Stow, Massachusetts, made a bold branding move today in celebration of a Dunkin' opening: it temporarily rebranded itself as Dunkin', Massachusetts, ending a period since late 2022 when residents had no local Dunkin' establishment to frequent, as reported by WHDH News. The town garnered the nickname "Dunkin' desert" after the closure of its last Dunkin', but that changed with the ribbon-cutting for the chain's newest location, replacing what was once the Beef 'N Ale restaurant.
This one-day name alteration was not just a PR stunt for the town, Dunkin' lovers, showing their commitment, lined up early, some overnight, to be among the first to enter the new Dunkin' establishment – with a reward for the first 100 patrons in the shape of a significant caffeine bounty: 100 days of free Dunkin' coffee, this according to the same WHDH News piece. Megan Pesce, who with Mark Pesce operates several Dunkin' franchises in the Greater Boston area, expressed enthusiasm about bringing the Dunkin' brand back to Stow, emphasizing the retention of the locale's beloved porch which was previously a feature of the Beef 'N Ale.
The celebration went beyond the local population to reach a wide audience, with even former residents tuning in from as far as California to witness the event, according to a WCVB report. The Dunkin' name change held symbolic value too, being a playful nod to the intense loyalty and almost cultural significance of the chain in New England. This event followed a formal vote by members of the Stow Select Board, who recognized the playful branding opportunity as a source of community pride and celebration.
Mark and Megan Pesce's involvement in reviving the Dunkin' presence in Stow was seen as a response to community desire and perhaps an answer to the collective longing of the town's caffeine aficionados, Select Board member Dan Peterson reflected on the outpouring of support received during what might be described as the town's caffeine-deprived era, the Select Board member was quoted by WCVB, saying that when the closures were first announced, "I had friends from the Massachusetts area who moved to California, and from all the way there they let us know they were praying for us," he added, "I guess our prayers have been answered."
