It’s 1950 in Quincy, Massachusetts, and Dunkin’ Donuts is a new coffee and donut restaurant offering the “world’s finest coffee” for ten cents a cup. Skip ahead 75 years, Dunkin’ remains a beloved brand serving laughs, meals, and joy across 40 global markets. 

“For nearly eight decades, Dunkin’ has adapted to changes in technology, culture, and tastes,” says Inspire Chief Brand Officer and Dunkin’ President Scott Murphy, who has been with Dunkin’ for 20 years. “As we honor Dunkin’s groundbreaking history, I hope we never forget where it all began.” 

To celebrate turning 75 in ‘25, we’re taking a look back at how Dunkin’ has redefined America’s favorite beverage through the decades. 

1940s: American Born & Brewed 

From its earliest days, Dunkin’ was serving food and beverages to fuel Americans on the go. Our Founder, William “Bill” Rosenberg, saw an opportunity to deliver quality food to workers by selling coffee and donuts from a food truck for 15 cents. This combination proved so successful that he was able to retire the food truck and build a permanent restaurant called “Open Kettle” in 1948 – a location that’s still serving guests today in Quincy, Massachusetts. 

Dunkin’ was well ahead of its time, offering in-restaurant seating and adding beverages to the menu. Other shops traditionally only served four varieties of donuts, including plain cake, jelly, yeast-raised, and cruller donuts. In comparison, Dunkin’ offered 52 varieties, running a special donut every week of the year. This early take on culinary innovation is what still inspires us to create unique Dunkin’ offerings that guests can’t get anywhere else (hello Dunkalatte). 

1950s: Enter Dunkin’ Donuts 

Near the end of the 1940s, Bill realized he had something pretty special and started workshopping a new name to better define his business. He solicited ideas at every level of his company, including his architect, Bernard Healy, who pointed out that guests “dunk” donuts into their coffee, leading to the iconic “Dunkin’ Donuts” name. In 1953, Bill even introduced Handle Donuts, designed to live up to the. new name and allow guests to dunk mess-free. 

Just five years later in 1955, Dunkin’ signed its first-ever franchise agreement to open a location in Worcester, Massachusetts. The opportunity to own and operate as a franchisee made entrepreneurship more accessible for aspiring business owners – something Dunkin’ still champions for our franchisees operating in 40 global markets today. 

1960s: 100 Dunkin’ Locations 

Bill quickly recognized the need for franchisee support as more entrepreneurs pursued the American dream – and in 1960, he founded the International Franchise Association (IFA) to create it. Today, it’s the oldest and largest franchising organization in the world known for providing financial advice, advocating best practices, and recognizing the best franchisees in the business.  

By 1963, 100 Dunkin’ Donuts were serving coffee and donuts.  

1970s: Dunkin’ Expands to Japan 

In 1970, Dunkin’ signed its most ambitious franchising agreement yet, opening the first international Dunkin’ in Tokyo, Japan. As the brand grew, so did its menu, adding exclusive new offerings like MUNCHKINS® Donut Hole Treats in 1974 and Dunkin’ Muffins in 1979. 

For the American consumer, the 70s marked a desire for speed and food on-the-go. To help guests fuel up without leaving the car, Dunkin’ introduced its first drive-thru in the 1970s. And in 1979, the brand celebrated 1,000 locations in the U.S. 

1980s: Introducing Fred the Baker 

In 1982, Dunkin’ coined the phrase, “Time to make the donuts!” with an iconic Fred the Baker commercial campaign, featuring a tired but dedicated donut-maker played by actor Michael Vale. The campaign championed Dunkin’s fresh, delicious donuts, airing until 1997. 

1990s: Dunkin’ Meets Baskin-Robbins 

In 1997, Dunkin’ celebrated 3,000 domestic locations. That same year, Dunkin’ officially introduced iced coffee, launching the Dunkin’ COOLATTA® frozen beverages. It also expanded its coffee flavors beyond Bill’s Original Blend to include French Vanilla and Hazelnut. 

2000s: America Runs on Dunkin’ 

The mid-2000s were a big time for Dunkin’ with the launch of the brand’s new slogan, “America Runs on Dunkin’.” In 2006, JetBlue flyers learned they could enjoy Dunkin’ on all domestic flights – a partnership Dunkin’ just celebrated with a wrapped Airbus A320 aircraft. 

2006 also heralded the founding of the Dunkin’ Joy in Childhood Foundation, a nonprofit powered by Dunkin’, franchisees, partners, team members, and guests with the mission to provide the simple joys of childhood to kids battling hunger or illness. Last year, the Foundation awarded $9.5 million in 600+ grants to children’s hospitals and nonprofits, impacting more than two million children. 

2010: Call Us Dunkin’ 

In 2014, Dunkin’ launched its inaugural rewards program ‘DD Perks,’ offering fans the ability to accumulate reward points for every purchase. In 2016, those rewards could include the newly-launched Cold Brew, perfect for those who prefer their coffee cold.  

In 2018, Dunkin’ Donuts did something it hadn’t done in 68 years – it changed its name. Now officially known as Dunkin’, the update reflects Dunkin’s evolution to an on-the-go, beverage-led brand serving more than 2 billion cups of coffee per year. 

2020: Inspire Acquires Dunkin’ 

Inspire welcomed Dunkin’ and Baskin-Robbins to its portfolio in 2020, joining Arby’s, Buffalo Wild Wings, Jimmy John’s, and SONIC. By bringing together a family of complementary yet highly differentiated brands, Inspire enhances the strength of each brand.  

Since joining Inspire, Dunkin’ has shown up in new ways, made it to the Big Game’s big screen (three times!), relaunched its loyalty program, and continued to fuel guests around the world.

  

2025: Celebrating 75 Years 

Today, Dunkin’ is the leading coffee and donut brand in the U.S. with more than 14,000 restaurants around the world – including its first location in France, now serving guests in the heart of Paris.  

75 years later, Dunkin’ is still operating under Bill’s founding mission: to serve a great cup of coffee (including his Original Coffee blend recipe) and delicious food that guests can’t get anywhere else. 

“Birthdays are always exciting, but this one is really special,” says Scott. “For 75 years, we’ve kept America running. And now at Inspire, we’ve created a legacy that connects people, one cup at a time.”