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First permanent Nutella Cafe opens in Chicago
Nicole Schnitzler,
Special for USA TODAY Published 6:51 a.m. ET May 31, 2017 | Updated 4:14 p.m.
ET May 31, 2017
As if food lovers needed any more reason to visit Chicago this summer, now
we all have one: the Nutella Café, which opens its doors today on the
city’s bustling Michigan Avenue. The restaurant is the first Nutella Café to be
owned and operated by parent company Ferrero, whose team decided on a Second
City opening for one big factor, in particular.
“There’s an incredible dining culture in this city, and Nutella is all about
the idea of sharing good food with friends and family,” says Noah Szporn, head
of marketing at Nutella North America. “We thought that Chicago would be the
perfect place to do that.”
While the team has hosted several pop-up cafés worldwide, the Chicago
opening is its first permanent fixture — and as such, they wanted to make
the experience a memorable one. Visitors enter through a door in the shape of a
Nutella jar to discover ample space for sitting and lingering underneath
acoustical panels resembling waves of chocolate and bright yellow lighting
fixtures in the shape of hazelnut flowers that illuminate, of course, what
everyone is here for — the food.
An all-day menu is offered and includes an extensive lineup of sweet
and savory options, both big and small, each of which is in some way inspired
by Nutella or its origins. “We wanted to challenge the chefs with the idea of
carrying the essence of Nutella throughout the day, whether that’s in a
breakfast pastry or a salad,” notes Szporn, who references greens topped with
chopped hazelnuts and panini filled with speck ham sourced from Piedmont,
the same Italian region where Nutella began. Sweeter options include everything
from traditional go-tos, such as Nutella-hazelnut baguettes and Nutella-banana
crepes, to more creative incorporations of the spread (think oatmeal or fruit
salad with yogurt).
Whatever guests order, the team hopes they’ll take their sweet time
enjoying it. “Nutella has a European heritage, and part of that includes the
idea of visiting patisseries and cafés and spending time to sit down with
others and relax,” says Szporn. “We’re hoping that practice carries over.”
Nutella Café is located at 189 North Michigan Avenue in Chicago and is
open Monday-Thursday, 7 a.m. to 9 p.m., Friday, 7 a.m. to 10 p.m., Saturday, 8
a.m. to 10 p.m., and Sunday, 8 a.m. to 9 p.m. To learn more, call 312-729-5186.