You’ve probably seen the glowing pink and orange sign a thousand times. Maybe you’re holding a medium iced coffee right now, wondering how a brand becomes so inescapable. Most people assume a giant like this must have sprouted from the concrete of a major city like New York or Chicago. They’re wrong.
The story starts in a place much more unassuming.
Dunkin' was founded in Quincy, Massachusetts. If you aren't from New England, you might not even know where Quincy is. It’s a blue-collar city just south of Boston, known more for its granite quarries and being the birthplace of two U.S. presidents than for international commerce. But in 1948, a man named William Rosenberg looked at the hungry shipyard workers in Quincy and saw an opportunity that eventually changed how the world drinks coffee.
The "Open Kettle" Era: Before the Name We Know
Honestly, the brand didn't even start as Dunkin'.
In 1948, Rosenberg opened a small shop at 543 Southern Artery in Quincy. He called it Open Kettle.
He wasn't some corporate executive with a five-year plan. He was a guy who had dropped out of school in the eighth grade to help his family during the Great Depression. He’d done everything—delivered telegrams, sold ice cream, worked as an electrician at the Quincy shipyards.
During the war, he noticed something simple: workers wanted a decent lunch. He started a catering business called Industrial Luncheon Services, serving sandwiches and coffee out of old telephone trucks.
He realized something specific.
Half of his sales were coming from just two items. Coffee and donuts.
He decided to bet everything on that observation. He poured $5,000—which was a lot of money back then—into opening Open Kettle. He sold donuts for five cents and a "premium" cup of coffee for ten cents.
Where Was Dunkin Donuts Founded and Why the Name Changed
Two years later, in 1950, Open Kettle became Dunkin' Donuts.
Why? Because Rosenberg was a stickler for how people actually ate his food. He noticed customers constantly dunking their donuts into their coffee. It’s a messy, satisfying habit that felt personal to the people of Massachusetts.
He wanted the name to reflect the experience.
It worked. By 1954, he had five locations. He wasn't just selling sugar; he was selling a ritual. While his competitors offered maybe four types of donuts, Rosenberg pushed his bakers to make 52 different varieties. One for every week of the year.
He was also obsessed with quality in a way that felt almost paranoid for the time. He insisted on using real cream. He bought high-grade coffee beans that cost him double what other shops were paying. He believed that if you gave a working-class person a premium experience for a few cents, they’d come back every single day.
He was right.
The Original Location Still Stands
You can actually still visit the birthplace.
The shop at 543 Southern Artery in Quincy is still there. It’s not some abandoned historical plaque; it’s a fully functioning Dunkin’. In the early 2000s, the company restored it to look like it did in the 1950s.
- The Vibe: Retro stools, vintage neon, and that specific mid-century aesthetic.
- The Location: It sits on a busy stretch of road, surrounded by the same kind of "on-the-go" energy that sparked the idea in the first place.
- The Modern Twist: While it looks like 1950, it has the modern "tap" system for nitro cold brew.
It’s a weird, cool bridge between the past and the future.
From Quincy to Global Domination
By 1955, Rosenberg started franchising. This was a radical move at the time. He actually helped found the International Franchise Association because he believed so strongly that the "mom and pop" feel could be scaled if the standards were high enough.
By the 1960s, the brand was going public. By the 1970s, it was in Japan.
Fast forward to today, and the numbers are staggering.
We're talking over 13,000 locations in roughly 40 countries.
But if you look at the map of Massachusetts, you'll see the highest density of shops anywhere on Earth. In some towns, there is a Dunkin' on both sides of the street. This isn't an accident. It’s a reflection of the brand’s "home court" advantage.
Dropping the "Donuts"
In 2019, the company made a move that upset a lot of traditionalists. They officially dropped "Donuts" from the name.
Now, it’s just Dunkin'.
It felt like a betrayal to some, but from a business perspective, it was a move toward reality. Over 60% of their sales now come from beverages. They aren't a bakery that sells coffee anymore; they are a beverage company that happens to have snacks.
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They wanted to compete with Starbucks, but without the "third place" philosophy. Starbucks wants you to sit on a leather couch and write a novel. Dunkin' wants you to get your caffeine and get out so you can get to work.
That "hustle" mentality is exactly what Rosenberg saw in the Quincy shipyard workers back in 1948. The name changed, but the spirit stayed the same.
Why Quincy Matters for the Future
Quincy isn't just a piece of trivia. It’s the DNA of the company.
When you understand that Dunkin' was founded to serve people who didn't have time to wait, you understand why their app is so aggressive and why their drive-thrus are designed for speed.
They are leaning into that "America Runs on Dunkin'" slogan harder than ever. As of 2026, they've introduced things like "Protein Milk" and high-speed tap systems to cater to a generation that is even more rushed than the 1940s shipbuilders.
What You Should Do Next
If you’re a fan of the brand or just a business nerd, there are a few ways to actually engage with this history:
- Visit the OG: If you're ever in the Boston area, drive the 20 minutes south to Quincy. Grab a coffee at 543 Southern Artery. It’s one of the few places where "corporate history" feels like a real neighborhood spot.
- Look for the "52": Most modern Dunkin's don't carry 52 varieties anymore because of supply chain efficiency, but some "Next Gen" stores are bringing back larger bakery displays. See if your local spot is one of them.
- Study the Franchise Model: If you're an entrepreneur, look into William Rosenberg’s philosophy on "Positive Mental Attitude" (PMA). He wrote a book about it. It’s a masterclass in scaling a simple idea through sheer willpower.
Dunkin' didn't start in a boardroom. It started on a dusty road in a shipyard town because a guy noticed people like to dip fried dough into hot water. Sometimes, the biggest empires have the simplest beginnings.
Actionable Insight: The next time you're frustrated by a small detail in your own business or project, remember Rosenberg. He didn't invent the donut or the coffee bean. He just noticed the dunk. Watch how your customers actually use your product—the "mistakes" they make might just be your next billion-dollar brand name.