A sweet treat is headed to Chicago: a standalone brick-and-mortar Nutella restaurant. Ferrero, the company behind Nutella, is opening the first owned and operated Nutella Café in Millennium Park featuring the cult favorite hazelnut spread.
"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, tells The Chicago Tribune. "Everything screams 'Nutella.'"
We can get on board with that.
The menu includes crepes, gelato, and other treats like croissants, baked muffins, hand pies, steel-cut oats, waffles, pancakes, and french toast — all of these items feature Nutella, which was introduced to the market in 1964, on some level. There's even a savory menu with dishes like paninis, bacon and cheese strata, seasonal salads, and soup.
"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, vice president of marketing for Ferrero U.S.A., tells Kitchn. "The Nutella Café offers something for everybody, and we encourage everyone to come in and try a dish or snack. We hope Nutella enthusiasts, Chicagoans, and visitors enjoy the cafe as much as we enjoyed creating it."
This wouldn't be the first Nutella-centered eatery. Mario Batali's Eataly has Nutella Bars in two locations: Chicago and New York City. The Nutella Café is unique from those locations because it's owned and operated by parent company Ferrero — Eater reports the new eatery will not impact the status of the Eataly shop — and it has a savory menu.
Chicago's Nutella Café will open its doors to Nutella enthusiasts on Wednesday, May 31 at 10 a.m. local time.