Looked like a midcentury lunchroom on the West 51st St. side, and a Danish-Modern cocktail lounge from the West 52nd St. entrance. One of the larger Schrafft’s, it not only ran through the block but had two levels.
It opened in the mid-40s while the Esso Building was being completed at 75 Rockefeller Plaza, and seems to have closed about thirty years later.
Originally Rock Plaza was intended to extend to West 53rd Street, but the developers were unable to buy out the ’21’ Club on the south side of the , across from what would become the north entrance of Schrafft’s, and a stone’s throw from Toots Shor.
For its July 1960 issue, Esquire magazine featured an all-star lineup of contributors offering their paeans to New York City (which in this case means mostly, though not entirely, the sort of Manhattan depicted in The Best of Everything). Perhaps the best piece, a one-page affair, was written by the obscure T.E. O’Neill. Called “The Years with Wrath,” it’s a pointed but affectionate parody of James Thurber’s memoir about working under Harold Ross at The New Yorker.
With any luck you should be able to read this image here . . . somehow . . .