All you can eat Soft Serve for 10 cents – 1938, Kankakee
Born in 1908, our founder and DQ pioneer, Sherb Noble, was raised in Clemons, Iowa. After high school, he attended Iowa State University, Ames, for a two-year dairy course. He returned to Clemons to manage a creamery for a short time and then decided to move to the Kankakee, Illinois area. In 1938 Sherb was running three ice cream parlors, named Sherb’s, serving typical hard packed ice cream. One day, the people who provided Sherb with his ice cream, the McCullough’s, told him about this new ice cream innovation they called soft serve. They believed that ice cream served at a higher temperature didn’t freeze the taste buds and allowed a person to fully enjoy the flavor. They were sure it was going to be a hit, but were at a loss about marketing the product. Sherb suggested they use his store and run an all you can eat for 10 cents sale. So on August 4th, 1938 they did just that. The sale was a huge success, 1600 servings in an hour and a half. The store was so packed, Sherb was concerned the customers would break the glass out on his store front.
DQ Beginnings
First DQ in Joliet, IL – Opened June 1940
Two years later on June 22, 1940, Sherb opened the very first Dairy Queen in Joliet, Illinois. He went on to open another Dairy Queen store in Aurora, IL, but soon after answered the call of duty, serving his country by fighting in WWII. When Sherb returned home, he went back to his business and continued to open more Dairy Queen
DQ Ohio St. Aurora – 2nd walk-up in U.S., L-R – Sherb Noble, Alex McCullough, and Paul Metla – Building still stands today
locations. Sherb was very successful during his career, but nothing brought him more pleasure than to see the smile on a child’s face when he handed them a perfect ‘curl on the top’ cone.
The Tradition Continues
Dairy Queen continued to grow through the years, becoming one of the earliest and most successful franchises in the United States. The product is so popular that Dairy Queen has expanded internationally. Patrons all over the world enjoy the creamy decadent taste of DQ soft-serve, in fact, right now, someone in Asia is probably enjoying a Green Tea Blizzard, the most popular Asian flavor. It is hard to believe what started in a small ice cream shop in Kankakee, IL has evolved into the international brand that so many people easily associate with today.
The Noble family owns and operates seven Dairy Queen locations in the Kankakee and Aurora, Illinois areas. They are continuing the tradition of providing patrons with courteous, efficient service, a quality product, and a memorable experience.
We love to celebrate our history and the history of Dairy Queen. Below are some of the recognitions and events that the Noble DQ family has participated in.
———————————————————-
August 4th, 2018– Noble Dairy Queen again recreated Sherb’s 1938 – 10 Cent All-You-Can-Eat Soft-Serve sale at all nine locations. Patrons came out on a beautiful summer evening to help us celebrate the 80 year anniversary of an ice cream revolution. Between 8-9:30 PM patrons were served a 5 oz. dish of vanilla soft-serve and were welcome to return as often as they’d like during the event. Attendees enjoyed their fill!
Media Coverage
The Kankakee Daily Journal included an editorial about Kankakee’s Role in DQ History – Click here to Read
Sherb Noble’s great-grandchildren Henry & Nora helping serve some delicious DQ Soft-Serve prior to the event.
The marquee at the Station Street Dairy Queen in Kankakee, IL alerts passersby of the evening’s promotion
Sherb Noble’s great-grandchildren pose for a picture with the very first customer for the evening’s sale at the Station St. DQ in Kankakee.
Mascot Curly the Cone greeted patrons at the Bourbonnais Dairy Queen in Bourbonnais, IL
This advertisement, tweaked from the original 1938 ad, was posted at the store and run in the Kankakee newspaper to promote the event
Celebration of Soft-Serve at the Bourbonnais DQ!
August 4th, 2013 – Noble Dairy Queen recreated Sherb’s 1938 – 10 Cent All-You-Can-Eat Soft-Serve sale at their seven locations. The event was a smashing success. Customers turned out in droves to celebrate the anniversary and secure the delicious frozen treat that endured for 75 years. In keeping with Sherb’s original sale, the promotion started at 8 PM and lasted until 9:30. Patrons were served a 5 oz. dish of Vanilla Soft-Serve and were welcome to reenter the line for refills. During that 90 minute span Noble Dairy Queen dished out 4398 servings, not including refills. The sale was most popular at the Station Street Dairy Queen in Kankakee, Illinois, just blocks away from the original sale. This location served 980 initial servings and estimated another 500 servings in refills. This sale caped a summer long 75th Anniversary celebration that featured 75 cent monthly specials offered on the first Sunday of each month.
Media Coverage
The Kankakee Daily Journal featured the event as their front page article for their August 3rd Weekend Edition – Click here to Read
The Monday August 5th edition of the newspaper featured a follow-up article – Click here to Read
Patrons line up at the Maple Street Dairy Queen in Kankakee, IL just before the sale
The hardworking crew at the Station Street Dairy Queen in Kankakee, IL seize a calm moment to pose for a picture prior to the start of the sale
The sidewalk was full to kick off the sale at the Bourbonnais Dairy Queen in Bourbonnais, IL
Mascot Curly the Cone greeted patrons at the Bourbonnais Dairy Queen in Bourbonnais, IL
Patrons filled the Momence Dairy Queen (located in side Circle K gas station) in Momence, IL
Patrons at the Station Street Dairy Queen in Kankakee, IL line up at the Drive-thru window – drive-thru’s were closed at all locations to facilitate walk-up customers during the event
Manager Emily Bauman Pumps up the crowd to kick of the sale at the Maple Street Dairy Queen in Kankakee
Patrons at the Lake Street Dairy Queen in Aurora, IL were treated to live music during the event!
The sidewalks surrounding the Station Street Dairy Queen in Kankakee, IL were brightly colored with sidewalk chalk art
The marquee at the Station Street Dairy Queen in Kankakee, IL alerts passersby of the evening’s promotion
This advertisement, tweaked from the original 1938 ad, was posted at the store and run in the Kankakee newspaper to promote the event
The line of customers wraps across the front of the building as patrons await their delicious treat at the Station Street Dairy Queen in Kankakee, IL
—————————————————-
May 20, 2011 – The Noble DQ family participated in a dedication ceremony to recognize the building where Sherb opened the very first Dairy Queen. Also in attendance was John Gainor, president and CEO of International Dairy Queen, and many Joliet dignitaries. Here are some articles that highlight the event: TribLocal Article, Route 66 News, Herald News/Sun Times Article
Mascot ‘Curly the Cone’ along with all seven Noble DQ managers and Vice President of Operations, Jeff Webster, pose with IDQ president and CEO, John Gainor, after the dedication ceremony.
Sherb’s Granddaughter, Jen Stevens, great-granddaughter, Nora Rintelman, and Jen’s husband, Joe, pose with Mr. and Mrs. Gainor following the ceremony. Stevens and Gainor both spoke during the event.
All of the attendees gather for a picture in front of the 1st Dairy Queen Building. The building currently functions as a church. A plaque has been affixed to the front to designate it’s historical significance.
————————————————–
June 22, 2010 – Illinois Governor Pat Quinn issued a proclamation declaring this day Dairy Queen Day in Illinois to celebrate the 70th anniversary of Sherb opening the first Dairy Queen in Joliet, Illinois. Click here to listen to audio or Click Here to watch video from the proclamation ceremony.
History
The History of Noble Stores, LLC
A new product ….
All you can eat Soft Serve for 10 cents – 1938, Kankakee
Born in 1908, our founder and DQ pioneer, Sherb Noble, was raised in Clemons, Iowa. After high school, he attended Iowa State University, Ames, for a two-year dairy course. He returned to Clemons to manage a creamery for a short time and then decided to move to the Kankakee, Illinois area. In 1938 Sherb was running three ice cream parlors, named Sherb’s, serving typical hard packed ice cream. One day, the people who provided Sherb with his ice cream, the McCullough’s, told him about this new ice cream innovation they called soft serve. They believed that ice cream served at a higher temperature didn’t freeze the taste buds and allowed a person to fully enjoy the flavor. They were sure it was going to be a hit, but were at a loss about marketing the product. Sherb suggested they use his store and run an all you can eat for 10 cents sale. So on August 4th, 1938 they did just that. The sale was a huge success, 1600 servings in an hour and a half. The store was so packed, Sherb was concerned the customers would break the glass out on his store front.
DQ Beginnings
First DQ in Joliet, IL – Opened June 1940
Two years later on June 22, 1940, Sherb opened the very first Dairy Queen in Joliet, Illinois. He went on to open another Dairy Queen store in Aurora, IL, but soon after answered the call of duty, serving his country by fighting in WWII. When Sherb returned home, he went back to his business and continued to open more Dairy Queen
DQ Ohio St. Aurora – 2nd walk-up in U.S., L-R – Sherb Noble, Alex McCullough, and Paul Metla – Building still stands today
locations. Sherb was very successful during his career, but nothing brought him more pleasure than to see the smile on a child’s face when he handed them a perfect ‘curl on the top’ cone.
The Tradition Continues
Dairy Queen continued to grow through the years, becoming one of the earliest and most successful franchises in the United States. The product is so popular that Dairy Queen has expanded internationally. Patrons all over the world enjoy the creamy decadent taste of DQ soft-serve, in fact, right now, someone in Asia is probably enjoying a Green Tea Blizzard, the mos
t popular Asian flavor. It is hard to believe what started in a small ice cream shop in Kankakee, IL has evolved into the international brand that so many people easily associate with today.
The Noble family owns and operates seven Dairy Queen locations in the Kankakee and Aurora, Illinois areas. They are continuing the tradition of providing patrons with courteous, efficient service, a quality product, and a memorable experience.
Historical Writings
Early Dairy Queen History Written by Sherb Noble in 1973
Tribute to Sherb Noble written in honor of his 45th Anniversary
Events & Recognitions –
We love to celebrate our history and the history of Dairy Queen. Below are some of the recognitions and events that the Noble DQ family has participated in.
———————————————————-
August 4th, 2018– Noble Dairy Queen again recreated Sherb’s 1938 – 10 Cent All-You-Can-Eat Soft-Serve sale at all nine locations. Patrons came out on a beautiful summer evening to help us celebrate the 80 year anniversary of an ice cream revolution. Between 8-9:30 PM patrons were served a 5 oz. dish of vanilla soft-serve and were welcome to return as often as they’d like during the event. Attendees enjoyed their fill!
Media Coverage
The Kankakee Daily Journal included an editorial about Kankakee’s Role in DQ History – Click here to Read
Sherb Noble’s great-grandchildren Henry & Nora helping serve some delicious DQ Soft-Serve prior to the event.
The marquee at the Station Street Dairy Queen in Kankakee, IL alerts passersby of the evening’s promotion
Sherb Noble’s great-grandchildren pose for a picture with the very first customer for the evening’s sale at the Station St. DQ in Kankakee.
Mascot Curly the Cone greeted patrons at the Bourbonnais Dairy Queen in Bourbonnais, IL
This advertisement, tweaked from the original 1938 ad, was posted at the store and run in the Kankakee newspaper to promote the event
Celebration of Soft-Serve at the Bourbonnais DQ!
August 4th, 2013 – Noble Dairy Queen recreated Sherb’s 1938 – 10 Cent All-You-Can-Eat Soft-Serve sale at their seven locations. The event was a smashing success. Customers turned out in droves to celebrate the anniversary and secure the delicious frozen treat that endured for 75 years. In keeping with Sherb’s original sale, the promotion started at 8 PM and lasted until 9:30. Patrons were served a 5 oz. dish of Vanilla Soft-Serve and were welcome to reenter the line for refills. During that 90 minute span Noble Dairy Queen dished out 4398 servings, not including refills. The sale was most popular at the Station Street Dairy Queen in Kankakee, Illinois, just blocks away from the original sale. This location served 980 initial servings and estimated another 500 servings in refills. This sale caped a summer long 75th Anniversary celebration that featured 75 cent monthly specials offered on the first Sunday of each month.
Media Coverage
The Kankakee Daily Journal featured the event as their front page article for their August 3rd Weekend Edition – Click here to Read
The Monday August 5th edition of the newspaper featured a follow-up article – Click here to Read
Patrons line up at the Maple Street Dairy Queen in Kankakee, IL just before the sale
The hardworking crew at the Station Street Dairy Queen in Kankakee, IL seize a calm moment to pose for a picture prior to the start of the sale
The sidewalk was full to kick off the sale at the Bourbonnais Dairy Queen in Bourbonnais, IL
Mascot Curly the Cone greeted patrons at the Bourbonnais Dairy Queen in Bourbonnais, IL
Patrons filled the Momence Dairy Queen (located in side Circle K gas station) in Momence, IL
Patrons at the Station Street Dairy Queen in Kankakee, IL line up at the Drive-thru window – drive-thru’s were closed at all locations to facilitate walk-up customers during the event
Manager Emily Bauman Pumps up the crowd to kick of the sale at the Maple Street Dairy Queen in Kankakee
Patrons at the Lake Street Dairy Queen in Aurora, IL were treated to live music during the event!
The sidewalks surrounding the Station Street Dairy Queen in Kankakee, IL were brightly colored with sidewalk chalk art
The marquee at the Station Street Dairy Queen in Kankakee, IL alerts passersby of the evening’s promotion
This advertisement, tweaked from the original 1938 ad, was posted at the store and run in the Kankakee newspaper to promote the event
The line of customers wraps across the front of the building as patrons await their delicious treat at the Station Street Dairy Queen in Kankakee, IL
—————————————————-
May 20, 2011 – The Noble DQ family participated in a dedication ceremony to recognize the building where Sherb opened the very first Dairy Queen. Also in attendance was John Gainor, president and CEO of International Dairy Queen, and many Joliet dignitaries. Here are some articles that highlight the event: TribLocal Article, Route 66 News, Herald News/Sun Times Article
Mascot ‘Curly the Cone’ along with all seven Noble DQ managers and Vice President of Operations, Jeff Webster, pose with IDQ president and CEO, John Gainor, after the dedication ceremony.
Sherb’s Granddaughter, Jen Stevens, great-granddaughter, Nora Rintelman, and Jen’s husband, Joe, pose with Mr. and Mrs. Gainor following the ceremony. Stevens and Gainor both spoke during the event.
All of the attendees gather for a picture in front of the 1st Dairy Queen Building. The building currently functions as a church. A plaque has been affixed to the front to designate it’s historical significance.
————————————————–
June 22, 2010 – Illinois Governor Pat Quinn issued a proclamation declaring this day Dairy Queen Day in Illinois to celebrate the 70th anniversary of Sherb opening the first Dairy Queen in Joliet, Illinois. Click here to listen to audio or Click Here to watch video from the proclamation ceremony.