Protein Bar Founder’s Limitless Coffee Planning West Loop Flagship Shop

Limitless High Definition Coffee & Tea, the company started last year from Protein Bar founder Matt Matros, wants restaurants to take notice of their products. That’s a reason behind their plan to open a 2,550-square-foot facility in one of Chicago’s trendiest neighborhoods, West Loop. The space—part roastery, part coffee shop—will be a stage where Limitless can showcase what they do to Chicago’s culinary elite, Matros envisions.

Matros said he hopes to open the space at 219 N. Green St. this summer. The design will break away from a traditional coffee shop, as they want visitors to feel like they’re working inside a high-end office space. Limitless’ mantra is “power and productivity” and Matros said he wants customers feel comfy, to host meetings inside a creatively-designed work area.

Crain’s first reported the news and mentioned Limitless will move their primary roasting operations to the new place. They’ll still retain the current roastery at 316 N. Elizabeth St., which is near the upcoming one.

Food-wise, Limitless went around the Fulton Market corner and hired Roister sous chef Gina Calamia as their culinary director. They’re still developing their menu, but Matros said they’ll serve “an awesome brunch.” They’re using coffee shop items as a baseline, but will use exotic and avant-garde ingredients. For example, in pastries that normally call for sugar, Matros suggested they’d substitute a monk fruit sweetener.

Limitless does well supplying coffee for corporate clients, Matros said, but he wants more restaurant customers. Matros wants to show them the differences in how they source their coffee compared to the competition. Opening in Fulton Market hopefully will grab the attentions of restaurant owners: “We’re going to use the space to highlight our roasting,” Matros said.

What’s the difference in the roasting process? Limitless says they remove beans’ toxic substances through wet-washing and air-roasting techniques. The Tribune noted that these claims haven’t been verified.