FOOD NEWS
Dunkin's Failed 1953 Donut Deserves A Second Chance
BY Josie Dlugosz
The name Dunkin' Donuts is said to have originated from the act of dipping donuts into coffee, and early Dunkin' promoted this combo in 1953.
Founder William Rosenberg invented the Q-shaped original "dunkin' donut" to ease the dipping process. While the idea didn't last, it might deserve another chance.
When Dunkin' was founded in 1948, customers used to sit at the counter to enjoy their orders. The coffee was served in wider ceramic mugs instead of to-go paper cups.
This is why the Q-shaped, handled donut was an important part of the Dunkin' experience: customers could dip each end of the donut into their coffee until only the handle remained.
While many doubted the Q-shaped donut would succeed, Rosenberg held fast to his belief. It seems he was right in the end, as his donut lasted from the '50s to 2003.
Unfortunately, the pastry was discontinued as the Q-shaped donut required additional attention to make, and the classic counter-and-barstool setup was disappearing by 2003.