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Less than a month after The Strand took over the space previously occupied by Shakespeare & Co. at 2020 Broadway, between West 69th and 70th Streets, the independent bookstore—founded in 1927 at 828 Broadway in the East Village—has now opened Cafe Fred, named in honor of Fred Bass, the father of third-generation owner Nancy Bass Wyden, who inherited the business from his father, Benjamin Bass.
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On a hot Tuesday morning, as temperatures crept into the 90s, ILTUWS stepped up to the counter at Cafe Fred and asked the staff for their recommendations. As a Cajun song by the alt-rock band Gin Blossoms played over the house sound system, we took their tip and ordered a blueberry muffin ($4.50), which they lightly toasted—joking all the while that they wished they had butter to go with it. While butter is beautiful, maybe it makes sense to keep things simple with so much literature around. Gotta keep the stains in check, right? We also picked up a large iced coffee ($5.75), black, and posted up on one of the stools by the window.
Cafe Fred—the only cafe within a Strand location—offers many baked goods sourced from Colson Patisserie in Park Slope, Brooklyn. Three jars of cookies—confetti, Tahiti chocolate chip (vegan, gluten-free), and crunchy peanut butter (vegan)—sat by the register, each priced at $4. Glance to your left, and you’ll find a glass case brimming with a variety of scones: raspberry, oat cherry, chocolate chip, cheddar, and blueberry, which they also recommended. Each scone is priced at $4.50.
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During our initial visit in June, staff members told us they were waiting for their permit and their custom-built sign to be approved. Both the new sign and café officially launched last week.
A smorgasbord of Strand coffee mugs and Nalgene bottles sat on a table on the tile floor, just steps away from a La Marzocco espresso machine. You can scoop a solo shot for $3.25 or pick up an Americano for $4.25 (small) or $4.75 (large). There are also macchiato ($4.00), cortado ($4.00), and cappuccino ($5.00) options. The menu offers a deep bench for their beans, including a latte ($5.50/$6.25), mocha ($6.00/$6.50), and a flat white for $4.00. Cafe Fred also advertised a drink of the day: a honey rose latte inspired by the book Say You’ll Remember Me by Abby Jimenez, which was displayed at the counter as well.
If you’re looking to cool off, you might want to go for a lemonade ($5.00/$5.50) or an iced tea ($4.50/$5.00). They also offer regular tea ($3.50/$4.00), hot chocolate ($5.25/$6.50), and matcha ($6.00/$6.50). Any of these pair well with their sweet treats, which include cinnamon rolls, raspberry donuts, and a variety of croissants: chocolate ($5.50), almond ($5.50), and plain ($5.00).
Sitting by the window is a nice way to start the day, catching the hustle and bustle on Broadway unfolding before your eyes. There are two stools by the counter and a handful more on the other side of the door. Although there’s less seating than there was at Shakespeare, the vibe of the room feels similar in layout. The Strand—the formidable cornerstone of New York City’s independent bookstore landscape—has given it a brighter atmosphere, showcasing a plethora of literature, greeting cards, tchotchkes, and apparel, all within eyeshot. The dynamic is engaging, and we’re definitely happy to see this space continue on with a new verve for life.
The Strand is open Monday-Saturday from 9 a.m. – 8 p.m. and on Sunday from 10 a.m. – 7 p.m.
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I can’t wait to try it, though I must.
I applaud the inclusion of vegan menu items and hope there are more than just two.
Strange to overthink / judge the worker for such a nice comment about butter.
Sounds like they only have those high stools, which are not great for short people.