Chock full o'Nuts

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Chock full o'Nuts was a hugely popular chain of lunch counters in New York City that spawned a brand of coffee. The chain was founded by William Black (1903-1983), a Russian immigrant who sold nuts in Times Square during the Depression to theatre-goers on the discount ticket line. In 1926, he opened a store on Broadway and 43rd Street began selling coffee and sandwiches. It was an early prototype of fast food, and quickly successful. By the 1960s, the chain boasted about 80 restaurants in the New York City area. Cleanliness was a big selling point and the sandwiches were advertised as "untouched by human hands." (Cooks used tongs to assemble them.) Sandwiches, like the nutted cheese sandwich, made of cream cheese and chopped nuts on dark raisin bread, cost a nickel with a cup of coffee.

Mark Pendergast's history of coffee, "Uncommon Grounds," recounts that when coffee prices went up in the 1950s, Black, like other restauranteurs, held to a 5-cent cup of coffee by watering the famous brew. But he soon broke ranks and raised the price, announcing that he refused to compromise on quality.

In 1953 the coffee brand was introduced to supermarkets. Jackie Robinson ultimately became a manager within the company. In 1961 instant coffee of the Chock full o'Nuts brand was introduced. In the 1970s, the lunch counters went out of business one by one, overtaken by burgers and pizzas. After Black died, Chock Full o' Nuts Inc. sold its remaining 17 restaurants to Riese Bros. In 1993 Chock Express stores were introduced.

The company was purchased by Sara Lee in 1999. In May, 2006, it was purchased from Sara Lee by Massimo Zanetti Beverage USA, along with the MJB, Hills Bros., and Chase & Sanborn coffee brands.

[edit] Jingle

Chock full o'Nuts is that heavenly coffee,

heavenly coffee, heavenly coffee

Chock full o'Nuts is that heavenly coffee,

Better coffee a millionaire's money can't buy.

Recent versions of the jingle replace "millionaire" with "billionaire" in the last line.

(The original jingle had "Rockefeller's money" but it was replaced by "millionaire's" after Nelson Rockefeller, who had coffee businesses in Latin America, sued.)