Location will be stripped of usual coffee shop branding
Posted May 25, 2012
Construction of an unbranded Starbucks is under way at Macy's Herald Square as part of the department store’s massive renovation project.
The Macy’s location will be called The Herald Square Café and will be located near the women's shoe department, on the second floor.
Starbucks Coffee Co. (Seattle) spokesperson Zack Hutson told The Huffington Post that the unbranded store would provide a "unique experience" to Macy's shoppers, but should not be compared to other "stealth" Starbucks locations, such as its Roy Street location.
Hutson described the Herald Square location as more cafe than coffee shop, serving wine, champagne, chocolate and Starbucks' Reserve coffee line.