The evolution of the mmmuffins brand cannot be told without a backstory on the Bregman family, who were well-established in Toronto's baking scene. The muffins sold out by noon on the first day, and Loblaws quickly increased its orders. In December 1979, the first mmmuffins location opened in the Eaton Centre. In 1988, Michael Bregman acquired Second Cup, and by the 1990s, he had sold off mmmuffins to focus on the growing coffee market. The Toronto location officially shuttered its doors in 2020, and the Montreal location was rebranded as Muffin Plus in October 2024.