A young, optimistic Russian blacksmith named John Weise migrated to Detroit in the late 1920s, just in time for the Great Depression. Its stranglehold on manufacturing hit the automotive blue collar workforce particularly hard. Nobody was hiring blacksmiths.
Weise struggled but found work where and when he could, learning English as he went along. By 1938, Weise decided to take a risk and go into business for himself. He borrowed some money, bought some equipment, and went into the doughnut and coffee shop business which would eventually make him a wealthy man.
Weise named his new business The New Era as an optimistic gesture for shaking off the bad luck he had experienced in America during his first decade here. His first retail shop was on Bates St. at Cadillac Square. Because of the war in Europe, Detroit factories and businesses were once again bustling with activity. His foresight paid off. The shop was packed from its opening day with customers lining up outside for a quick and inexpensive breakfast.
In 1942, Weise partnered up with Frank Reed and together they opened a second, larger operation in the lobby of the Hammond Building. Both of the shops were branded as Qwikee Donut and Coffee Shop. The new name with its quirky spelling was an effective marketing detail emphasizing their speed and convenience. Their trademark name on their bright, neon signage lit up even the grayest, bone-chilling Detroit mornings.
High-rise office workers soon discovered they could pop in and out in minutes for hot coffee and warm donuts. Downtown shoppers found a convenient place in the shopping loop to take a break and grab a quick bite with some fresh brewed coffee. Qwikee hot chocolate with whipped cream was a favorite with kids in the winter.
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| "Get Your Daily Dozen" was their slogan. |
Space was limited in the early shops and restaurant seating took up too much space. The pace of life downtown quickened when the United States entered World War Two. Frank Reed had the idea to install stand-up counters along the walls for their busy customers. Daily editions of the Detroit News, the Free Press, and the Times were enclosed behind glass cases mounted across the walls for the convenience of customers who preferred to stand, slam down a quick cup of coffee and a doughnut, read the headlines, and dash off to work. Reed's second location served 5,000 to 6,000 customers daily.
With the demolition of the Hammond Building in 1956, Weise and Reed opened another larger shop on Grand River Boulevard at State Street. Soon other shops opened. There was one at 222 W. Congress St., one in the Guardian Building, one in the Fisher Building, and the largest shop at State and Griswold St. At that location, sandwiches and warm lunch plates were dispensed with self-service automat machines. Hot dishes with gravy like meatloaf, roasted chicken, and roast beef were popular menu items.
Qwikee Donut expanded their menu to include sandwiches and soups and adopted a cafeteria-style format. At the height of their popularity, Qwikee Donuts numbered five or six locations in the downtown loop serving 20,000 dozen donuts a week. The Grand River Avenue location became a hangout for generations of Cass Tech
and other students looking for a warm, dry, convenient place to wait for the bus home
which might take over an hour. Since it was after the lunch rush, the owners welcomed their steady business. Better to have customers than an empty shop.
The local doughnut chain became famous for their large, warm, and delicious donuts. You could get them plain, powder-sugared, cinnamon-sugared, iced with chocolate, vanilla, cherry, or orange frosting. Others were glazed and dipped in chopped nuts. They also served jelly and custard-filled doughnuts. Custard-filled were only served in the winter because the summer heat was too dangerous. The filling might spoil and make people sick.
Qwikee Donuts also served sandwiches and soups. Bean and pea soups were popular in the winter, and lighter soups like French onion were served in the summer. Chicken noodle and chili were year-round favorites. All soups were served in crockery bowls. Food was served on plates, and the utensils were stainless steel--never plastic. Sandwiches were traditional and served on sliced white or whole wheat bread from the nearby Wonder Bread bakery. Peanut butter & jelly, egg or tuna salad, and ham, turkey or roast beef with cheese were the standard sandwiches.
Weise and Reed together may have helped revolutionize the fast food business. Their most notable neon marquee sign was mechanical and one of the top three greatest signs in Detroit behind the Vernor's Sign on Woodward and the red and yellow neon, pulsating Flame Show Bar entrance in Paradise Valley. The Qwikee Donut sign had a hand dunking a doughnut into a simulated, steaming cup of coffee, all outlined in neon. That doughnut went up and down all day and never got soggy! The bright sign, co-mingled with the smell of warm doughnuts and freshly brewed coffee, was irresistible.
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| Original Quikee Donut owner John Weise. |
When the Detroit Free Press interviewed John Weise in 1959, he said, "An office boy or girl can come into (our shops) and pick up a dozen cups of coffee and a bag of doughnuts for the entire office staff and be back (to work) before the boss (realizes they are gone)."
John Weise and his partner Frank Reed parlayed their original shops into a million-dollar enterprise that became part of the fabric of downtown Detroit's daily life for decades. When Frank Reed suffered his first heart attack in 1956, he sold his interests in the company to his partner Weise.
Sometime in the 1960s, Weise sold his interest in Quikee Donuts to Joe Hermann and Sons who were in the baking business. Thereafter, he retired. With the decline of downtown business activity in the seventies and eighties, and the loss of downtown shoppers to suburban shopping centers, Qwikee Donuts downtown went quietly out of business in the mid-1980s.
I was told by former Quikee Cafeteria employee, Chris Bosley, that the Hermann family, Albert, his wife Judy, and his sons Rick, Scott, and daughter Shelley, took their company with their new branding to the suburb of Southfield in the late 70s or early 80s.
They closed their downtown operations but kept the commissary on Grand River Avenue open to supply their cafeterias with fresh made doughnuts, soups, and sandwiches which they delivered daily to their various locations. The cafeterias were popular and stayed in business until the early 2000s when Albert retired and sold off the business.
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Founder John Weise died at the age of fifty-three on Monday, October 3, 1966, leaving behind his wife Gilda, his sister, three daughters, and three grandchildren. Mr. Weise is buried in White Chapel Memorial Park Cemetery in Troy, Michigan.
Co-founder Frank Reed suffered a heart attack aboard the ocean liner Queen Elizabeth II en route to Great Britain to begin a European tour. Mr. Reed died August 16, 1979 at the age of seventy-seven leaving behind his wife Hazelle, two brothers, and a sister. He is buried in Palm Beach, Florida.
