the dipped cone that has become the signature old-fashioned treat.
“It’s still here, just as it was at the beginning, exactly the same,” he added.
The Capitola store has been in business for 40 years. Past owners always remained loyal to the restaurant for long periods. The previous owner was here for 30 years, the one before owned it for a decade.
“It’s a very stable business,” says Michael. “We are usually the number one Dairy Queen â€" occasionally the number two â€" in the Northern California and Northern Nevada district, based on gross sales.”
The Man behind the Ice Cream Cone
Michael took over the business in January. Before that, he had run a wholesale gift business for 26 years.
“It was doing really well. I just lost my passion somehow. I wanted to make a change,” he says. “If I hadn’t made a change now, I’d be just doing the same thing my whole life.”
He wasn’t committed to the food industry when he started searching for the right business to buy.
“I knew nothing about the food industry,” he says. “But once I came across this listing after a year and a half of searching, I knew this was it,” he adds. “I totally enjoy everything we have here.”
Since January, Michael has implemented several changes. The interior of the store was remodeled. There are new booths, and there is different music playing.
“I chose classic rock, because I felt it matched the atmosphere. This is also the music I like,” Michael says.
He also points out that he implemented procedures to speed up delivery.
“For me, the most important considerations are speed of service, quality of food, and customer service,” he says.
When he took over the business, it had 12 employees. Now, it has 17. And by the summer, he would like to see that number rise to 20.
“I’m a human resources person,” he continues. “I’m very good at hiring. A business is as good as its people.”
Several members of the staff have been here for years. New employees are selected mostly based on their personality. “We look for energy, a friendly energy,” says Michael. “I like kids who are active, who do lots of different things.”
Staying Put
Michael is definitely planning on staying in the business for a while, at least for 15 years. The former wholesaler enjoys having the face-to-face time with his customers for a change.
“What I like most about it is the people; the little kids coming in with their parents.”
At the same time, he also points out that Dairy Queen isn’t just a kids’ place. It’s for all generations.
“I have lots of regular customers,” he says. “It’s really across the board â€" kids, families, seniors.”
While we were talking, one of the regulars walked in. Michael greeted him, and we started chatting.
Allan Cunha has been frequenting this Dairy Queen store for many years.
“I’ve been coming here for way, way longer than Michael has been here,” he says. When I ask him what his favorite is, he hesitates for a moment, evidently having a difficult time naming just one favorite. But he soon settles on his blue ribbon winner. “The chicken strips. That’s what I like the most.”
Fire and Ice
Michael emphasizes that while blizzards are certainly the most popular treats, Dairy Queen is not just about ice cream.
“My personal favorite is the Flame Thrower,” he says.
It’s a quarter-pound or half-pound burger, with jalapeño bacon, pepper jack cheese, and Tabasco sauce.
“We use a flame broiler. Our burgers are not sitting in grease on a flat grill,” says Michael. “And we buy our produce locally, from Watsonville. Also, Aldo’s makes some of our buns. It’s local, no preservatives.”
Every month, there’s a Blizzard of the Month special. This month it’s the Brownie Batter Blizzard. According to Michael, specials are always very popular.
“It’s unbelievable how much more you sell when you show a picture to the customers.”
New treats may be helped by pictures and advertising, but there are old-time favorites, like the Banana Splits, Pecan Mudslides, or Brownie Earthquakes, that speak for themselves.
And if you are still looking for something new, something surprising, there is the Picture Perfect Party Cake. Just bring in any custom picture and they will scan it and put it on your ice cream cake.
The Capitola Dairy Queen is located at 816 Bay Avenue. Opening hours are Monday through Saturday 10 a.m. to 10 p.m., and Sunday 10:30 a.m. to 10 p.m.
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