Target's (NYSE:TGT) first store in Manhattan will include a Chobani Cafe, a partnership first for both brands.
The location planned for New York's Tribeca neighborhood will have a first-floor cafe that will serve sweet and savory yogurt dishes, sandwiches, soups, coffee and desserts.
Chobani opened its first cafe, a stand-alone unit, in SoHo in 2012. This will be its second location.
"The Chobani 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. For us, it's a sort of a test kitchen for what you'll see us doing down the road, and for our fans, it's come to represent an incubation and inspiration destination," said Peter McGuinness, chief marketing officer, Chobani. "As we look to expand our cafes in more locations, the partnership with Target Tribeca was a great way to do that in downtown New York City."
The 45,000-sq.-ft., two-story store is near the World Trade Center Transportation Hub. The first floor will feature apparel and home goods. The lower level will have a CVS pharmacy, fresh foods including organic produce and grab-and-go meals, baby and kids' items, pet supplies, tech accessories, home organization and storage items, and party and office supplies.
The company is testing new fixtures in apparel and home decor as well as enhanced displays in the health and beauty, electronics and entertainment departments.
"Through Target's flexible-format stores, we're able to build customized stores in urban neighborhoods – like the Tribeca store – to make it easier for guests to shop," said Anne Stanchfield, VP, flexible formats and localization, Target. "There are a number of things we're excited to share with guests who shop the Tribeca store, including the freshness and convenience of Chobani Cafe, trendy and affordable apparel and home products, and a merchandise presentation that will make it fun and easy to shop."
The "flexible-format" store is reflective of Target's strategy to expand in urban centers and other nontraditional big-box locations including college campuses.
- see this A Bullseye View blog post