For many years the franchise's slogan was "We treat you right." During the early and mid 1990s, the slogan "Hot Eats, Cool Treats" came into use and preceded the aforementioned line in the Dairy Queen jingle. In recent years, it has been changed to "DQ: Something Different." A recent tagline,
featured in early 2011, was "So Good It's RiDQulous," with Dairy Queen's current logo infused in the word 'ridiculous'. Now, their new tagline reads, "Fan Food not Fast Food".