Lululemon, the athletic apparel company known for its yoga clothing, is entering the restaurant industry!
Lululemon opened up a new 20,000 square foot store in the Lincoln Park area of Chicago earlier this month. The store includes merchandise, studios for yoga, high intensity training, and meditation, and a new restaurant concept called “Fuel.”
Lululemon’s VP of experiential retail told Eater Chicago that they decided on entering the restaurant industry in Chicago as it was one of the handful of cities where the chain first expanded into.
The restaurant features an island in the center with bar seating. There are two coolers full of grab-and-go drinks and ready-to-go food for customers. Additionally, there’s an espresso machine with beans from West Town’s Dark Matter Coffee.
Erickson also mentioned that Lululemon plans on using the most seasonal and beautiful produce to create the most photogenic plates. Executive chef, Paul Larson, knows that Chicago is situated to polar vortices and notes that trending diets come and go. That is why they have built a flexibility to change the menu to accommodate trends.