How popular isDairy Queen?
In September 2026, people searched for Dairy Queen by name about 3.4 million times in the United States, about the same as the previous year. These searches made up 46.9% of all United States ice cream chain searches, placing Dairy Queen first out of eight chains. When we asked both ChatGPT and Google AI Overviews about ice cream chains, Dairy Queen appeared in one of the four answers and was the fifth most recommended of the eight.
Dairy Queen is the most searched of 8 competitors and the fifth most recommended in AI answers.
Dairy QueenShare of searches 46.9%Mentioned in 1 of 4 AI answersPlace in AI recommendations 5th
Cold Stone CreameryShare of searches 23.4%Mentioned in 3 of 4 AI answersPlace in AI recommendations 4th
Baskin-RobbinsShare of searches 21%Mentioned in 1 of 4 AI answersPlace in AI recommendations 6th
Salt & StrawShare of searches 2.8%Mentioned in 2 of 4 AI answersPlace in AI recommendations 2nd- Culver'sShare of searches 2.4%Mentioned in 2 of 4 AI answersPlace in AI recommendations 7th
Follow Dairy Queen and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top ice cream chains in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Dairy Queen was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Dairy Queen is the fifth most recommended of the eight.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Cold Stone Creamery3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Handel's3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers- Salt & Straw2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Culver's2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Jeni's Splendid Ice Creams2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers- Dairy Queen1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Baskin-Robbins1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Marble Slab Creamery0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about ice cream chains
4 answers
Asked ChatGPT
“What's the best ice cream chain in the US?”
Asked ChatGPT
“Which ice cream shop chain in the US has the best ice cream?”
Asked ChatGPT
“What are the most popular ice cream chains in the US?”
Searched Google, AI Overview
“ice cream shops”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“soft serve”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United States on October 23, 2026.
Which ice cream chains compete with Dairy Queen?
Share of searches by month for Dairy Queen, Cold Stone Creamery, Baskin-Robbins, Salt & Straw, Culver's, Handel's. The figures are in the table below the chart.
View monthly share of searches table
| Month | Dairy Queen | Cold Stone Creamery | Baskin-Robbins | Salt & Straw | Culver's | Handel's | Marble Slab Creamery | Jeni's Splendid Ice Creams |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 48.3% | 24.1% | 17.6% | 4.3% | 2.5% | 2% | 0.58% | 0.56% |
| Nov 2025 | 44.1% | 22.1% | 24.1% | 4% | 2.2% | 2.3% | 0.65% | 0.52% |
| Dec 2025 | 46.4% | 23.2% | 20.7% | 4.2% | 1.9% | 2.4% | 0.69% | 0.55% |
| Jan 2026 | 50% | 22.3% | 18.2% | 3.7% | 2.5% | 2.1% | 0.6% | 0.49% |
| Feb 2026 | 50.4% | 22.5% | 18.3% | 3% | 2.5% | 2.1% | 0.61% | 0.49% |
| Mar 2026 | 51.8% | 21.2% | 19% | 3.1% | 1.8% | 2.2% | 0.51% | 0.5% |
| Apr 2026 | 47% | 23.5% | 21% | 2.8% | 2% | 2.4% | 0.57% | 0.66% |
| May 2026 | 49.5% | 24.8% | 18.1% | 2.4% | 2.1% | 2.1% | 0.49% | 0.5% |
| Jun 2026 | 45.3% | 25.7% | 20.3% | 3.3% | 1.9% | 2.3% | 0.55% | 0.56% |
| Jul 2026 | 44.5% | 27.2% | 19.9% | 2.7% | 1.9% | 2.8% | 0.54% | 0.49% |
| Aug 2026 | 45.6% | 25.9% | 20.4% | 2.7% | 1.9% | 2.4% | 0.55% | 0.54% |
| Sep 2026 | 46.9% | 23.4% | 21% | 2.8% | 2.4% | 2.4% | 0.57% | 0.51% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 46.9% | 3.4M | -18.1% | +1.3 points | |
| 2, held 2nd | 23.4% | 1.7M | -28% | -2.5 points | |
| 3, held 3rd | 21% | 1.5M | -18% | +0.6 points | |
| 4, held 4th | 2.8% | 201K | -18.3% | +0.1 points | |
| 5, moved from 6th to 5th | 2.4% | 170K | -0.7% | +0.5 pointsmoved from 6th to 5th | |
| 6, moved from 5th to 6th | 2.4% | 169K | -20.1% | 0 pointsmoved from 5th to 6th | |
| 7, held 7th | 0.57% | 40.5K | -18.2% | 0 points | |
| 8, held 8th | 0.51% | 36.7K | -24.5% | 0 points |
46.9%
Held 1st. 3.4M estimated branded searches, -18.1% vs prior month. Share +1.3 points.
23.4%
Held 2nd. 1.7M estimated branded searches, -28% vs prior month. Share -2.5 points.
21%
Held 3rd. 1.5M estimated branded searches, -18% vs prior month. Share +0.6 points.
2.8%
Held 4th. 201K estimated branded searches, -18.3% vs prior month. Share +0.1 points.
5.Culver's
2.4%
Moved from 6th to 5th. 170K estimated branded searches, -0.7% vs prior month. Share +0.5 points.
6.
Handel's2.4%
Moved from 5th to 6th. 169K estimated branded searches, -20.1% vs prior month. Share 0 points.
0.57%
Held 7th. 40.5K estimated branded searches, -18.2% vs prior month. Share 0 points.
0.51%
Held 8th. 36.7K estimated branded searches, -24.5% vs prior month. Share 0 points.
Compare popularity between Dairy Queen and its closest rivals
Every comparison with Dairy Queen
7 comparisons
How has branded search demand for Dairy Queen changed in the United States over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Dairy Queen in the United States held steady at 3.4M.
- Across the 12 months ending September 2026, Dairy Queen’s share of searches among ice cream chains in the United States decreased from 48.3% to 46.9%.
- Across the 12 months ending September 2026, Dairy Queen’s share of searches among ice cream chains in the United States peaked at 51.8% in March 2026 and was lowest at 44.1% in November 2025.
How did search popularity change for United States ice cream chains in September 2026?
6 changes
In September 2026, Dairy Queen gained share of searches among ice cream chains in the United States, from 45.6% to 46.9%.
In September 2026, Baskin-Robbins gained share of searches among ice cream chains in the United States, from 20.4% to 21%.
In September 2026, Cold Stone Creamery lost share of searches among ice cream chains in the United States, from 25.9% to 23.4%.
In September 2026, Culver's rose from 6th to 5th among ice cream chains in the United States.
In September 2026, Handel's fell from 5th to 6th among ice cream chains in the United States.
Estimated monthly branded searches for Salt & Straw in the United States fell 33.2% over 12 measured months, from 301K to 201K in September 2026.
How are Dairy Queen’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Dairy Queen’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
- dairy queen
Do you work for Dairy Queen? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is Dairy Queen your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.