Kellogg’s has a year-round cereal café in Times Square. Chobani has one in New York’s Soho and Tribeca neighborhoods. So why shouldn’t the Nutella brand get its American shrine—and not in New York?
Why not indeed. Italy’s Ferrero, makers of “the Original Hazelnut Spread,” are opening the Nutella Café in Chicago, a permanent outlet that is the first restaurant owned and operated by the company.
Opening on May 31 just steps from Chicago’s Millennium Park, the chocolate spread with millions of fervent fans will not disappoint them, offering what the company called a “specially curated menu” of items that demonstrate the many ways in which the famous spread can be used in a variety of culinary applications.
In addition to a new revenue stream, the brand experience aims to inspire fans with new ways to use Nutella at home.
Exclusive menu items at the world’s first Nutella Café will include warm grilled baguettes with Nutella, fresh roasted hazelnut and blueberry granola with yogurt and Nutella, and Italian specialties such as “Panzanella” fruit salad and Gelato Affogato—a tasty dollop of Fior di Latte topped with Nutella.
The cafe will offer a number of dishes without the famous hazelnut spread, including panini options, salads and other specialties.
“We wanted to create a world of Nutella for our fans that could truly capture the essence of the brand — not just in the dishes that will be served, but in the full experience from the moment you step into the space,” Noah Szporn, head of marketing for Nutella North America, said in a statement.”The Nutella Café offers something for everybody, and we encourage everyone to come in and try a dish or snack.”
Chef Rocco DiSpirito will be there for the grand opening, and the first 400 visitors will receive a free menu item and a “chance for other special surprises,” the company added.
Watch the café’s Facebook page for more pre-opening details.