NYC’S Nostalgic Schrafft’s and Audrey Hepburn

The opening scene of the 1961 film “Breakfast at Tiffany’s” based on Truman Capote’s play caught the imagination of moviegoers throughout the world.

 

The iconic moment is when Holley Golightly played by Audrey Hepburn eats a pastry while gazing at a Tiffany’s window.

 

Audrey Hepburn was a fan of arabica coffee and overnight- baked bear claw danishes.  Her friend Kirk Douglas had been a waiter at Schrafft’s restaurant and she frequented the 57th street location enough to know that coffee older than 30 minutes was thrown out and fresh pots were always brewing.

 

Just before this scene was shot, she sent a production assistant around the corner from Tiffany’s to fetch it just the way she liked it.

 

The director Billy Wilder had often used Schrafft’s for catering his films.  

 

Little did they know that the product placement of the Schrafft’s bag in her hand would bring them so much recognition.

 

When William G Schrafft first launched his Boston candy manufacturing company he became known  as the pioneer of gumdrops, candy canes and Bon Bons.

 

He launched a Herald Square candy store in 1898, and his first restaurant in New York City in 1911 at 54 West 23rd Street in what was considered then the “Ladies Mile” shopping district.

 

It became known for its feminine atmosphere and classic American fare, and it was the first restaurant to serve women without a male escort and the first eatery to serve women alcoholic beverages. 

 

The dining rooms which had tablecloths at dinner time, had separate standing bar areas, which were supplemented by fountain service with lunch counters and separate rooms in which were displayed Schrafft’s branded candies for sale, along with ice cream and various other items. 

 

Schrafft’s believed people should always feel better walking out than they did coming in.

 

At Schrafft’s waitresses,  cooks, supervisors and even some executives were women.

 

Menus in the 20’s and 30’s included salads, more desserts than entrees and vegetable selections such as creamed cauliflower, fried eggplant, fresh asparagus on toast and avocado pear stuffed with cottage cheese.

 

Affordability with consistency with items made fresh to order was their bread and butter, and the most popular dishes were lobster newberg, cream chicken on toast, filet of sole and their famous hot fudge sundaes.  Schrafft’s great-grandson said “our steaks would have put Peter Luger to shame”.

 

Like many luncheonettes, it became known as a safe place for women entering the workforce. In 1927, there were 25 restaurants and in 1928 they generated a million dollars a month.

 

Marilyn Monroe, Frank Sinatra, the Kennedy’s, Gene Kelly and of course Audrey Hepburn we’re often seen there.

 

In 1959 Schrafft’s sponsored the CBS telecast of the “Wizard of Oz” and hired Andy Warhol to make a sixty second tv commercial. 

By 1968 there were 55 restaurants, mostly in New York, but also in Philadelphia, Atlanta and Palm Beach.

 

The last restaurants closed in the 1980’s because of rising operating costs, especially rent and consumer tastes away from their fixed menu.