Dairy Queen not going anywhere - sort of

What do you call a Dairy Queen that is no longer a Dairy Queen?

Tom Kowske doesn't know - yet. But when he reopens the ice cream treat store on West Wilson Street in Batavia next February, customers will still be able to get the same pleasure they have the last 11 years.

Kowske and his wife, Debi, bought the business, including the land and building, this fall. The Kowskes operated the Dairy Queen for the previous owner.

However, the local Dairy Queen territory franchise operator, who has rights to the Dairy Queen name in this area, did not agree to let the business continue being a Dairy Queen after the sale.

Not to worry - even though Blizzards can't be called Blizzards any more, you'll still be able to get the cool treat.

Kowske just has to come up with different names (and it likely won't be something weather-related, he said.)

The challenge of losing the highly identifiable name and logo, including the signs on the front of the business, does not faze Kowske. He believes he can compete based on quality.

"I do not want to be second fiddle to Dairy Queen," said Kowske. "I am going to be the one setting the bar that everyone else is going to shoot for."

The taste should be the same, because Kowske did not use Dairy Queen International's ice cream mix or toppings. The Batavia store used what was called "the Noble Mix" for its ice cream, the original formula from the co-founder of Dairy Queen, Sherb Noble. That mix contains real vanilla (other Dairy Queens use artificial flavoring.) The dairy company that makes it has agreed to sell him a similar mix.

The Kowskes used the Noble mix to make Dilly Bars and other novelties at the Batavia shop, rather than buying pre-made items from Dairy Queen International.

He also intends to start offering two sizes on some of the popular dishes, including banana splits and his version of the Peanut Buster Parfait, for those with smaller appetites.

"Our philosophy has always been 'Exceeding our customers' expectations'," he said.

The Batavia stand served almost 20,000 gallons of soft-serve ice cream this year, he said, even with a challenging economy, and the disruption of Wilson Street bridge reconstruction. "We do good and bad economies," he said; people may not be able to afford to take their kids to Walt Disney World, but they can spare a couple of bucks for ice cream.

The stand reopens the last Thursday in February. Kowske hasn't come up with a new name yet - which is reflected in the big red question mark on the tarp covering the old ground sign. In a way, it's a good marketing move - it will keep the community talking about the business through the winter.

"I want them to keep the excitement going," he said.