Ferrero is opening the U.S.’s first-ever Nutella Cafe in Chicago’s Millennium Park Plaza on May 31. The two-level Italian eatery’s menu features classic Nutella pairings, like crepes, gelato, and waffles.
Bakery treats include Nutella-filled croissants and baguettes with “dollops” of the spread, among others. And for a more breakfast-forward Nutella experience, patrons can opt for steel-cut oats or yogurt to serve as a base for their chocolate-hazelnut topping. Customers can also purchase family-style fondue pots, which comes with fresh fruit or assorted shortbread cookies. And for a more savory spin, the cafe offers several non-Nutella options: crepes, paninis, salads, and a fresh soup of the day.
And, apparently, the cafe's creators are thinking far beyond flavor: “It’s designed to make you feel like you’re actually walking into a jar of Nutella,” Angela Baird, the director of operations at Brand Innovation Group, who consulted with Ferrero USA on the project, told The Chicago Tribune. “Everything screams ‘Nutella.’”
The restaurant’s open floor plan allows guests to walk through a jar-shaped door and enter the cafe. There are both indoor and outdoor seating options, and the decor matches the spread’s iconic red and white label. When the cafe officially opens its doors at 10 a.m. on Wednesday, May 31, the first 400 customers will receive a “special prize.”
For those who simply can't wait until the end of the month, the Nutella counter at Chicago’s Eataly offers a pared-down version. There, the Nutella section of the restaurant-marketplace sells crepes, as well as pastries featuring the popular spread.