Meal-replacement shakes are the mainstay at Protein Bar, a stylish new quick-service concept in Chicago from former packaged-food industry manager Matt Matros.

Patterned to look like a stylish hotel bar with bright orange accents, cool-glowing self-serve bottled-beverage displays and counter service for food and drink, Protein Bar is open 7 a.m. to 7 p.m.

The menu includes breakfast bowls, soups, wraps, salads and other high-protein items. “But the main focus is meal-replacement shakes,” Matros says.

Nine signature high-protein drinks include the best-selling Michigan Ave-alanche, with vanilla protein, choice of milk, choice of yogurt, banana, granola and almonds. And the Wrigley Peeled has chocolate protein, choice of milk, all-natural peanut butter and banana. Each is priced at $5.15. Guests can choose between whey, egg or soy protein, can customize drinks with mix-ins or natural sweeteners such as honey or agave nectar, or go for the Build a Drink, completely custom option.

Until now, meal-replacement shakes have been limited largely to cafes at fitness venues. Matros says his ingredient mix is a point of difference from competitors. Unlike other smoothie or juice bars, juice is not used. Instead, shakes are made with all-natural proteins, milks and fruits.

“Smoothie bars largely rely on high-refined-sugar-content concentrates to make their drinks, which are loaded with empty calories and carbs.” he says. “Our shakes are made with fresh fruit that we freeze. No sugar.” Matros adds that other venues that serve protein shakes limit the portion to 6 or 7 grams of protein per drink. Protein Bar shakes have a minimum of 22 grams of protein per serving, which Matros says promotes a feeling of fullness for a longer period.

Matros plans to expand the concept in Chicago and, if it succeeds, take it elsewhere.