Audrey Hepburn's “Breakfast at Tiffany’s" is no longer merely a film, but a reality, as Tiffany & Co. has opened a cafe in its Midtown Manhattan store in an attempt to lure in consumers and tempt them not only with diamonds but also tea and pastries. The iconic 1961 film serves as the inspiration for Tiffany & Co.'s new Blue Box Café, which opened in Tiffany & Co.’s Fifth Avenue flagship store on Friday, and is "an opportunity for customers to get a taste of the glamor epitomized by Hepburn’s Holly Golightly character."
As the Wall Street Journal reported this summer, the 180-year old jeweler has been struggling to regain some of the “cool” factor it has lost over the past decade, resulting in disappointing revenue reports in recent quarters.
"Like many traditional retailers," writes Reuters, "Tiffany has struggled to appeal to younger shoppers, many of whom have shunned the type of traditional jewelry, such as solitaire engagement rings, that is the brand’s mainstay. As part of its strategy to woo millennials, the company introduced the more contemporary Tiffany HardWear collection, fronted by pop star Lady Gaga, earlier this year."
Now, it is adding an Instagram-friendly dining experience to its repertoire. Residing on the fourth floor of Tiffany & Co.'s Fifth Avenue store, the café is certainly aimed at helping the brand boost its appeal amongst millennial shoppers, who are not merely looking to purchase products but also take part in brand-created experiences.
The space - which "is designed for customers who have always dreamed of having Breakfast at Tiffany,” the company said in a statement - is the perfect opportunity for the famed American brand to attract the younger audience it has been struggling to reach, particularly by way of a-hopefully-boosted presence on social media.
The Blue Box café, which is open regular store hours and decorated in Tiffany’s signature robin's-egg blue motif, offers breakfast at $29, excluding tax and tip. The menu is based on “American classics made with the highest quality, regionally sourced ingredients.” The buzzy new restaurant also offers a $39 pre-fixe lunch, which, per the brand includes "American classics made with the highest quality, regionally sourced ingredients, evolving through the seasons for a refined take on signature New York dishes reinvented to be uniquely Tiffany." Still yet, there is a $49 high tea served daily.
Eager attendees beware, there have been lines out the door since its opening and as of now, reservations are not on the (robin's-egg blue place setting covered) table.