Case Studies

1926

William Black opened his first nut shop on Broadway and 43rd Street. William Black's nutmeats soon became synonymous with quality and earned a starring role on the Great White Way.

1928

The New York Times mounted "The Zipper," the first animated electric sign in Times Square.

1931

The Empire State Building began its 42-year run as the world's tallest building.

1932

Chock full o'Nuts Coffee shops are born. After the depression struck, even William Black's shelled nuts seemed too much of a luxury. So he converted his chain of 18 nut shops into small coffee shops, selling a good cup of coffee and a sandwich for a nickel.

1938

1938 - Benny Goodman played the first jazz concert at Carnegie Hall. 1947 - Jackie Robinson became the first African-American major-league baseball player.

1953

William Black began to sell his own brand of coffee in grocery stores and decided to name it after his original street-side nut shop - Chock full o'Nuts. The brand is an immediate success in grocery shops all over town.

1954

Commercials were produced for the new medium of television in which Page Morton Black, a professional cabaret songstress and William Black's wife, sang the familiar Chock full o'Nuts 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."

1955

Chock full o'Nuts became the number one coffee in New York City. The price of a good cup of coffee was 35 cents.

1957

Jackie Robinson joins Chock full o'Nuts Corporation as Director of Personnel. When his company auditor and lifelong friend contracted Parkinson's disease, William Black established the Parkinson's Disease Foundation.

1959

The Guggenheim opened the doors to its new building, developed by Frank Lloyd Wright.

1961

Chock full o'Nuts Instant Coffee is introduced.

1963

<a href="asfunction:_root.loadvideo1963"><u>Click on the link to view the historical TV ad from 1963</u></a>

1964

The Beatles arrived America and played in Shea Stadium. First stop: The Ed Sullivan Show.

1965

<a href="asfunction:_root.loadvideo1965"><u>Click on the link to view the historical TV ad from 1965</u></a>

1970

A few hundred runners met in Central Park to race in the first-ever New York City Marathon.

1974

<a href="asfunction:_root.loadvideo1974"><u>Click on the link to view the historical TV ad from 1974</u></a>

1993

Chock full o'Nuts is reintroduced to New York City after 20 years. Chock Express opened serving the most delicious hot and cold Chock full o'Nuts specialty drinks.

1999

Chock full o'Nuts is bought by Sara Lee, the second largest coffee roaster in the world.

2000

Chock full o'Nuts introduces New York Decaf, a decaffeinated coffee that tastes as good as regular coffee.

2001

Chock full o'Nuts becomes the Official Coffee of the 26-time world champion New York Yankees and is the exclusive coffee sold at Yankee Stadium. Chock full o'Nuts becomes the exclusive coffee served at Madison Square Garden, the world's most famous arena, and is the preferred coffee of the New York Knicks and New York Rangers. Chock full o'Nuts donates $100,000 to the Twin Towers fund to help the families of the victims of September 11. Chock full o'Nuts is a proud sponsor of the New York Marathon, serving over 50,000 cups of coffee to runners and spectators.

2002

Chock full o'Nuts becomes the coffee proudly served at West Point Military Academy. Chock full o'Nuts introduces New York Classics Premium Coffees, a line of premium whole bean coffees.

2003

Chock full o'Nuts "New York Roast" Collection is launched and quickly becomes the toast of NY's coffee connoisseurs.

2004

To celebrate New York's tastiest neighborhoods, Chock full o'Nuts "New York Classics" are introduced -- 6 distinctive ground coffees, each with its own flavor and story.

2005

Chock launches radio campaign and online jingle contest. In December 2005, Chock full o'Nuts was purchased by Massimo Zanetti Beverage, USA. Chock full o'Nuts becomes the official coffee of Madison Square Garden & Radio City Music Hall

2006

The Chock full o'Nuts Fastest Talking New Yorker contest was held at Madison Square Garden. Spectacular Morning Sweepstakes launched through radio ads and website. Chock introduces City Blend - perfectly balanced for medium roast lovers.

2007

Chock full o'Nuts turns 75 and is celebrating with the Singer Wanted contest - enter with your rendition of the classic jingle or vote for the new voice of Chock! Introducing Chock full o'Nuts Organics - made from 100% organic coffee beans roasted to perfection.