During renovations for new offices at 823 Queen Street East in Sault Ste. Marie, work crews uncovered an old sign for Johnstone's Dairy Bar, a beloved local business from the 1940s. The sign's discovery highlights the city's rich commercial history and the story of William 'Bill' R. Johnstone, an immigrant who opened the dairy bar in 1940. Known for his hard work and community engagement, Johnstone's Dairy Bar became a popular spot for desserts and ice cream treats, with special anniversary promotions that reflected his commitment to quality and value.
From the archives of the Sault Ste. Marie Public Library: During renovations for new offices of the Skeggs Paciocco law firm at 823 Queen Street East, work crews uncovered a hidden piece of the Sault’s past that had been tucked behind layers of weathered storefronts and faded advertisements.
It was an old sign for Johnstone’s Dairy Bar. The sign dates back to a time when the building was part of a vibrant downtown filled with diners, soda fountains, and bustling foot traffic. Its discovery is more than just a curiosity: it is a reminder of the Sault’s rich commercial history. William “Bill” R. Johnstone moved to Sault Ste.
Marie in 1940. Born in Gateshead-on-Tyne, England, in 1911, he also lived in Saskatchewan and Kirkland Lake before settling in the Sault. Bill liked hunting, fishing, and prospecting, and his favourite hobby was gardening. Sault Ste.
Marie, with its natural beauty and many commercial prospects, offered Bill the opportunity to indulge in his hobbies and operate his own businesses. He wasted no time putting down roots upon moving here, and he purchased the Harrington East End Dairy. The same year, he opened Johnstone’s Dairy Bar on Queen Street, across from Pilgrim Street.
Mr. Johnstone had a philosophy when it came to hard work: “You either do a job or you don’t, but never say you will take a job and do nothing about it,” he said This was evident in the pride and energy he put into both of his businesses. Johnstone’s Dairy Bar opened in 1940.
It featured mostly desserts, such as ice cream sundaes, milkshakes, malted milkshakes, as well as take-home bricks of ice cream. The dairy bar became an immediate success with the community. For the first-year anniversary celebrations, Mr. Johnstone rolled out a string of 2-for-1 specials on all of the dairy bar’s treats. Chocolate milkshakes were 2 for 15 cents, sundaes 2 for 40 cents, and jumbo ice cream sodas 2 for 25 cents.
It was a time when a pocketful of change could buy you a sweet treat, and maybe one for a friend too. The Dairy Bar operated under William Johnstone’s ownership for a decade. As the restaurant gained more success, the menu expanded to include new soft serve ice cream, as well as some hot food such as hot dogs.
As the restaurant became more popular, Mr. Johnstone expanded further and renovated the interior to include booths and a dancing area with live music in what he called the “Pine Room. ” They sold hot food such as chicken, steaks, and hamburgers, as well as still offering their signature milkshakes and sundaes. Eventually, William Johnstone sold his dairy business along with the dairy bar and moved on to other ventures in insurance.
Uncovering the Johnstone’s Dairy Bar sign is more than just a glimpse of an old sign: it’s a window into a different era, a time when the downtown was filled with family-run restaurants and busy shops. Johnstone’s Dairy Bar is remembered for its good food, rich milkshakes, and simple treats that people still talk about fondly. The faded sign is a reminder of the charm and community that once made the city’s downtown so vibrant.
This article was written using information compiled from the Sault Star Collection at the Sault Ste. Marie Public Library. Each week, the Sault Ste. Marie Public Library and its Archives provide SooToday readers with a glimpse of the city’s past.
Find out more about what the Public Library has to offer at www.ssmpl.ca and look for more "Remember This? " columns here. The Sault Star citations:
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