Imagine my surprise when I discovered that a new Chock Full O’ Nuts opened its doors on 23rd street last Monday! Once as ubiquitous in Manhattan as Starbucks, the chain, which began in 1926, fell into obscurity and eventual extinction during the 1980s. I mean, what kind of self-respecting yuppie would eat at a lunch counter?
Now that times have changed (and boy, how they’ve changed), it seems the owners of Chock Full O’ Nuts are banking on a mixture of nostalgic appeal and good old parsimony to pack their countertops.
“We’re in a recession now, and comfort food is always something that people gravitate to.”
Two donuts are 99 cents. A regular cup of coffee is $1.55. And yes, they are still serving their classic nutted cheese sandwiches.