Schrafft’s, plural

Two weeks ago I posted a tax photograph of a Childs restaurant. I realized after the fact that next to that Childs stood a Schrafft’s. You can see both restaurants, albeit at distance, in this tax photograph:

[Schrafft’s, 291-293 Broadway, Manhattan, c. 1939–1941. From the NYC Municipal Archives Collections. Click for a much larger view.]

Like Childs, Schrafft’s restaurants were once ubiquitous in Manhattan: the 1940 telephone directory lists twenty-nine of them. When my mom and dad, not yet parents, worked in Manhattan, they would sometimes meet for lunch at a Schrafft’s. Noticing this Broadway outlet made me want to look for the Schrafft’s where my mom and dad may have eaten lunch.

So I called the Paul Drake Detective Agency and told what I know: my mom would walk from American Cyanamid (30 Rockefeller Plaza); my dad would walk from Johns Manville (22 E. 40th Street). Drake’s conclusion is that they must have met at the Schrafft’s at 556 Fifth Avenue: an eight-minute walk from Rockefeller Plaza, a ten-minute walk from 22 E. 40th. (Paul Drake is never wrong.)

[Schrafft’s, 556 Fifth Avenue, Manhattan, c. 1939–1941. From the NYC Municipal Archives Collections. Click for a much larger view.]

Wikipedia has a brief history of the chain. Vanishing New York has some good photographs. The New York Public Library has menus that take forever to load. Here’s one from 1955, when my parents, not yet my parents, may have been Schrafft’s-ing. And here’s a description of Schrafft’s from a 1964 guide to New York.

There’s a website for a revived Schrafft’s whose tone — “Where the Forward Thinkers and Life Seizers, the Night Owls and the Morning Dealmakers banter amongst the Famous and soon-to-be Famous, the Old Guard and their Tiny Titans to be” — and spelling — “fashionable not fadish” — leave me cold. The revival as yet seems to be more idea than reality.

Related reading
More photographs from the NYC Municipal Archives (Pinboard)