Target is taking its love affair with Greek yogurt to the next level.
The cheap-chic retailer has been expanding its yogurt selection as well as other categories such as granola, craft beer, and premium sauces as part of its ongoing revamp of its grocery aisles. Now it's planning to put in a Chobani Cafe at its upcoming 45,000-square-foot store in the Manhattan neighborhood of Tribeca, which is slated to open in October.
It joins a number of experimental cafes that Target has been testing in various stores. Freshii and D'Amico & Sons are some of the other concepts that Target has rolled out to a handful of stores in the place of cafes that offer things like hot dogs, popcorn, and pretzels. The new in-store restaurant concepts are aimed at fulfilling two of Target's goals -- offering more local selections as would be the case with Twin Cities-based D'Amico & Sons and giving customers more better-for-you options as in the case of Freshii.
The Chobani Cafe fits both of those strategies given the yogurt maker's New York heritage. This will be the yogurt company's second cafe location. The first and only other cafe of its kind opened in SoHo in 2012.
The cafe inside of Target will include a yogurt bar as well as sandwiches, soups, coffee and desserts made with natural ingredients.
"The Choban Cafe is a really special part of the brand that sets us apart and allows our beliefs around great food and great design to come to life," Peter McGuinness, Chobani's chief marketing officer said in a statement. "For us, it's a sort of test kitchen for what you'll see us doing down the road, and for our fans, it's come to represent an incubation an inspiration destination."