Where have you gone, Fred the Baker?

Rachael Ray is the new face of Dunkin' Donuts. Among things I cannot fathom, this right up there with Brit shaving her head, or Tuna Wellington. First of all, unlike, say Estee Lauder, Dunkin' Donuts had gotten along just fine without a face. Second, and more important, Dunkin' Donuts is a regional chain. They do have them outside of the broadcast range of WEEI, but it just ain't the same. Is the same chain that purveys the official breakfast sandwich of the New England Patriots really putting a Jet/Giant fan on billboards? Also, it is really hard to see how this works out for Rach. Esp in the wake of Starbucks hegemony, Dunkin' donuts is resolutely blue collar. You could replace the diatribe Woody Harrelson delivers in The People vs. Larry Flynt about his publication vis a vis Playboy with Dunkin' and Starbucks, and get the general idea. Dunkin' Donuts is about delivering an heroic dose of caffeine, sugar and fat to the masses so they can go out and do their jobs. The culture of Dunkin' is the culture of work and the workplace, while Rach seems to be about home, and something approximating leisure. More important, even if she does take shortcuts, Rach seems to be about doing things yourself, so it's hard to see how that translates to a fast food outlet. First Trupiano, and now this. That guy who sold his allegiance to the Devil Rays might be on to something.

Update: Worse and more of it. With NHL games shifting to the Food Network next year, we have uneasy joint appearances with Rach and Cam Neeely to look forward to.