August 2010 Franchising World
The International Franchise Association continues its series of articles on the contribution of its leaders and notable franchise systems during its year-long celebration of its 50th anniversary.
Dunkin’ Donuts
In 1950, William Rosenberg founded Dunkin’ Donuts. By 1954, Rosenberg had opened five shops and had been featured as a young entrepreneur in national publications such as The Saturday Evening Post and Coronet magazine. Dunkin’ Donuts is the world’s largest coffee and baked goods chain, serving more than three million customers per day. It sells 52 varieties of donuts and more than a dozen coffee beverages, as well as an array of bagels, breakfast sandwiches and other baked goods.
In 1960, Rosenberg was one of the co-founders of the International Franchise Association. Today, IFA encompasses nearly 1,200 franchise systems, 11,000-plus franchisees and 600 firms that supply goods and services to the industry.
Rosenberg was known as an entrepreneur whose positive attitude, personal intuition and customer focus helped change the business landscape. He came of age during the depression and despite a limited education, his hard work and spirit brought wealth and fame enabling him to become a philanthropist in his senior years. He has been hailed as a “visionary” by Success magazine, and as “the father of franchising as we know it today.”
He died in 2002 at the age of 86.
Dunkin’ Brands Today As of year-end 2009, Dunkin’ Donuts and Baskin-Robbins total global system-wide sales were $7.2 billion. The brands are located in 45 countries with more than 15,000 establishments. In the United States, the two brands have 9,163 locations in 47 states and the District of Columbia. There are 1,896 franchisees and 50 international licensees who employ more than 260,000 people worldwide.
Dunkin’ Brands is represented in IFA by Executive Chairman Jon L. Luther, who serves on the IFA Executive Committee as second vice chairman.
Luther was named chief executive officer of Dunkin’ Brands in 2003, chairman in 2006, and three years later assumed the role of executive chairman.
Since joining Dunkin’ Brands, Luther has led the transformation, revitalization and global expansion of the company’s two iconic brands—Dunkin’ Donuts and Baskin-Robbins. Under his direction, stores have been completely “re-concepted” with contemporary designs that also honor both brands’ heritage. Luther rolled out a portfolio of flexible store formats that opened the door to growth in non-traditional locations, such as stadiums, airports and universities. He stepped up the company’s research capability with a consumer insights group, and refocused and re-energized the brands’ marketing initiatives, leading to the 2006 launch of Dunkin’ Donuts’ award-winning marketing campaign, “America Runs on Dunkin’.” Luther led the expansion of Dunkin’ Donuts from its core region in the Northeast to key markets across the United States, and the dramatic growth of both brands’ international business.
Prior to joining Dunkin’ Brands, Luther was president of Popeyes Chicken & Biscuits, then a division of AFC Enterprises.