The Strange History of Dunking Donuts
In 1946, Boss and the Workers strike and fight. Husband and wife scream — until the donuts show up
Before “Stop Me If You’ve Heard This One” became the famed song title and chorus refrain crooned by Morrissey for The Smiths, this was the name of a popular 1940s comedy radio series.
The radio show Stop Me If You’ve Heard This One was the creation of actor-humorist Calvin “Cal” Tinney (1908–1993) who in 1948 brought the concept from radio to prime-time post-Word War II American television.
In this 1946 cartoon illustrated booklet, Don’t Quarrel–Dunk! author and funnyman Cal Tinney reveals the meter and sentiment of his jokes, the knee-slappers of his trade.
Please, stop me if you’ve heard this one before.
Tinney’s booklet, a scarce bit of 1940s ephemeral advertising, was the makings of advertising fluff. Heavily-illustrated, it was lighter than a single Munchkin,™ yet more satisfying to sellers of donuts everywhere. Simple, silly, and perhaps fitting the ebullient mood of Postwar America it successfully merged — if not immutably bonded — two things Americans like: donuts and coffee.
And then, Tinney added a twist — “Dunk!”
By 2011 we could easily be defined as a nation of donut dunkers:
“[T]here were 10,083 Dunkin Donuts stores worldwide, including 7,015 franchised restaurants in 36 United States and 3,068 international shops in 32 countries.” — Company Snapshot — Dunkin Donuts
That’s a lot of dunking donuts.
Tinney’s booklet was published in 1946. The first Dunkin Donut shop opened in 1950 in Quincy, Massachusetts.
Popular lore states its founder realized the epic love affair between coffee and donuts, witnessing this at American factories and construction sites. This astute entrepreneur decided a formal marriage needed to be arranged between coffee and donuts, and quickly.
But let’s step back a bit. Here it is, in 1946, Don’t Quarrel–Dunk! Two years earlier, in 1944, during wartime, the Newark, New Jersey Doughnut Corporation of America (the same publishers of this booklet) had issued (pseudonymously?) “You Said a Mouthful.”
Also a booklet, “You Said a Mouthful.” offered a narrative that, loosely interpreted, seemed to suggest patriotic doughboys should patriotically dunk their patriotic donuts into their patriotic coffee.
Don’t Quarrel–Dunk! took it several flying steps further. The War is Over. Everyone should dunk. Repeat after me. Everyone.
- Are you striking on the streets and the cops are hassling you? Labor dispute? Dunk!
- Fighting with your all-female co-workers in the Nylon factory? Dunk!
- Your husband just came home and he is screaming at you because you burned his turkey in the oven? He made you cry? Patch things up, you two. Dunk!
In case the Grand Unification Theory of Dunking Donuts fell unwanted to the floor. Plans B, C, D, E, F, G, etc. were stuffed into this 1946 booklet.
How about giving your favorite American worker a donut sandwich? Slice a donut into two halves. Slather peanut butter and steamed raisins and nutmeats onto each half and make your donut sandwich.
Want to make an Easter egg basket for your children out of donuts? (Of course you do!) Slather icing on your donut (to make a nest) and place colored candy eggs in the center.
Play donut games, while you’re eating your donut sandwiches. Instructions for all: “Pin the Dun-kee.”
Play the “Donut String Kiss Stunt.”
Run a “Donut Balancing Race” with your factory co-workers and friends.
To add firepower to this absurdity, inside front cover, “The National Dunking Association” claimed to have among its illustrious the following members: Bing Crosby, Ozzie Nelson, Frank Sinatra and Jimmy Durante. A regal crew of expert donut dunkers.
Even more ridiculous and shameless promotional bravado is seen within. To further the cause of dunking donuts, the following measured declaration gently turned down the levity to transmit the core message:
“Donuts occupy a unique, ‘special’ place in the affections of all America, old and young; rich and poor. There’s something about the donut… Down the years the donut has remained the traditional symbol of good fellowship, friendliness and good humor. Millions have enjoyed the happy companionship of getting together over donuts and coffee, and dunking.”
This is a tour-de-force and a frightening one at that. The rear wrap of this booklet (not shown) is overprinted with a blasé text-only ad for “Mammy’s Waffle & Donut Shop” on the Atlantic City, New Jersey boardwalk.
Post-war Americans were going to the beaches in the Summer on 1946. Donut dunking education was everyone’s duty, especially if you sold donuts for a living.
And if you did sell donuts for a living, you likely got this booklet gratis from the Doughnut Corporation of America. A local job printer would overprint your donut shop name in the space provided on the back cover of the booklet. You smiled and handed these out your customers.
Don’t Want to Recommend This Article? Dunk!
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Originally published at RareAmericana.com
© 2015 Ian Brabner, Rare Americana. All Rights Reserved.
