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  • Bonnie Ponaman

Do You Know How Thomas the English Muffins Slogan “Nooks & Crannies” came to life?



It was in the 1970’s when the creative and marketing team from Thomas English Muffins contacted Facts ‘n Figures to conduct focus groups to test the branding concepts for the muffins. Facts ‘n Figures conducted 4 groups with consumers who ate muffins for breakfast. Each focus group was segmented by gender and age.


The usual questions were asked of the participants of their usage and what they like about muffins. And the usual responses were given as to why they like muffins; the warm, soft, comforting taste and satisfying feeling it gives you when eating them in the morning.


The second part of the study was to have participants taste a Thomas English Muffin and to obtain feedback on appearance, aroma, taste, usage, and purchase intent. During the last group of females in the older age category, when the moderator asked what they particularly liked about this muffin, one of the participants joyfully said, “I love the little nooks and crannies.” Well everyone in the back room jumped out of their seats enthusiastically exclaiming, “That’s it!” We found our slogan. I don’t think they even listened to the rest of the group. After that night and till today, Thomas English Muffins is famously known as the English muffins with all the “nooks and crannies.” I am proud to say that it was because of my mom, Dee Escoe, founder of Facts ‘n Figures who recruited the woman for a focus group who made that statement forever famous.



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