Cafe Case Study: Noble Fat – Specialty Matcha Program in Chicago, IL
Noble Fat is a Chicago-based specialty matcha cafe redefining how matcha can be executed with precision, care, and storytelling in a modern cafe setting. In this case study, The Matcha Program team—Jules Reyes and Marc St Raymond—break down what makes Noble Fat’s matcha program a standout example of education, design, and consistency that every cafe operator can learn from.
TL;DR for Busy Operators:
Noble Fat sets the bar for cafe-based matcha programs with a clean, efficient station design, cultivar-forward menu storytelling, passionate barista training, and thoughtful adaptations that balance authenticity with operational flow.
Note: Our case studies are never sponsored. We pay for our own beverages to ensure each review remains objective. During our second visit, the owner, Agnes, recognized us from Instagram and kindly treated us to matcha and ube basque cheesecakes (which were delicious, by the way).
Why We Visited
Left: Jules and Marc holding their yet-to-be-launched product (obscured with an emoji) in front of “The Bean” in Chicago. Right: Jules holding the Double Matcha drink from Noble Fat.
We traveled to Chicago to bring our new product to life, launching early December. A few friends in the matcha industry insisted we add Noble Fat to our itinerary—and we’re so glad we did.
Noble Fat has one of the most intentional specialty matcha programs we’ve experienced in the U.S. While we did spot a coffee hopper behind the bar, their primary focus is matcha, and it shows in every detail.
As a reminder, The Matcha Program was created to resource high-volume cafes that manage both coffee and matcha programs. The operational realities differ from teahouses or matcha-centric cafes, but every operator can learn from programs that truly get it right.
Our goal with this and future case studies is to highlight best-in-class matcha programs that cafe operators can draw inspiration from and use to audit and refine their own systems, training, and storytelling.
Framework: What We Look For
Jules during the first visit to Noble Fat.
When we visit cafes to gauge the strength of their matcha program, we evaluate across five areas:
Matcha Station Design
Menu + Storytelling Design
Barista Knowledge
Matcha Preparation
Customer Experience
Below is how Noble Fat stood out across each.
1. Matcha Station Design
Noble Fat’s tidy matcha station that shows dark storage containers, a temperature-controlled kettle for hot drinks, and a hand-whisking station.
Intentional. Efficient. Thoughtful.
Noble Fat’s matcha station immediately stood out for its clean, organized layout and attention to detail. Their team clearly understands the importance of proper matcha storage, using airtight containers that are labeled and positioned for quick service.
A whisking station was set up to support steady drink flow, minimizing bottlenecks during rushes. Everything was tidy and well-maintained, reflecting their high standards behind the bar.
2. Menu + Storytelling Design
Left: Noble Fat’s primary menu on the wall highlighting the cultivar options and their corresponding drink format choices. Right: The Matcha Guide at their POS that shares sourcing information and details about their cultivars.
This was one of our favorite matcha menus we’ve come across.
Noble Fat doesn’t just list drinks, they educate and storytell. Their wall menu highlights cultivar options and distinct drink formats:
Americano-style matcha for their Uji Hikari or Samidori
Hot or Iced Lattes featuring other cultivar selections
They even offer a Matcha Guide, a printed piece that walks customers through each cultivar’s flavor notes and origin, a thoughtful touch that empowers guests to choose based on taste, not just trend.
Seasonal drinks are also clearly labeled by cultivar, which we love. Their Hojicha Menu further demonstrates their commitment to offering range without diluting focus.
3. Barista Knowledge
One word: impressive.
We didn’t go in asking, “Can you tell me about your matcha?” (the answer is clear from the menu). Instead, we asked operational questions like how many grams are used in an Americano versus a Latte, and what water temperature they use for hot drinks.
Their teammate Liv stood out immediately. She was not only knowledgeable but genuinely passionate about matcha. Her energy and enthusiasm were infectious, and it’s clear that she takes pride in representing the craft.
The depth of product and process knowledge among their baristas reflects strong internal training and leadership from Agnes and her team.
4. Matcha Preparation
Noble Fat whisks each drink to order, which we expected from a matcha-focused cafe, but what impressed us most was how they’ve adapted traditional tools for cafe operations.
They use bamboo whisks paired with electric whisk attachments, a smart approach that helps reduce wrist strain and supports teammates with mobility needs while still honoring the craft’s tactile ritual.
The hot water used for their Americanos is kept within matcha’s ideal range, and it shows. My Uji Hikari Americano had a smooth, umami-rich body with oceanic depth and a gentle brightness, one of the best expressions of that cultivar I’ve had in a cafe setting.
As we enjoyed our drinks, Marc made a great point: the Hot Matcha Americano and how a cafe approaches it is the perfect test of a team’s fundamental knowledge of matcha preparation. It immediately reveals the level of care and understanding behind the bar, particularly when it comes to managing water temperature within matcha’s ideal range. Moving forward, the Hot Matcha Americano will be our baseline drink we order in every cafe visit.
What We Ordered
Over the course of two visits, we ordered a range of drinks to experience the depth of their matcha offerings:
Iced Americano – Saemidori
Iced Americano – Uji Hikari
Hot Americano – Uji Hikari
Double Matcha
Iced Matcha Latte – Goko
Iced Strawberry Matcha Latte
Each drink showcased how carefully the team approaches recipe development and consistency. The cultivar-specific options allowed us to appreciate the nuance in flavor expression across temperature and format.
5. Customer Experience
Left: Jules holding the Hot Matcha Americano made with the Uji Hikari cultivar. Top Right: Jules excited to eat the basque cheesecakes gifted to us. Bottom Right: Jules, Evan, and Marc post-Noble Fat treats.
Across both visits, the experience was thoughtful and memorable.
Day 1 highlight: Liv, who was behind the bar making drinks, stood out immediately. Her energy, knowledge, and enthusiasm were contagious, and our conversation was a major draw for me to return and share the experience with Marc and Evan. She embodied the kind of passion that guests remember long after they leave.
Drinks were beautifully presented, with a vibrant green hue that signaled freshness and quality. The flavor profiles were balanced and layered, rich in umami, smooth in texture, and thoughtfully dialed in.
Meeting founders Agnes Capili and Eric Arce was another highlight. They exude warmth and clearly lead with both heart and discipline.
The complimentary matcha and ube basque cheesecakes on our return visit were an unexpected gift and absolutely divine.
Takeaways for Cafe Operators
1. Education builds trust.
Noble Fat’s use of a printed Matcha Guide and cultivar-forward menu helps guests understand what they’re drinking, empowering them to make informed choices while deepening appreciation for the craft.
2. Operational design supports consistency.
A clean, efficient matcha station with multiple whisking setups allows for both speed and quality control, which is essential during busy hours.
3. Barista enthusiasm drives guest experience.
When team members are genuinely excited about the product, guests feel it. Investing in barista education and empowerment pays off far beyond the bar.
4. Adapt tradition thoughtfully.
By pairing bamboo whisks with electric attachments, Noble Fat shows that innovation and accessibility can coexist without compromising authenticity.
5. Presentation and hospitality matter.
From vibrant color and taste to genuine connection, every guest touchpoint contributes to how your matcha program is remembered.
Final Thoughts
Exterior of Noble Fat.
If you ever find yourself in Chicago, Illinois, add Noble Fat to your list.
Whether you’re a cafe operator looking to refine your own matcha systems or simply a matcha enthusiast, their program is a masterclass in intentionality, education, and execution.
