There has been a change in ownership at the Dairy Queen in Steinbach, and a celebration is being planned to honour a special person.
Jo Unger has been a well-known figure in the community since June 5, 1989, when she took over management at the Steinbach Dairy Queen. After 35 years, she is now stepping back and passing the reins to a new leadership team.
Stewart Holditch, who has been a co-owner and managing partner for about a month, says he and his team felt it was important to mark the occasion in a meaningful way. A public thank-you celebration is planned for Wednesday.
“Jo has done a lot for our community with donations, raising money for CMN (Children’s Miracle Network), just being a great business partner and an overall great human being. We wanted to make sure that we gave an opportunity for the community to give back and say thanks to Jo.”
Holditch explains that ownership transitions often happen quickly, and he wanted to make sure Jo receives the recognition she deserves after decades of dedication.
“We thought, what a great opportunity for us to open our doors and have Jo come down into the business that she created one last time for sure and be able to be available to hear and say thanks as well to everybody who can come on down.”
Though Jo was initially hesitant about the celebration, Holditch says he convinced her it was worth it.
“It's about the individuals that you've impacted and giving them the opportunity to just say thank you. She's excited about it now. I was able to talk her into it. I'm hoping that as many people can come down and just show her the love and support that she is showing everybody else over the years.”
For Holditch, this new role feels personal.
“My first baseball team that I ever got to play on was sponsored by Dairy Queen and the first ever uniform I ever got to wear was supplied by Jo and her team, and I remember it was a white with red pinstripes that had the Dairy Queen ‘Hot Eats, Cool Treats.”
Their working relationship goes back further, as Holditch once served as a franchise business consultant supporting Jo and her team.
“So, Jo and I have been working hand in hand on how we can improve operations and the business and the company. And I've learned a lot from her actually, it was more I'm supposed to come in and support her, but really, she was the one supporting me and showing me the ropes and what works and what does not work within the Dairy Queen system. Through all that we were able to build up a relationship and to the point where she helped make my dream come true of becoming an owner-operator.”
Now, Holditch says he is thrilled to be starting this new chapter, especially in Steinbach.
“It feels really good to be home and I've always said this, the Steinbach community is different, you can feel it. It's a small-town feel, even though we're considered to be a big city, there's just this connection that I think you can't separate from it, it's amazing.”
The celebration will take place on Wednesday, May 28 from 10 a.m. to 12 p.m. at the Steinbach Dairy Queen. Coffee and cake will be served as the community comes together to thank Jo and welcome the new leadership.
“I'm just excited to be in the town and the community for sure. I'm hoping to just continue what Jo has started, and the names might be changing on who's who, but for me, the Dairy Queen brand is what's important and strong.”
With files from Adi Loewen