The Greek yogurt giant Chobani is getting a cafe – inside a Target.
The Minneapolis-based retailer said Wednesday morning the Chobani Cafe will be located in Target's new Tribeca neighborhood store in New York, when that "flexible-format" store opens this fall.
So what will be at this Chobani Cafe? Food that uses the signature Chobani product of Greek yogurt, plus other "hand-selected, artisanal ingredients."
"In addition to both sweet and savory yogurt creations, the café will offer sandwiches, soups, coffee and desserts, all made with only natural ingredients," the release says.
You might be able to get a hint by looking at the menu for Chobani SoHo, the brand's first (and until this Target location opens, only) cafe.
Millennials and Greek yogurt
Last year, the Wall Street Journal reported that Target planned to revamp its grocery division to attract younger shoppers. That meant moving away from packaged and processed foods and zeroing in on products like granola, yogurt and craft beer to attract urban millennials and Hispanics.
And millennials love their Greek yogurt.
Dairy Herd said that from 2006-2011, Greek yogurt sales went up by 2,500 percent – and that was driven by younger people having a sudden interest in what's marketed as a convenient, health-conscious food options.
Chobani has benefited, with sales reaching $1 billion (though it did stagnate last year, as the Wall Street Journal noted).
New food options in Target
While the Chobani cafe is happening in New York, Target has rolled out a handful of similar changes in some Minnesota locations. The store in northeast Minneapolis got a Freshii, rather than the traditional cafe; while locations in Edina and Maple Grove got D'Amico and Sons.
“This touches three important priorities at Target – Wellness, Food and Localization,” a Target spokesperson told BringMeTheNews at the time. “This test demonstrates how Target is addressing our guest’s changing mindset by thinking differently about an important in-store experience.”