NEW YORK (AP) — Don’t expect to see Dunkin’ Donuts revive its famous “Time to make the doughnuts” ad campaign anytime soon.
Paul Carbone, chief financial officer for Dunkin Brands Group Inc., said at the Jefferies Global Consumer Conference Tuesday that the company gets asked all the time when it’s going to bring back the ad starring the perpetually tired baker who gets up early every morning to make doughnuts.
“He’s not coming back,” Carbone said, noting that the chain has shifted toward beverages, which are the “holy grail” when it comes to profitability.
Dunkin’ says the “Time to make the doughnuts” ads ran for 15 years until 1997, when the actor who played Fred the Baker announced his retirement under a giant inflatable doughnut in Boston.
The actor, Michael Vale, died in 2005.