A community favorite is entering a new chapter. The Dairy Queen at 902 N 3rd St., first built in 1960, has been serving Jacksonville Beach for 65 years. After more than two decades under the same ownership, the store has been acquired by Richard Rogers, a Jacksonville Beach native and entrepreneur.
Rogers, who founded Big City Tree Service in 2009 and has a background in real estate investing, sees the Dairy Queen acquisition as a chance to give back to the community where he grew up. Admitting he has never owned a quick-service restaurant, he laughs, “Sometimes being unqualified is the best qualification.”
Planned updates include new kitchen equipment, new bathrooms and refreshed lobby, fresh paint and a complete deep cleaning.
Rogers says the goal is to bring the restaurant back to what Dairy Queen is all about — a family-friendly, affordable place where people can celebrate, grab a treat or enjoy casual dining.
Looking ahead, Rogers plans to expand digital engagement through the DQ app, focus on signature ice cream cakes as a celebration centerpiece and lean into the brand’s fun, trend-driven menu.
“This store has been a part of Jacksonville Beach for 65 years,” Rogers said. “We’re here to honor that tradition and make sure the next generation can enjoy it too.”
