Dunkin’ Donuts Didn’t Want Iconic Doughnut Sign to Ruin Look of Its, Um, New Doughnut Shop

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Because that makes perfect sense. Photo: jaubele1/ flickr

For the first time in its 64-year existence, the fast-food chain is making inroads throughout California, particularly in areas that are already home to several wonderful doughnut vendors. In order to build its forthcoming store at 5590 Seventh Street in Long Beach, Dunkin' Donuts announced it'd first need to dismantle the giant doughnut that's been suspended above the Daily Grind drive-through for more than 50 years before tearing down the building on the parking lot beneath it. So, basically, the company that's currently pushing a garish, heart-shaped brownie-batter specimen wanted no part of the enormous pink doughnut that's been around for as long as anyone can remember. Locals, you may imagine, weren't having it.

"Doughnuts make people happy," vintage store owner Kathleen Schaaf told the Press-Telegram. "Why would they want to get rid of the beautiful doughnut in the sky?"

The reason why, developers and the franchisee explained, is that "the company is now more focused on coffee and breakfast than doughnuts," so keeping the old pink one hovering above the new store would just confuse everyone.

Concerned citizens passed a petition, however, and now it's been decided that the very large doughnut (which was once a carb-y beacon for a mini-chain called Mrs. Chapmans Angel Food Donuts) will be taken down and turned over to the city of Long Beach.

We understand now that theres a lot of emotion around the doughnut," says the managing partner of the incoming franchisee. "The last thing we want to do is be viewed as the guys that killed the doughnut.

Seems like everyone is on the same page.

Long Beach Retro Row merchants rally to save giant iconic doughnut [Press-Telegram]
Dunkin' Donuts hands fans of giant doughnut sign a sweet victory [L.A. Times]
Earlier: Dunkin' Donuts Expanding to California Even Though California Already Has Better Doughnuts