Business Spotlight--Jefferson Avenue Dairy Queen

by Steve Nix-Ennen

SBJ Contributing Writer

Springfield owes a lot to Ralph "Bud" Bergstrom. Back when Glenstone was a two-lane road, when soldiers were finding their way back home from the second World War, Bud Bergstrom was serving up the cool taste of Dairy Queen ice cream to Springfield for the first time.

The entrepreneur, now 81, was the first to bring the refreshment chain to Springfield and had a hand in the arrival of the three stores that followed.

Bergstrom was born across the Mississippi River in Rock Island, Ill. After graduating from Rock Island High School in 1934, Bergstrom worked for a bit with International Harvester before a hitch in the military.

Upon his discharge, Bergstrom was looking to start along a career path. He knew he wanted to make a start in Springfield because he made several weekend trips to the bustling town as a young soldier stationed at Fort Leonard Wood. Yet, he wasn't quite sure what he would do.

"My father asked me what I planned to do with my life. I didn't know. I knew I didn't want to go back to International Harvester," Bergstrom recalled. "My father told me about this man in Moline who was starting this ice cream operation. He said it wasn't very big, but there was always a crowd out front."

Bergstrom met with Harry Axene, who was overseeing the Dairy Queen genesis and national expansion. As Bergstrom tells it, Springfield was a big reason Axene approved a franchise to the young Bergstrom.

"He first said 'sorry, but I only have 11 machines' and then he asked me where I was from. I told him that I was from Springfield, and he said 'come on in, son.'"

Apparently Axene had recently been through Springfield and was as impressed with the town as was Bergstrom.

"He told me that if I get the location lined up, I could have two of the ice cream machines," Bergstrom said.

At the time he started, there were five such operations in the United States. Today, Bergstrom said, there are more than 5,000. The first Springfield Dairy Queen location, an 18-by-30-foot building, was at the corner of Glenstone and Sunshine. The operation cost Bergstrom about $9,000 to establish. In the late 1940s, Bergstrom's small ice cream cones went for 5 cents. Small sundaes were 15 cents. The larger sundaes were 25 cents.

Wages for the employees of Dairy Queen held strong at 35 cents an hour. "Sometimes, if they were good workers, they got 50 cents an hour," Bergstrom said.

He added that his workers were glad to get such a wage. The wage attracted such industrious workers as a young John Ashcroft. The one-time Missouri governor and current senator became one of Bergstrom's most motivated employees at age 13.

"He came to me and asked if there was any work he could do. I first sent him out to pick up the parking lot. I remember he was ankle-deep in sundae cups. He stayed with me all through his high school. He was a good worker."

In addition to being a dedicated worker, Bergstrom remembers the senator as a knowledgeable young man.

"He was very interesting young boy to talk to. He was very knowledgeable of current events, Bergstrom said of the Missouri leader. "We would spend hours on summer nights discussing what was happening across the world."

In the years since, Bergstrom said, he and the senator have stayed in touch.

"We have been pretty close ever since," said Bergstrom, who has a collection of photos with the senator. "He sends us a Christmas card every year."

The senator shares those sentiments.

"I often call on lessons learned from my first job, dipping ice cream at a Springfield Dairy Queen," said the senator in a written statement. "Under the guidance of Bud Bergstrom, I learned a great deal about responsibility, dedication to a job well done, and the value of quality service. Bud has long been a valuable asset to this community. His business sense and years of civic service represent a fine example to us all. I am proud to call him a friend."

When Ashcroft was governor of Missouri, Bergstrom even arranged for an ice cream machine to be installed in the governor's mansion.

Bergstrom still has an interest in the four Springfield Dairy Queen stores. His pioneer effort moved to 307 S. Jefferson Street in 1968. Each of the subsequent stores officially started in Bergstrom territory, so the company sends him royalties on those operations. Bergstrom considers these royalties his pension.

Bergstrom retired from the counter about 10 years ago. Today, his daughter, Julie, and her husband, Lester Rohr, operate the South Jefferson store.

Bergstrom spends most of his time working around his house. He was especially proud of this year's Christmas display.

-------

Founded 1946 by Bud Bergstrom

307 S. Jefferson

Hours 8 a.m.-6 p.m.

Monday through Friday

866-9128

-------

CAPTIONS:

Bud Bergstrom, center, was an early franchisee, opening the sixth Dairy Queen operation in post-World War II Springfield. Today his daughter and son-in-law, Julie and Lester Rohr, operate the restaurant at 307 S. Jefferson.

The city's first Dairy Queen, relocated to South Jefferson in 1968, is now operated by Lester and Julie Rohr (left), Bud Bergstrom's son-in-law and daughter.[[In-content Ad]]