William Rosenberg - Time to Make the Donuts: The Founder of Dunkin Donuts Shares an American Journey

Time to Make the Donuts

William Rosenberg

with Jessica Brilliant Keener

One of the greatest entrepreneurs of our timeself-made multimillionaire, founder of Dunkin Donuts and the International Franchise Association, successful horse breeder and cancer survivorshares his life stories, the sweat and grit behind an American journey.

Copyright 2001 William Rosenberg and Jessica Brilliant Keener All rights reserved. No part of this work covered by the copyright hereon may be reproduced or used in any form or by any means graphic, electronic, or mechanical, including photocopying, recording, taping, or information storage and retrieval systemswithout the written permission of the author.

Originally published in hardcover by Lebhar-Friedman Books.

Cataloging-in-Publication Data on file at the Library of Congress ISBN 0-86730-861-3 Designed and typeset by Cape Cod Compositors, Pembroke, MA

Visit www.jessicakeener.com

CONTENTS

Lifetime Honors and Awards

Industry Leaders Rave about Bill Rosenberg

A Word Before We Begin

Chapter 1 Modest Means

Chapter 2 Full-time Work

Chapter 3 From Small-to Big-time Manager

Chapter 4 Hingham Shipyard

Chapter 5 On My Own

Chapter 6 Expanding Industrial Luncheon Service

Chapter 7 Dunkin Donuts: The First Five Stores

Chapter 8 Franchising

Chapter 9 Satellites, Organizations, and Standards

Chapter 10 Going Public

Chapter 11 A New Venture

Chapter 12 Breeding Excellence

Chapter 13 From North Carolina to the Philippines

Chapter 14 Senior Statesman

A Word After

Guiding Principles and Philosophies

Co-Authors note

LIFETIME HONORS AND AWARDS

Industry Leaders Rave About Bill Rosenberg

Bill Rosenbergs story is truly inspirational. He started with a donut, he worked hard, and he built an empire. Fred Deluca, Founder of Subway

"The food industry has to salute Bill Rosenberg as one of the first, true food service people who elevated the donut industry from a mom-and-pop business to a corporate public business. In so doing, he brought franchising to new heights and made many of the so-called mom-and-pop thinkers into sophisticated and wealthy businesspeople. It is a lot to say for one man in his time, but Bill was a big enough man to carry it." Dave Friedman Chairman Paramount Restaurant Supply Corp. Winter 2001

"Bills vision to create an association that would serve as the Voice of Franchising was not something that just popped into his mind in 1960; it was an idea that followed the natural course of his dream to establish a forum where all in franchising could come and find common ground.

Those who today, and in the future, engage in franchising owe a great debt to a man who is much more than a pioneer of the franchise concept. He is the embodiment of the American free enterprise dream and, at the same time, a guiding light for all who believe that fairness, honesty, and integrity in business relationships are the bedrock of franchising." James H. Amos, Jr., CFE President & CEO, Mail Boxes, Etc. 2001 Chairman, International Franchise Association

"In any lifetime of length and variety, one is destined to meet memorable men, leaders whose dynamic personalities and unlimited accomplishment leave a heavy imprint on those privileged to know and work with them. Ive met such a man, and his name is Bill Rosenberg. " Stan Bergstein, executive Vice President, Harness Tracks of America, February 2001

Bill is the greatest businessman I know, as well as a friend. His ability to motivate people is always with the intent of helping the greater good. Manuel Andrade, multiple Dunkin Donuts franchisee owner

Bill Rosenbergs name will always be synonymous with the creation of the International Franchise Association. His vision and dedication to the principles of free enterprise have withstood the test of time. Don J. DeBolt, President, International Franchise Association

Bill Rosenberg is the consummate entrepreneur. He does not understand that it cant be done and has set a standard that we can all aspire to. Sidney J. Feltenstein, Chairman and CEO, Yorkshire Global Restaurants

Bill Rosenberg had the courage, vision, and passion to found one of the worlds most enduring and best-loved brands. Jack Shafer, CEO, Allied Domecq QSR

From franchising donuts to curing cancer, Bill Rosenberg has a remarkable gift for finding solutions to difficult problems in order to benefit others. David G. Nathan, M.D., President Emeritus, Dana-Farber Cancer Institute

Bill Rosenberg always takes time to share his wisdom. This book is an example of him sharing once more. JoAnne Shaw, President, Coffee Beanery, Ltd.

When Bill Rosenberg talks, I listen. When he gives advice, I follow it to the letter. When he writes a book, Ill read every word... at least twice. There never has been, and never will be, anyone like him in our world of franchising. Bud Hadfield, Founder of Kwik Kopy

Bill Rosenberg epitomizes all the best things about franchising. If everyone followed his formula, they would be that much better off. William Cherkasky, CFE, President Emeritus, International Franchise Association Educational Foundation

Bill Rosenbergs story is an inspiration to all of us. He is a superb motivator for anyone who thinks about striving to achieve. Ronald Harrison, Senior Vice President of Global Diversity and Community Affairs, PepsiCo, Inc.

Word Before We Begin

B ack in the late 1960s, Mario Puzo, the author of The Godfather , said to me, Bill, I want to write your story. Youve got a hell of a story to tell. I said, Thanks, Mario, but Im too busy right now. Mario and I had struck up a friendship at a weight-loss clinic we both attended in North Carolina. I was growing Dunkin Donuts, which I founded in 1950, and the business was expanding so fast I didnt have time to stop and reflect about my life. I had too much going on. At the heart of things, Im a man of action. I like results. But Marios offer tempted me because I had read some of his earlier books and thought he was a fantastic writer. Not long after he asked to write my story, he stunned the world with his book about the Corleone family and gave Hollywood producers one of the best runs for their money. It gave me a thrill when Mario wrote on my copy of The Godfather: For Bill, one of the few men I wish I was like and who helped save my life at Durham.