Some moments are bigger than a ribbon cutting. When we opened the doors to our new Dairy Queen in Hidalgo, Texas, the day meant more than simply adding another restaurant to the map. It marked the beginning of a relationship with a growing community, built one smile, one Blizzard, and one warm meal at a time.
For F&P Brands, opening a new restaurant goes beyond flipping on the lights. It’s a promise to show up, serve with heart, and become part of something meaningful.
A Soft Opening With Heart
On Sunday, March 23rd, our F&P team gathered in Hidalgo to host a soft opening for friends, families, and team members. It was a quiet but powerful start that set the tone for everything ahead. You could feel the mix of nerves and pride in the air as our new crew served their first meals.
This location represents more than a remodel or upgrade. With new digital signage, improved hardware, and a sharper focus on customer experience, it’s a step forward in how we serve guests while keeping the spirit that defines DQ: hospitality, kindness, and Southern charm. And of course, a table that’s always big enough for everyone.
Then Came the Party
You can’t open a Dairy Queen without a celebration, and this one brought the whole town out.
Mr. Blizzard himself stopped by for a full-on block party with inflatable games, dancing, music, and prizes. The energy was contagious. The smiles were huge. And when the Macarena and Cupid Shuffle started, even the shyest guests joined in. The celebration was more than an event. It was a glimpse of what this DQ location aims to do every day: bring people together and spread joy throughout the community.
More Than a Restaurant, A Commitment
Every new F&P Brands restaurant is opened with purpose. Hidalgo was chosen intentionally, because it reflects growth, opportunity, and community spirit.
As Vice President of Restaurant Operations Marcus Barbosa said, this is “where the growth is at, and where people want us.” Growth, for us, means more than business metrics. It means creating jobs, offering opportunities, and investing in the lives of local families.
This single Dairy Queen has already created over 50 new jobs, with more to come. We’ve built strong partnerships with Hidalgo ISD, Valley View ISD, and Pharr ISD, investing in local talent and hiring more than 30 students, many of whom are entering the workforce for the very first time. This collaboration represents what we value most: helping young people gain confidence, learn new skills, and take their first steps toward a rewarding career.
At the heart of it all, our mission stays simple: serve smiles, serve people.
A Long-Term Vision
Opening day marked only the beginning of something lasting. F&P Group Founder and Advisory Board Member Robert L. Lozano has always believed that true success grows from deep roots. A restaurant doesn’t instantly become part of the community; it earns that place through consistency, care, and heart.
That’s the vision for DQ Hidalgo. We want this restaurant to become a gathering spot for family dinners, after-game ice creams, birthday celebrations, and all those everyday moments that make life sweet. We’re “putting forth a footprint that’s going to stay there forever and resonate with the community.”
That’s what really matters: opening the door to connection and belonging.
