A 50-year-old neon sign at a Dairy Queen restaurant along Route 66 in Holbrook, Arizona, is in danger from the chain’s corporate headquarters that wants to replace it with a more modern sign.
David Heward, a Route 66 booster in Holbrook, wrote on the Save the Holbrook Dairy Queen Sign page on Facebook:
Howdy folks! I have just learned that the Dairy Queen Corporation wants the Holbrook DQ franchise owner to take down this great old neon sign… and replace it with some new, plastic monstrosity advertising the new “Grill and Chill”. Personally, I would HATE to see the loss of this great old neon sign that we’ve all known and loved for more than 50 years, and I’m pretty sure many of you feel the same way.
If you’d like to register a complaint with the DQ corporation, call them at 866-793-7582 or 952-830-0200. (Be prepared for a lengthy wait while you listen to a recording about how much they “value your call”. )
Nick Gerlich, a professor of marketing at West Texas A&M University and a Route 66 enthusiast, weighed in on DQ’s short-sightedness:
But I also think that Dairy Queen (the company) is missing a golden opportunity not only to save one of the few remaining vintage signs (there is another in Mesa AZ still open, and a shuttered one in Albuquerque), but also to exploit it for Marketing gain. Think about it…there is a rare example of an early franchise still operating! Retro cool! Throwback! And it’s on Route 66! Have any of you people seen Cars?
The sign is located at 1004 Navajo Blvd., which is Route 66 in Holbrook.
(Image of the Holbrook Dairy Queen sign by Brian Bennett via Flickr)