Breakfast At Tiffany’s was released back in 1961. The film is now pretty much considered a classic in pop culture. Audrey Hepburn starred in the movie and gave a memorable performance.

So what does the movie Breakfast At Tiffany’s has to do with the Tiffany & Co. luxury jewelry brand? Well, aside from the fact that they both have something to do with luxury and wealth, it’s merely a play on words.

You can now literally have breakfast at Tiffany’s. Okay, now that we are past that, this also happens to be a genius marketing move on Tiffany & Co. behalf.

With Amazon taking over and online shopping becoming more and more of the thing to do, physical retail stores have definitely taken a hit. So, what do you do to compete with the online market? You add more to the offline experience.

The Blue Box Cafe will be the “first-ever retail concept that will serve American classics that change with the season. Diners will be able to order coffee and a croissant for $29.”

Will this prove to be as genius as it sounds? Only time will tell, but you have to give Tiffany & Co. an A for this innovative effort.