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Before Dunkin’ became a household name for coffee and donuts, its founder tried to build a fast-food business around a TV puppet.
William Rosenberg, who founded Dunkin’ Donuts, launched Howdy Beef N’ Burger in New England in 1961. At its peak, the chain had about 30 locations, some of which operated alongside Dunkin’ Donuts.
The retro chain was originally called Howdy Beefburger before changing to Howdy Beef N’ Burger, according to reports.
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The regional chain took its name and mascot from Howdy Doody, the beloved cowboy marionette who starred in a children’s show that aired on NBC from 1947 to 1960, according to food website Chowhound.
The show featured the puppet and human characters in skits and songs before a studio audience of children known as the “peanut gallery.”
The chain took its name and mascot from the TV puppet Howdy Doody. It launched as Howdy Beefburger before later changing its name to Howdy Beef N’ Burger. (Noah Webster House & West Hartford Historical Society)
Aside from burgers and fries, the chain also served a signature Big “B” burger.
It also served roast beef sandwiches, fried chicken, shakes and New England seafood dishes such as clam strips, chowder and lobster rolls, according to the food history blog Burger Beast.
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Promotions leaned into the chain’s family appeal. A Boston Globe ad, cited by The Takeout, promised diners could “feed the family on just pocket change.”
The chain also offered burger deals and prizes, giveaways and buttons for children, according to reports.
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But Howdy’s reportedly faced competition from McDonald’s, plus Rosenberg’s company had other ventures to manage, including seafood, pancakes and deli businesses.
“The Howdy Doody Show,” a popular NBC children’s program, aired from 1947 to 1960. (Bettmann)
When his son Robert became company president in 1963, he began narrowing the company’s focus to Dunkin’ Donuts, Chowhound reported.
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While Dunkin’ continued to grow, Howdy’s faded, with some locations sold off to other restaurant chains.
A Quincy, Massachusetts, restaurant became a Wendy’s in 1979, according to Burger Beast.
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By the 1980s, the chain had largely disappeared, according to Chowhound.
Today, the New England burger chain survives in vintage ads, nostalgic memorabilia and diners’ memories.
Long before the Dunkin’ most Americans know today, founder William Rosenberg launched a regional burger chain. (Jeffrey Greenberg/Universal Images Group via Getty Images)
Howdy Doody wasn’t the only fictional character to inspire a restaurant, though.
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Bubba Gump Shrimp Co. draws on the 1994 film “Forrest Gump,” while Central Perk Coffee Co. recreates the café from the series “Friends.”
Meanwhile, Tony Soprano’s, an East Coast pizza chain, is themed around “The Sopranos,” according to The Takeout.