Middleborough Dairy – Middleborough’s Dairy Queen—home of the town’s iconic Blizzards—was sold for $4.2 million to the owner’s nieces.
A beloved Middleborough Blizzard stop has entered a new era after a family sale valued at $4.2 million, keeping soft-serve traditions firmly in the family.
George Pennini, who owned the town’s Dairy Queen for decades, sold the business to his two nieces, sisters Nicole Pennini Ferrara and Kara Pennini Kendrigan. Brokers reported the deal price was $4.2 million, describing it as among the highest-priced sales ever recorded for a Dairy Queen asset.
The transaction ensures the next generation can continue operating the store in Middleborough.. Ferrara and Kendrigan both signaled they plan to preserve what customers associate with the location’s long-running treats. with the new owners characterizing the purchase as a chance to protect local traditions.
According to brokers Marcus & Millichap. the Middleborough Dairy Queen ranks as the second-highest-grossing “Treat Only” Dairy Queen franchise in the United States and as the most visited Dairy Queen in Massachusetts by annual foot traffic.. “Treat Only” locations focus on frozen desserts and treats. including Blizzards. cones. sundaes. and shakes. rather than a full menu that would also include prepared meals.
The store sits on a less than one-acre property at 7 East Grove St., featuring an iconic barn-like style structure with parking nearby. That distinctive look has helped cement it as a local landmark for generations of customers making Blizzards part of their routines.
The Dairy Queen first opened in 1952 and has operated continuously since then, brokers said. Ownership has stayed intertwined with the Pennini family over time, including a family transition in the 1960s that helped shape the store’s modern footing.
Nemasket Week reported that the business first came into the Pennini family in 1966, when John Pennini purchased it. Later, town assessor records indicate that George Pennini bought the establishment from his father in 1978.
Brokers said George Pennini decided last year that it was time to sell and begin retirement. In the reporting tied to the deal, he framed the decision as a well-earned step back after years of running the store.
The company behind the franchise. Dairy Queen. is based in Minneapolis. Minnesota. and operates a franchise system with more than 7. 800 locations across more than 20 countries.. Dairy Queen opened its first store in Illinois in 1940. and the company introduced the Blizzard in 1985. setting the stage for the brand’s signature dessert to become the centerpiece of shops like Middleborough’s.
For customers, the most immediate change may be who is behind the counter.. But the sale also reflects how long-established local franchises can function as multi-generational family businesses. even within a nationwide brand system.. Keeping ownership local can matter for staffing continuity, customer familiarity, and the day-to-day feel that makes regulars return.
At $4.2 million. the deal also underlines the profitability and demand that can build around “Treat Only” locations—especially those that become traffic magnets over time.. With brokers ranking the Middleborough site among the top performers nationally and the busiest in Massachusetts. the sale price signals strong market value for operators who successfully maintain customer loyalty.
Now, as the Pennini sisters take the lead, the emphasis shifts from transition to continuity.. The new owners’ statements about “protecting” what the community has come to expect suggest the store’s next chapter will aim to preserve the traditions that turned a single outlet into a Middleborough staple.
Middleborough Dairy Queen George Pennini Blizzard franchise Treat Only Dairy Queen Marcus & Millichap Massachusetts local business
4.2 million for a Dairy Queen?? Meanwhile I can’t even afford a Blizzard anymore. Congrats to them though I guess.
I swear these places are basically gold. It’s always packed, and it’s been there forever. As long as they don’t start messing with the menu or the prices, whatever.
Treat Only is the key here. Less real food stuff, more frozen dessert traffic = they make bank. Still wild it’s one of the top sales ever for that kind of DQ.
Wait, it’s on Grove Street right by the barn-looking building, right? I used to go there as a kid and it feels like it’s the same place every time. Hope the nieces actually keep it running the same.