"Time to make the donuts"

Dunkin’ Donuts had an advertising campaign (1982-97) that featured “Fred the Baker” (actor Michael Vale). In one memorable 1983 commercial, Fred was shown to get up very early in the morning to do his job. Still half asleep, Fred mumbled, “Time to make the donuts.” Time to Make the Donuts: The Founder of Dunkin Donuts Shares an American Journey (2001) was the title of the autobiography of Dunkin Donuts founder William Rosenberg (1916-2002).

Although “Fred the Baker” character was retired in 1997 and actor Michael Vale died in 2005, the catchphrase “time to make the donuts” is still used by those who wake up early or who work at a monotonous job. “Time to make the donuts” is trademarked, with a first use from March 28, 1983.

Dunkin’ Donuts
Dunkin’ Donuts is an American global doughnut company and coffeehouse chain based in Canton, Massachusetts. It was founded in 1950 by William Rosenberg in Quincy, Massachusetts. Its logo is two D’s side by side in orange and hot pink.

OCLC WorldCat record
Time to make the donuts
Author: William Rosenberg; Jessica Brilliant Keener
Publisher: New York : Lebhar-Friedman Books, ©2001.

E! Online
Dunkin’ Donuts Mascot Dead at 83
by Sarah Hall Wed., Dec. 28, 2005 2:30 PM PST
Michael Vale, who portrayed the bleary-eyed Dunkin’ Donuts mascot Fred the Baker in the chain’s television commercials for 15 years, has died at 83.
(...)
Born in Brooklyn, Vale began his acting career by studying at the Dramatic Workshop in New York City alongside classmates including Tony Curtis, Ben Gazzara and Rod Steiger.
He appeared in more than 1,300 television commercials, several Broadway productions and a number of films, including 1976’s Marathon Man and 1957’s A Hatful of Rain, but his most notable role was undoubtedly his Dunkin’ Donuts gig.

From 1982 through 1997, Vale appeared in commercials for the Canton, Massachusetts-based coffee-and-doughnut chain, delivering his trademark line—“time to make the donuts”—with an air of weary resignation as he prepared to whip up a batch of breakfast treats in the wee hours of the morning.

Google Books
Encyclopedia of Junk Food and Fast Food
By Andrew F. Smith
Westport, CT: Greenwood Press
2006
Pg. 84:
In 1983 they had incredible success with the release of a commercial of Fred the Baker (played by Michael Vale) saying “Time to make the donuts.” This was honored by the Television Bureau of Advertising as one of the five best commercials of the 1980s.

YouTube
1983 - Dunkin Donuts
Uploaded on Nov 14, 2008
Time to make the donuts with (the late) Michael Vale as “Fred the Baker.”

Government Executive
Want to Innovate? 4 Ways to Stimulate Creativity
By Sarah Agan September 26, 2013
Do you ever feel like that guy Fred from the 1980s Dunkin Donuts commercials? He awakes to the shrill of an old school alarm clock: eyes pop open and before it’s clear he’s even awake, out of his mouth comes“time to make the donuts.” He gets up, shuffles around and continues in a mono-toned muttering “it’s time to make the donuts.” There is another version of him leaving his house, coming home, leaving his house, coming home. He does this, day after day after day - and he makes really great donuts.

Ever feel like that? Feel like you are doing the same thing, over and over and over?

Twitter
Gary Alexander
‏@garyalexander71
Time to make the donuts (love that commercial!!)
12:32 PM - 27 Sep 13

(Trademark)
Word Mark TIME TO MAKE THE DONUTS
Goods and Services IC 042. US 100. G & S: RESTAURANT SERVICES. FIRST USE: 19830328. FIRST USE IN COMMERCE: 19830328
Mark Drawing Code (1) TYPED DRAWING
Serial Number 73714702
Filing Date March 4, 1988
Current Basis 1A
Original Filing Basis 1A
Published for Opposition August 16, 1988
Registration Number 1512142
Registration Date November 8, 1988
Owner (REGISTRANT) DUNKIN’ DONUTS INCORPORATED CORPORATION DELAWARE P.O. BOX 317 RANDOLPH MASSACHUSETTS 02368
(LAST LISTED OWNER) DDP IP HOLDER LLC LIMITED LIABILITY COMPANY DELAWARE 130 Royall St. Canton MASSACHUSETTS 02021
Assignment Recorded ASSIGNMENT RECORDED
Attorney of Record Stephanie K. Wade
Type of Mark SERVICE MARK
Register PRINCIPAL
Affidavit Text SECT 15. SECT 8 (6-YR). SECTION 8(10-YR) 20090619.
Renewal 1ST RENEWAL 20090619
Live/Dead Indicator LIVE