William Rosenberg

Nation's Restaurant News, Feb, 1996 by Robin Lee Allen

It was one of Dunkin' Donuts executive vice presidents who whispered to Rosenberg that the group -- largely made up of executives from big franchising companies -- could not just throw $100 down and hope to get the money approved. The IFA eventually was founded with a $10 donation from each attendee.

"He founded it because franchisors could not get their ads into The Wall Street Journal until they cleaned up their act," said Bill Cherkasky, president of the IFA Educational Foundation, who served as IFA president from 1980 to 1995. "He founded it as a protective organization ... and to make sure people viewed franchising as a clean business," he continued. "His first efforts were in the legal field. He said that's where they need to put their resources, and he was right."

He also was right about the importance of including franchisees -- something he tried to accomplish as the group's second president and again when his son, Robert, was president in 1970. It was not until 1993, amidst a landslide of franchise-related legislation, that his argument was accepted.

C. Stephen Lynn, now chairman and chief executive of Shoney's in Nashville, Tenn., was head of Oklahoma City-based Sonic Corp. and about to begin his IFA presidency when he went to visit Rosenberg at his Cape Cod home.

"During the two and a half days I brought up the idea of letting the franchisees in," Lynn said. "And he jumped all over that in a positive way and made me aware that he had put that in the original bylaws. He felt passionately that the franchisees needed to be included. He was very supportive, and that gave me the energy, confidence and [security] to go forward with that."

He added: "I love and respect him, his strength and his determination. He has a few rough edges, but I quickly look at him and his heart and passion. When I think about growing old and the sort of person I'd like to be, he comes to mind."

In April, Rosenberg, who turns 80 in June, will gather with Dunkin' Donuts officials and franchisees to celebrate the company's 50th anniversary. Although no longer active in day-to-day operations, he is far from forgotten.

"Literally, the love that everyone within the system has for him is quite remarkable," franchisee Siegel remarked. "And there's no doubt how much he cares about the system."

Or about the IFA.

"We had a love-hate relationship," Cherkasky said. "He loved me for what I was doing but hated me for not doing it fast enough. He's very impatient guy, but he has a heart of gold and a purse to match. He's always contributed more generously to the IFA and its Educational Foundation than anybody else."

In 1962 Rosenberg, who was participating in an expert panel on franchising, was asked if there were still any opportunities left in the industry.

"I said, `Are you kidding?' " he recounted. " `There are so many segmented industries that could be put together in franchises. There's real estate, undertakers...' "

Several years later a man who had been in that audience thanked him for his fortune. He had founded, grown and sold Century 21 after listening to Rosenberg.