Category Archives: tea shops

From tap room to tea room

Cities in the United States were generously supplied with saloons before national Prohibition took effect. Saloons occupied some very choice sites, often on corners or other desirable spots. So it was quite a boon for other types of businesses such as drug stores and eating places when those locations became available en masse in 1919.

San Francisco’s Temple Bar was an English-style ale house established in the 19th century. Its name played upon London’s Temple Bar – which was a gatehouse, not a drinking place at all. One of its greatest assets was a magnificently carved rosewood and birch backbar said to have been made in Philadelphia in the 1840s. The saloon sat at the end of a quaint little cobblestone alley off Grant Avenue named Tillman Alley or Tillman Place. Just as Prohibition was set to begin, one of its best customers, on a whim perhaps fueled by too many drinks, declared he would buy it; William Davenport, a commercial illustrator who was used to capping off his afternoons there with colleagues from work, paid $300 for the place.

A few months later he and his young wife Hope opened it as the Temple Bar tea room and gift shop. It was also a circulating library which rented books for a small fee. Young Chinese women, dressed in Asian costumes, served lunch and afternoon tea.

William, who was known in artistic circles as “Davvy” and had designed posters for telephone companies up and down the West Coast, decorated the tea room in yellows, blues, and oranges, and fashioned an eye-catching orange sign. To liven up the outside he installed boxwoods in planters. However when they died, victims of the lack of sunlight, he replaced them with modernistic conical-shaped trees he constructed out of painted galvanized iron.

templebartearoomThe alley was inhabited by other interesting businesses and studios such as that of metal craftsman Harry Dixon whose work was exhibited and sold in the Temple Bar gift shop. Another alley denizen was Ye Old Book Shop where George Hargens rapidly gained fame as a seller of rare old books. Grant Avenue was the city’s most fashionable shopping venue in the 1920s, so the Temple Tea Room and its neighbors on Tillman Place were well positioned to catch the attention of affluent shoppers from businesses such as the White House department store just across from the alley.

Hope died in 1932. Davvy carried on the Temple Bar until at least the 1950s when a reporter found him behind the bar mixing dry martinis and old-fashioneds for lunching shoppers. Since his time the location has had many reincarnations as restaurant, bar, and place of entertainment. The backbar was removed to Berkeley in 1990.

© Jan Whitaker, 2012

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Dainty Dining, the book

From my vantage point I can tell you that at any time of day or night hundreds of thousands of souls are searching for recipes from their favorite restaurants of old. Perhaps they are hoping to relive their pasts or to recall happy moments spent with departed loved ones. Or maybe they simply remember THAT Steak Diane or Chicken Salad as being the most delicious they ever tasted. And who can say it wasn’t?

Among the searchers, the most dedicated may well be those pining for dishes from long-gone department stores. For them, I have a fix, a new book by Angela Webster McRae called Dainty Dining: Vintage Recipes, Memories and Memorabilia from America’s Department Store Tea Rooms. In it are recipes, tested personally by Angela, from 20 of the country’s historic department stores, all gone except for two, Macy’s and Younkers (although the Des Moines flagship closed in 2005). Among others, readers will find favorites such as Cream of Cauliflower and Cheese Soup from Lazarus (Columbus OH), “Mr. Bingles” desserts from Maison Blanche (New Orleans), Mrs. Herring’s Chicken Pot Pie from Marshall Field in Chicago, and Rich’s Magnolia Room Frozen Fruit Salad (Atlanta).

In addition to providing brief histories and vintage images of each department store, Angela has photographed her culinary productions quite attractively.  Dainty Dining is not yet available on Amazon but it can be purchased from Scott’s Bookstore in Newnan, Georgia (770-253-2960) or via Angela’s blog Tea with Friends.

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Anatomy of a restaurateur: Anna de Naucaze

In 1908 two women adventurers opened The Rose Tree Inn, a tea room in a 200-year old house in Northampton, Massachusetts. Both called themselves “Madame” and claimed to be related to European nobility by birth or marriage. They were used to supporting themselves and living by their wits. One, Anna [pictured], a widow, was a former British stage actress, while the other, Marie, who had an 11-year old son, was married to a criminally inclined soldier of fortune who masqueraded as a German baron and was exiled to a British penal colony.

Each had arrived in New York City from London in 1907 to cover the sensational Harry Thaw murder trial for British papers. Almost immediately they became involved in what might be termed attempted “capers.” Madame Anna de Naucaze, 52, claimed she knew the secret to winning at roulette and could prove it if only someone would back her at Monte Carlo, while Madame Marie von Veltheim, about 38, said she had a treasure map showing where $4 million in gold was buried in mountains in South Africa’s Transvaal.

Next they got in trouble with the courts for misappropriating a photo album that was evidence in the Thaw trial. The album contained photographs of Thaw’s wife Evelyn Nesbit who had been having an affair with Thaw’s victim, architect Stanford White. With a possible charge of larceny hanging over them, Anna returned the album to Thaw’s lawyer.

And then they went to Northampton. By comparison with their pasts, the small college town must have seemed dull. It’s not clear what drew them there, though if they were looking for a way to make money, they found it. The RTI, as it was known by its primary patrons, Smith College students, became a very popular place known for its sumptuous desserts and continental, “bohemian” atmosphere. Marie, who claimed to be the inn’s originator, stayed around until about 1913 when, after looking for a location for a new tea room, she evidently left for New York to “save her husband.”

Anna ran the tea room for the next 10 years, catering to students from Smith, Amherst College, and the Massachusetts Agricultural College. She took out advertisements as far away as Yale and also entertained visitors from her stage and literary past. She did well enough to warrant additions to the inn, one a screened-in section known as “the bird cage.” She opened two annexes in town, the Rose Tree Hut and the Rose Tree Den. At some point there was also a summer branch of the RTI in Old Orchard, Maine.

In addition to the attractions of delicious food and the quaint house with its old world charm, everyone was intrigued with the eccentric person of Anna herself, particularly because her gender was ambiguous. She dressed like a man and seemed mysterious. As one student put it, “Some say she is fleeing from justice, that she married a Frenchman and were greatly in debt so left France and came to America.” She was reported at various times to have been born in France, Belgium, and Russia. For several years she published a magazine called “4 All,” and she occasionally appeared in local theater productions. She was also known for writing her own humorous and folksy advertising copy, such as, “If you descend in an aëroplane we will be ready for you, but we much prefer to have you telephone.” According to a 1915 story about her, after business hours she spent evenings “alone with her dog and her revolver.”

In the early 1920s Anna fell afoul of Smith’s good graces over issues such as the inn’s cleanliness and reports that Smith students were smoking, and maybe drinking and meeting boys there. In 1923, when the college still had the power to control which off-campus restaurants students could patronize, the RTI was removed from the approved list. The RTI could not go on and, at age 69, Anna was deprived of her income. She lived in Maryland for a while but died in NYC in 1924. For many years later the building was occupied by the Rose Tree Filling Station.

© Jan Whitaker, 2011

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African-American tea rooms

When I wrote my book about the history of tea rooms, Tea at the Blue Lantern Inn, I knew very little about tea rooms run by and for African-Americans. There were few historical sources available on the internet then and even a research trip to Chicago turned up nothing. Since then I’ve discovered that there were many of these tea rooms and that they shared numerous characteristics with tea rooms run by and for whites, yet were also different in significant ways.

It’s easy to see why black women, and men, wanted to create their own tea rooms. For one thing, even in states where Jim Crow policies were not enacted into law it was common for white-run tea rooms and restaurants to engage in racial discrimination. Secondly, starting a business represented the fulfillment of the idea of self-help for blacks as advanced by leaders. Perhaps that was what inspired Mittie Burgess, a Georgia-born caterer in her late 30s, to name her newly opened 1916 place in Lexington KY the Booker T. Washington Tea Room. Although Mittie’s tea room was in the South, quite a few of the proprietors I’ve been able to trace were part of the 20th-century’s Great Migration of Southern blacks to Northern cities.

Like white tea room proprietors, blacks who took up this business tended overall to be of higher social status than the average restaurant owner, white or black. Proprietors I’ve come across included a woman who was a former pharmacist and a man who had been a college professor. Some of the more elite women who operated tea rooms were married to life insurance executives, ministers, doctors, and successful business men. Others were wives of porters, cabbies, and chauffeurs but still seemed to have achieved standing in their communities.

The advertisement for the 1922 opening of Mayme Clinkscale’s Ideal Tea Room [shown above] in Chicago said it was designed for club, society, and lodge banquets, and furnished with “the latest and best in silverware, linen, and glassware.”

A number of tea rooms were clearly meant for the black upper crust. Common phrases in advertisements and news stories include “exclusive,” “the elite of the city are found [here],” or “where the wealthier class of colored people dine.” Mentions of table appointments and decor often include silver bud vases, exotic themes, and carefully coordinated color schemes. Menus offered fried chicken and corn sticks as well as steaks and salads, but were less likely to list rural Southern favorites such as pigs’ feet or greens.

Tea rooms in African-American communities in the teens, 20s, and 30s, frequently hosted important social events. Community leaders hailed them as badly needed establishments. Groups such as the NAACP Women’s Auxiliary, black sports writers, and the Negro Business League held luncheons and dinners at tea rooms. Red Caps from Grand Central and Penn Station hosted their peers at the Gilt Edge Tea Room during a national convention in NYC. Newspaper people from the black newspaper The Amsterdam News celebrated a colleague’s college graduation at Harlem’s Jack and Jill Tea Room in 1928. They certainly received a warmer welcome than had Charlotte Bass, black publisher of the California Eagle, when she and several of her guests were refused service at the white-run Old Adobe in Ventura CA.

Since they were small and did not make money from alcoholic beverages (not legally anyway, during Prohibition) all tea rooms were hard to operate profitably. Yet I sense that owners of Afro-American tea rooms had to work even harder than whites to succeed. They seem to have been open much longer hours, covering meals that ran from breakfast until late into the night. They were also more likely than white tea rooms to offer entertainment such as music and dancing. Many took in table boarders, regular patrons who contracted to eat their meals there for a week or month at a time.

© Jan Whitaker, 2011

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Anatomy of a restaurateur: Mary Alletta Crump

Because she ran a tea room, Mary Alletta “Crumpey” Crump (pictured, age 31) actually would not have called herself a restaurateur. She made a distinction between a tea room and a restaurant: the former served light food, mainly lunch and afternoon tea, while a restaurant served heavy food and was open for dinner. Not so The Crumperie. It served sandwiches, salads, soup, and desserts only. At 6 P.M. she and her partner, her mother “Bee,” shut down for the day. (M. Alletta, as she signed herself, advised prospective tea room operators in 1922 that “a mother or older person is a great asset to a young girl who is contemplating the opening of a tea room.”)

The two opened their first Greenwich Village Crumperie in 1917 (pictured), taking over the spot formerly occupied by photographer Jessie Tarbox Beals’ tea room and art gallery. Sharing the other half of the building at 6½ Sheridan Square with The Crumperie was a gift shop known as The Treasure Chest. By the time Crumpey’s mother passed away in 1926, The Crumperie had occupied five locations in the Village, first moving to Sheridan & Grove, then to the basement of 55 Christopher Street, then to 229 West 4th Street, and finally to 104 Washington Street. She would make one more — unsuccessful — attempt at running a Crumperie after her mother’s death, teaming up with Marie Saint Gaudens (niece of sculptor Augustus Saint Gaudens), at 13 West 51st Street in 1927. After this she abandoned the tea room business.

She and her mother opened the first Crumperie on a shoe string, spending only $100 for the first month’s rent plus all the furnishings and equipment. Start simple, that was their motto. Crumpey decorated with odds and ends: tables and chairs she painted herself, illustrations from magazines, a discarded old settle, family quilts, and table runners made from dime store toweling. Her mother did the cooking, specializing in crumpets of course, but also offering pea soup, “crumpled” eggs, and peanut butter sandwiches. Beverages included tea, coffee, and chocolate — nothing alcoholic!

The various Greenwich Village Crumperies were gathering places for New York City artists, musicians, literary figures, and actors with the Providence Players. The tea rooms were frequented by singer Enrico Caruso, artist Tony Sarg, and writers Theodore Dreiser, Eugene O’Neill, Sinclair Lewis, and Edna St. Vincent Millay. Writer and editor Christopher Morley steered his “Three Hours for Lunch” club to the Crumperie, though how they could have stretched out a meal there for that long I don’t know.

During and after her years in the food business, M. Alletta volunteered for war work, entertaining the troops in England with her ukulele playing during WWI (she also sang spirituals and folk songs in the tea room). After 1927 she apparently had a variety of jobs. She had studied at Smith College and trained to become a nurse before opening The Crumperie and may have returned to teaching or nursing. She taught a tea room management class in Brooklyn and worked for a time at the Grenfell Mission in Labrador. In 1958 she made five appearances on the TV quiz show “The $64,000 Question,” winning $16,000 which she used to fund a European trip.

© Jan Whitaker, 2010

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Famous in its day: The Maramor

maramormaprevImagine a restaurant management style diametrically opposed to Gordon Ramsay’s (as he takes command in nightmarish kitchens on TV), and you might well be picturing how Mary Love ran her restaurant, The Maramor in Columbus, Ohio.

Mary was a home economist who had previously managed the tea room at the F & R Lazarus department store in Columbus. Single, 29 years old, and a lodger in a family’s home, she opened a small place at 112 E. Broad in 1920. Not much later she married Malcolm McGuckin and for a few years they lived in California where he ran a Wills Sainte Claire auto dealership. When the car plant shut down in 1927 the McGuckins moved back to Columbus to run the restaurant, now at 137 E. Broad.

Malcolm was president of the company which also included a candy shop, while Mary, mother of four by 1928, managed the restaurant. She believed in supervising employees in a non-conflictual way. Sociologist William Foote Whyte presented her method of conducting staff meetings in a 1946 article. Mary’s style of management, which Whyte characterized as the “open-minded exploratory approach,” stressed listening, participation, and sensitivity to others’ feelings. “Make sure there is no personal embarrassment to any individual,” she insisted. Also, “Guide the meeting so that an … overemotional person does not take the reins.” (Gordon?)

homeecon-ramsay2-copyIn 1941 Mary described to a home economics conference how she ran her kitchen. She avoided frying and stressed the nutritional properties of food, preparing fresh vegetables to retain flavor and vitamins. Each day her planning department presented the production manager with the day’s menus, while a weighing and measuring specialist prepared trays with complete ingredients for every dish. The trays were given to the cooks, along with detailed instructions for cooking. “This,” Mary said, “helps them to keep their poise and self-respect through the working day, and a cook with poise and self-respect has a better chance of turning out a good product.” (Gordon?)

Thanks to testimonials from theatrical personalities appearing in plays in town, such as Helen Hayes and Alfred Lunt and Lynn Fontanne, the restaurant earned a national reputation. Lunt and Fontanne, who ate there often, were so pleased with the restaurant’s “Lamb Luntanne” that they declared in the guest book that The Maramor was “the best restaurant in America.” Hayes, a queen in “Victoria Regina,” praised the Maramor’s vichyssoise, calling it “A soup to a queen’s taste.”

Gertrude Stein and Alice B. Toklas may have eaten at The Maramor during their 1934 visit to Columbus. It seems likely that Alice was referring to it when she wrote: “In Columbus, Ohio, there was a small restaurant that served meals that would have been my pride if they had come to our table from our kitchen. The cooks were women and the owner was a woman and it was managed by women. The cooking was beyond compare, neither fluffy nor emasculated, as women’s cooking can be [Oh Alice!], but succulent and savoury.”

Duncan Hines named The Maramor one of his favorite eating places in an early 1947 interview, singling out its incomparable stewed chicken: “The chicken is so delicate in flavor, tender, the dumplings light as thistledown, cooked in the rich, creamy gravy.” In 1945 the McGuckins had sold the restaurant to Maurice Sher and moved to California, so it’s not clear exactly whose stewed chicken Hines meant. In 1948 the restaurant was listed in Gourmet’s Guide to Good Eating. The Shers operated the restaurant until 1969. Next it had a short run as a music venue, the Maramor Club. The building was razed in 1972.

© Jan Whitaker, 2009

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Building a tea room empire

bluewhiteteacupHistorically, few tea rooms have enjoyed financial success. So, while “empire” may be a bit grandiose, it’s hard not be impressed by the tea rooms enterprise Ida Frese and her cousin, Ada Mae Luckey, built in New York City in the early 20th century. Ida and Ada, both from a small town near Toledo OH, struck it rich by winning the patronage of wealthy society women. Over time they owned six eating places: the Colonia Tea Room (their first), the 5th Avenue Tea Room, the Garden Tea Room in the O’Neill-Adams dry goods store, the Woman’s Lunch Club, and two Vanity Fair Tea Rooms.

How they did it is a mystery not fully explained by the reputed deliciousness of their waffles nor the coziness of the Vanity Fair’s fireplace. I have not been able to find anything about their backgrounds that explains what prepared them for business success. Although contemporary publications cited them as the founders of one of NYC’s first tea rooms, it’s not clear exactly when they got their start. In 1900 Ida, 28 years old, was still living with her family in Ohio, however only ten years later she and Ada were well established in New York, running at least four tea rooms.

vanityfair278Clearly they valued a good location. The Vanity Fair at 4 West Fortieth Street began in 1911, bearing a notice on its postcard (pictured) that it was across the street from the “new” public library which also opened in 1911. The tea room’s upstairs ballroom was the site of many a party, such as a Shrove Tuesday celebration in February 1914 attended by 150 masked guests.

fresetearoomsAdding to their financial success were several real estate coups. In 1914 Ida somehow obtained a lease on a coveted Fifth Avenue property. Her feat astonished everyone who followed real estate deals since the owner, a granddaughter of William H. Vanderbilt, had turned down repeated offers from would-be lessees and buyers. The house at #379 was one of the last residences on Fifth Avenue between 34th and 42nd streets which had not been turned into a store or office building. Ida and Ada moved the Colonia, previously on 33rd Street, to this address and rented the remaining space to retail businesses, dubbing the structure the “Women’s Commercial Building.”

In 1920 they constructed a building at 3 East 38th Street, planning to relocate the Vanity Fair Tea Room because they feared – incorrectly as it turned out – that they would lose the lease for the old Vanity Fair on West 40th. Just four years later Ida took an 84-year lease on the five-story office building at the southeast corner of Madison Avenue and 33rd Street. Eventually she bought this, as well as the Fifth Avenue property which was at some point replaced by a 6-story building. By 1926, in addition to the three pieces of Manhattan real estate, Ida and Ada had also acquired a farm in Connecticut where they grew vegetables and flowers for the tea rooms.

I don’t know the eventual fate of the tea rooms, but Ida and Ada, both in their late 80s, died in Los Angeles in 1959.

© Jan Whitaker, 2009

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Department store restaurants: Marshall Field’s

mfwalnutroom092271In 1890 Harry Gordon Selfridge, manager of Field’s in Chicago, took the then-unusual step of persuading a middle-class woman to help with a new project at the store. Her name was Sarah Haring (pictured) and she was the wife of a businessman and a mother. In the parlance of the day, she was needed to recruit “gentlewomen” (= middle-class WASPs) who had “experienced reverses” (= were unexpectedly poor), and knew how to cook “dainty dishes” (= middle-class food) which they were willing to prepare and deliver to the store each day.

sarahharing1894And so — despite Marshall Field’s personal dislike of restaurants in dry goods stores — the Selfridge-Haring-gentlewomen team created the first tea room at Marshall Field’s. It began with a limited menu, 15 tables, and 8 waitresses. Sarah Haring’s recruits acquitted themselves well. One, Harriet Tilden Brainard, who initially supplied gingerbread, would go on to build a successful catering business, The Home Delicacies Association. Undoubtedly it was Harriet who introduced one of the tea room’s most popular dishes, Cleveland Creamed Chicken. Meanwhile, Sarah would continue as manager of the store’s tea rooms until 1910, when she opened a restaurant of her own, patenting a restaurant dishwasher in her spare time.

The store’s first tea room met with success. When Field’s Wabash Street annex opened in 1893, an expansion timed to the World’s Columbian Exposition, the tea room moved into that space, seating 300 and taking up the entire 4th floor.mfmenu229

More tea rooms were added, including the Walnut Room which opened on the 7th floor of the new State Street building in 1907 (pictured, 1909). By this time the store’s restaurants could accommodate 2,500 people. Considering that the holiday season could attract as many as 200,000 shoppers daily, they were all needed. By the 1920s there were seven restaurants altogether: the Narcissus Fountain Room, the North Grill Room, the South Grill (aka Circassian Walnut Room), the Wabash Avenue Tea Room, the Colonial Quick Service Tea Room, the Wedgwood Room, and the Men’s “Grill” in the Store for Men.

mfmensgrill228A graduate of Chicago’s School of Domestic Arts and Sciences named Beatrice Hudson opened the all-male sanctum Men’s Grill (pictured) about 1914 and was responsible for developing a famed corned beef hash which stayed on the menu for 50+ years. Later she would own several restaurants in Los Angeles, coming out of retirement at age 76 to manage the Hollywood Brown Derby and again in her 80s to run The Old World Restaurant in Westwood.

The Depression evidently took a toll on the store’s restaurants because by 1941 only four remained. According to an advertisement customers could enjoy their North Shore Codfish Cakes, Canadian Cheese Soup, French Bread, and Chicken Pie in either the “Stately Walnut Room, picturesque Narcissus Fountain Room, rose-carpeted English Room, [or] serve-yourself Crystal Buffet.” For many years no liquor was served in Field’s restaurants – except for the Men’s Grill. Liquor or no, by 1952 the store’s restaurants sometimes fed as many as 25,000 people a day.

In later years many customers preferred to grab a quick snack and the store obliged. In the 1980s the 7th floor housed three cafeterias, a self-service pizza/pasta/salad bar, and a take-out sandwich stand. The full-service Walnut Room, however, continued, and was especially popular with Chicagoans for whom dining there was a family holiday tradition.

© Jan Whitaker, 2008

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Mary Elizabeth’s, a New York institution

Mary Elizabeth Evans, for whom the landmark tea room was named, began her career in 1900 at age 15 as a small grocer and candymaker in Syracuse. After one year in business she cleared the then-handsome sum of $1,000 which she contributed to the support of her family while supervising a growing crew of helpers which included her two younger sisters who served as clerks and her brother who made deliveries.

Her family, though in seriously reduced circumstances, had valuable social connections. Her late grandfather had been a judge, her uncle an actor, and her departed father a music professor. That may help explain how she achieved success so rapidly – and why her story garnered so much publicity. By 1904 several elite NYC clubs and hotels sold her candy and soon thereafter it was for sale at summer resorts such as Asbury Park and Newport and in stores as far away as Chicago and Grand Rapids. In 1913 the all-women Mary Elizabeth company, which included her mother and sisters Martha and Fanny, was prosperous enough to sign a 21-year lease totaling nearly $1 million for a prestigious Fifth Avenue address close to Altman’s, Best & Co., Lord & Taylor, and Franklin-Simon’s.

By the early teens the candy store had expanded into a charming tea room with branches in Newport and two in Boston, one on Temple Street and the other in the basement of the Park Street Church near the Boston Common (pictured ca. 1916). Like other popular tea rooms of the era, Mary Elizabeth’s bucked the tide of chain stores and standardized products by emphasizing food preparation from scratch. Known for “real American food served with a deft feminine touch,” Fanny Evans said the tea rooms catered to women’s tastes in “fancy, unusual salads,” “delicious home-made cakes,” and dishes such as “creamed chicken, sweetbreads, croquettes, timbales and patties.” For many decades, the NYC Mary Elizabeth’s was known especially for its crullers (long twisted doughnuts).

Mary Elizabeth distinguished herself as a patriot during the First World War by producing a food-conservation cookbook of meatless, wheatless, and sugarless recipes, and by volunteering to help the Red Cross develop diet kitchens in France. After her marriage to a wealthy Rhode Island businessman in 1920 she apparently played a reduced management role in the business.

In its later years the NYC restaurant passed out of the family’s hands and began to decline, culminating in an ignominious Health Department citation in 1985.

© Jan Whitaker, 2008

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When ladies lunched: Schrafft’s

Schrafft’s began as a candy manufacturer in Boston but over time morphed into a well-known restaurant chain. In 1898 Frank G. Shattuck, a salesman for the Schrafft company from upstate New York, opened a candy store at Broadway and 36th in New York. His sister, Jane Shattuck, was largely responsible for the introduction of light lunches into the stores. The first to serve food was the Syracuse store in 1906 where a “Japanese Tea Room” (shown here) was boldly advertised as “the daintiest luncheon spot in all the State.” By 1909 Jane also introduced meals to the second NYC Schrafft’s, at 54 West 23rd Street in the heart of a thriving shopping district. By 1927, when there were 25 units, most located in NYC, the Wall Street Journal estimated that around 75% of Shattuck’s business was in the restaurant trade, with the rest candy-related.

schrafft's1920Schrafft’s was known for reproducing an air of gentility typical of the upper middle-class WASP home. Cooks, supervisors, and even some executives were women. Menus of the 1920s and 1930s included many salads, more desserts than entrees, and non-restaurant-y vegetable selections such as creamed cauliflower and fried eggplant. Frank claimed Schrafft’s cuisine was inspired by his mother’s cooking. Repeated efforts to overcome connotations of a “women’s restaurant” and attract men met with disappointing results despite customers such as James Beard. Women dominated even after some units began to serve cocktails in 1934.

Rent cuts in the depression encouraged chain expansion and by 1937, when Frank died, there were 43 Schrafft’s, most in metro NYC but a few in Boston and Philadelphia. At its peak there were about 50 units in greater NYC. In 1961 the chain played briefly with the idea of selling frozen dinners on the roadside. In the late 1960s the Schrafft’s candy company was sold to Helme Products while Pet, Inc. took over the restaurants. Pet made a renewed effort to renovate Schrafft’s image and attract men. At the Fifth Ave location (between 45th & 46th) the soda fountain was removed and a bar installed. The second floor, men-only dining room was given dark wood paneling, zebra-stripe carpeting, and named “The Male Animal.” The 1970s saw confusion as a Schrafft’s opened in Los Angeles (sporting a Chinese room and an Elizabethan room), new ownership took control, and numerous NYC locations were shut down. In 1981 the candy company ceased while the few restaurants remaining were in various hands.

© Jan Whitaker, 2008

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