PRESS: Limitless Coffee Opening Flagship In West Loop

Posted on 27.01.2017 by Josh Ward

This post was originally seen in Crain's, Chicago's Business publication. It can be viewed, here.  

Protein Bar founder Matt Matros plans to open a flagship store for his new coffee company this summer in the Fulton Market District.

Limitless High Definition Coffee & Tea leased 2,550 square feet in a retail building planned at 219 N. Green St. by Chicago developer Shapack Partners, Matros said. He also is an investor in the single-floor building, where his coffee company will take half of the space when it opens in June or July, he said.

“We've been waiting for a spot that highlights and shows how our brand is different,” Matros said. “We're going to use that space to show the world what we're doing.”

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The Green Street building will be the flagship for promoting Limitless, which focuses on clean, “wet-washed,” performance-enhancing coffee beans. Tea and coffee drinks will incorporate exotic ingredients such as maca root, turmeric, grass-fed butter, kava root and bee pollen, he said.

The new building also will be Limitless' roastery. Its current one, which opened last spring at 316 N. Elizabeth St., will focus solely on producing cold-serve coffee and tea drinks when the Green Street facility opens, Matros said. Those bottled drinks are sold in all Mariano's grocery stores.

Limitless' flagship also will offer food, with former Roister sous chef Gina Calamia serving as culinary manager, Matros said. Limitless consultants include Anne Owen of juice bar Owen & Alchemy, Peter Rahal of protein bar maker RxBar and Andy Friedman, co-founder of popcorn maker SkinnyPop, he said.

Former Chicago Bears receiver Brandon Marshall, whose Project375 promotes awareness of mental illness, and other athletes are Limitless advisers, according to Matros.

The Fulton Market District, on the northwest corner of the West Loop, was a longtime home to meatpackers and food wholesalers and is also known for chef-driven restaurants on Randolph Row. The neighborhood is experiencing a boom of new development, including Shapack's plans to bring London-based boutique hotel Hoxton to a site across the street from 219 N. Green.

Shapack CEO Jeff Shapack said demolition of buildings on that site began this week, with construction of the hotel scheduled to begin by February.

Crain's previously reported Limitless' plans to open a coffee bar in the office building at 150 N. Michigan Ave., and Matros said he's likely to add other retail locations.

Matros wants to grow Limitless, which ended 2016 with about $500,000 in revenue and 15 employees, to $2 million and about 40 workers in 2017, he said. Much of the company's business now is in providing coffee to offices in Chicago and Los Angeles, with clients including WeWork, Twitter, Pinterest, Pandora and LinkedIn, according to Matros.

Matros sold a large stake in Protein Bar, a chain of healthy fast-casual restaurants, to private-equity firm Catterton Partners in 2013 but remains on the company's board.

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