The 'Herald Square Cafe' will offer a unique experience to shoppers offering wine, champagne and chocolate.

An unbranded, Starbucks is currently under construction on the second floor of the Herald Square Macy's store in Manhattan. Although the company has previously opened “stealth” Starbucks, which are stripped of all their usual branding and offerings, this location will provide a “unique experience” targeted at Macy's shoppers. The “stealth” stores usually have a subtle “inspired by Starbucks” sign near the front door and on some of its products. However, Starbucks spokesperson Zack Hutson told The Huffington Post that this store shouldn't be compared to other “stealth” locations:

READ THIS ARTICLE FOR $15
$15 provides access to this article and every case-study, interview, and analysis piece that we publish for the next 30 days. Our Premium Subscription also provides access to a database of over 100,000 articles on innovation in brand, customer, and retail experience.
Already a subscriber? Log in