Maria Hokanson leads the effort to modernize the DQ brand while staying true to its legacy. During her 20-year tenure, she has introduced award-winning digital and loyalty programs, revitalized the brand with the “Happy Tastes Good” tagline, and developed a seasonal Blizzard Treat menu strategy that increased sales by 30% in three years. In the past 18 months, Hokanson has secured key partnerships, including with Major League Baseball and the National Football League, and introduced the DQ Freezer, which houses the Bloomington-based brand’s “greatest hits.” She also grew digital sales 30% in 2024, leading campaigns that delivered nearly 5 million DQ app downloads.