Macy’s to get NYC’s first non-branded Starbucks

TRD New York /
May.May 24, 2012 12:30 PM

New York City’s very first “stealth” Starbucks location is set to come to the under-renovation Macy’s Herald Square flagship, New York Magazine reported. However, the opening date of the café, called Herald Square Café, has yet to be announced.

Also known as “non-branded” or “mercantile” Starbucks cafes, the adjective means the location is owned by Starbucks, but the café does not don the chain’s logo, or feature its typical product selection and interior design. Pastries come from local sources, not regional suppliers, and Frappuccinos are not on the drink menu. The café will be part of Macy’s three-year, $400 million renovation and will also sell beer and wine, besides traditional coffee shop items. There are already four branded Starbucks inside Macy’s.

As The Real Deal previously reported, Macy’s renovation will continue through the fall of 2015 and will add 100,000 square feet of shopping space by converting stock and office rooms and extending the mezzanine. The new total of retail square-footage will rise to 1.2 million. Plans include the addition of the world’s largest women’s shoe department, a new restaurant on the sixth floor and a pub on the lower level that will be open after hours. The renovations began in March. [NY Mag]


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