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After several years without a Dunkin’ store, a Massachusetts town is celebrating the return of the New England classic in a big way.
The Town of Stow is changing its name to Dunkin’ for a day to mark the grand opening of the town’s new Dunkin’ store. Eager customers waited outside in the wee hours of the morning to get their first orders in.
“We couldn’t sit in our house and think that someone else might be here,” one customer told NBC Boston.
The town used to have two locations, but they closed within 30 days of each other in 2022.
The town’s status as a so-called “Dunkin’ Desert” went viral that year when WBZ NewsRadio’s Matt Shearer posted a funny TikTok video poking fun at the town’s predicament, sparking national media coverage.
Watch the viral TikTok video below:
@wbznewsradio Our thoughts are with the people of Stow, MA. #StowMA #Massachusetts #NewEngland #Boston #MaynardMA #SudburyMA #ActonMA #HudsonMA #Dunkin #MassachusettsCheck #MassachusettsTikTok ♬ original sound – WBZ NewsRadio
Mark and Megan Pesce, who operate multiple Dunkin’ franchises in the Greater Boston area, purchased 108 Great Road in Stow last August – the site of the long-closed Beef ‘N Ale restaurant on the Lower Village Common.
“As soon as we heard the two stores in Stow had closed, we wanted to fix that,” Megan Pesce told select board members.
The couple asked the board to adopt Dunkin’ as the town’s name in honor of their store’s grand opening celebration, which will be held on July 24, from 10 a.m. to 1 p.m., with a ribbon cutting at 11 a.m.
There will be giveaways, like 100 days of free coffee for the first 100 Dunkin’ Rewards members in line, a live unveiling of the “Dunkin’ Desert” gallery wall and the presentation of a $5,000 check to the Stow Food Pantry.
“When the story did come out, 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,” Select Board Member Dan Peterson said. “I guess our prayers have been answered.”
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