Gothamist
A non-profit newsroom, powered by WNYC.
Gothamist
Listen Live
Food
Shhhh! A "Stealth" Starbucks Is Slipping Into Macy's, With Beer
By
Garth Johnston
Published May 21, 2012
Modified May 21, 2012
Share
FacebookTwitterRedditEmail
Never miss a story
Email address
By submitting your information, you're agreeing to receive communications from New York Public Radio in accordance with our Terms .
By
Garth Johnston
Published May 21, 2012
Modified May 21, 2012
Share
FacebookTwitterRedditEmail
We rely on your support to make local news available to all
Make your contribution now and help Gothamist thrive in 2026. Donate today
Gothamist is funded by sponsors and member donations
Since 2009, coffee giant Starbucks has been rolling out "stealth" Starbucks in various cities around the country which serve the Seattle-company's coffee in less branded, more "coffeeshop" like spaces. Now, it appears, New York City is about to get its first taste of the trend. And there is one good part: They will likely serve beer.
As Grub Street notes today, Starbucks is currently in the process of de-branding one of its five locations in the Herald Square Macy's. They sum up what you can expect pretty nicely:
The singe-location stores (sometimes called "stealth" or "mercantile Starbucks"), are usually named for the neighborhood in which they've opened, and all have same fine print posted on or near the front door and stamped on the takeout cups: "Inspired by Starbucks."
Inside, however, all rules are defenestrated: Pour-over and Chemex coffee may be served; there are no lucite-caged Vitamix blenders, nary a Frappuccino in sight. You can't buy the latest Putumayo sampler CD or the new Norah Jones at the counter, and the correct amount of milk is steamed to order for each cappuccino, never reheated. Pastries are sourced from local bakeries, not shipped from regional suppliers, and baristas are not required to follow a dress code, apparently.
Sounds not totally terrible! Still, if you can't stand having your coffee not clearly marked as coming from a giant corporation then you are in luck. That's exactly what the other four 'bucks locations in Macy's are for. Meanwhile, we're kind of loving the idea of going to a Starbucks in Macy's for a presumably overpriced after-work beer.
Tagged
coffee
herald square
macy's
manhattan
starbucks
stealth starbucks
Garth Johnston
Read more
Gothamist is funded by sponsors and member donations
Gothamist is funded by sponsors and member donations
MORE food
Where are the cheapest drinks in NYC? A new report details the city's average prices.
The median price of a cocktail in the city is now $16, and $9 for a draft beer.
By
Hannah Frishberg
Published Oct 19, 2026
North African restaurants are rare in NYC. These 10 are the best.
Egyptian, Moroccan, Algerian and Tunisian food is delicious but underrepresented in the city.
By
Robert Sietsema
Food
North African restaurants are rare in NYC. These 10 are the best.
Egyptian, Moroccan, Algerian and Tunisian food is delicious but underrepresented in the city.
By
Robert Sietsema
10 dishes that demonstrate the delicious diversity of curry in New York City
By
Robert Sietsema
Frozen yogurt is back in New York City. So are the super long lines.
By
Sonia Rao
5 NYC banana puddings as good as Magnolia's
By
Hannah Frishberg
Never miss a story
Catch up on the most important headlines with a roundup of essential NYC stories, delivered to your inbox daily.
Sign upEmail address
By submitting your information, you're agreeing to receive communications from New York Public Radio in accordance with our Terms .