Dog n Suds of Montague, Michigan, has long been a cherished part of the community, known for its nostalgic drive-in experience and iconic American fare. However, recent years have seen the brand evolve and expand, bringing the beloved flavors to new formats and locations while staying true to its roots.
After the original drive-in property became unavailable to continue to lease or purchase, owner Jason Jaekel had to adapt quickly. “Back in 2020, after the season ended, the owner of the property got sick and decided that he didn’t want to continue leasing it anymore,” Jaekel explained. With uncertainty looming over the future of the drive-in, Jaekel made the decision to purchase a food cart in 2021, initially branding it as North Grove Drive-In Favorites. This move was a lifeline to keep his staff employed and the business running while a path forward for him and his staff to hopefully operate the drive-in again continued. “It took a really long time into 2021… and we said, well, we need to pull the trigger on something,” he recalled.
The food cart soon became rebranded under the Dog n Suds name as Jason and Misty Jaekel had held their license with the brand since December of 2015 – and the Jaekels expanded by acquiring a small building across from Sawyers Brewing Company. This new location served as both a commissary and a serving spot, allowing Dog n Suds to operate even as the future of the original drive-in remained uncertain. “In 2023, we worked on getting the inside of this building done… and we started operating exclusively out of the inside of the building,” Jaekel said, marking a new chapter for the brand.
The food truck and new location have allowed Dog n Suds to connect with customers in innovative ways. “We usually take it out to different events… we’ve done community events, private parties, and rehearsal dinners,” Jaekel noted. This mobile unit has been a game-changer, bringing the classic Dog n Suds experience to various venues around Muskegon and Oceana counties. Additionally, the small building across from Sawyers Brewing Company has become a popular spot for locals and visitors looking for a quick, delicious meal. “We’re happy with what we’re able to do,” Jaekel said, emphasizing the quality and consistency that Dog n Suds continues to offer.
Despite the changes, Dog n Suds has maintained its commitment to cooking everything to order, ensuring that every dish meets the high standards that customers have come to expect. “We cook everything to order… we want to focus on quality,” Jaekel affirmed. This dedication to quality is reflected in the time and care taken with each meal, even if it means slightly longer wait times. “Yes, there might be a little bit of a wait, but it’s well worth it,” he added, underscoring the brand’s emphasis on delivering fresh, made-to-order food.
The Montague community has played a crucial role in supporting Dog n Suds through its transition. “The community plays a huge part… they’re the people that keep the doors open,” Jaekel acknowledged. From local events to regular patronage, the support of the Montague area has been instrumental in keeping the brand thriving. Jaekel and his team are committed to giving back to the community that has sustained them, providing local jobs and reinvesting in the area.
Looking ahead, Jaekel envisions potential expansions and improvements, such as converting the deck of the new building into an indoor dining facility to extend the operating season. However, he remains focused on preserving the core values that have made Dog n Suds a beloved fixture in Montague for decades. “We want to continue what we’re doing… focusing on quality, community, and maintaining the classic Dog n Suds experience,” he said.
For more information about Dog n Suds of Montague, including their menu, locations, and upcoming events, visit their website or check out their Facebook page. Whether you’re enjoying a meal from the food truck or visiting the new location, Dog n Suds continues to deliver the same delicious food and nostalgic charm that has made it a Montague favorite for years.
