July 09--These days, even food courts are being "curated."
Take the planned makeover at the Ogilvie Transportation Center at 500 W. Madison St.
Over the next several months, patrons will say goodbye to traditional food court fare as Burger Joint, Robinson's No. 1 Ribs and Caribou Coffee are replaced by trendier and higher-priced local outlets like Eastman Egg Company and Piggy Back Tavern.
The food court, under the Citigroup Center office building, will soon add six new restaurants, including Halsted Street Deli, Freshii, BenjYehuda and Madison Tavern.
The move reflects a national trend in food courts. Spaces where commuters and office workers typically grab fast food from well-known national operators are being transformed into culinary destinations with a more "curated" feel, according to Todd Siegel, vice president of retail at CBRE, who is overseeing the renovation and leasing for the project.
These new, higher-end boutique eateries specialize in limited menus -- so no more long lists of various burgers, chicken dishes and noodles in the same restaurant. They also come with a higher price -- a barbecue sandwich and fries at Piggyback Tavern cost nearly $7. And, with the exception of Freshii, a national chain, they typically have fewer locations.
The new look brings a more relaxed, cooler environment, Siegel said, meant to feel like home -- or a cool place to hang out.
"We're seeing this not just in Chicago but on a national basis," he said, noting food court transformations in the former CPS building on South Clark Street and a new development in downtown Miami. "We tried to embody something that is closer to what you'd find in Soho House," said Siegel, referring to the members-only club in the Fulton Market district.
That's because office buildings, Siegel said, are becoming less corporate and more like hotels. This includes letting go of traditional fast-food chains like Taco Bell and Sbarro and wooing local restaurant owners who will bring more modern tastes to discerning foodies and health-conscious consumers.
The new look will have custom furniture, warm wood interiors and poured concrete floors. The renovation is in line with the evolving tastes of today's office worker, Siegel said.
He calls these worker bees "TAMIs": an acronym for younger, hipper workers in the technology, advertising, marketing and Internet fields. Their deeper pockets and more disposable income are behind the shift in what's being found in the food court, Siegel said.
KBS, which owns the building, will spend $3.8 million on the makeover.
But fast-food lovers need not worry -- food court mainstays like Arby's, McDonald's, Dunkin' Donuts and Popeye's Chicken remain. "At least until their leases are up," Siegel said. "We're seeing that these local guys are more successful," he said. "People like a locally curated concept, especially when they are done well."
crshropshire@tribpub.com
