“It's like walking into a jar of Nutella itself”. Thus the Chicago Tribune, in giving the news of the opening, which will take place on May 31st, describes the Nutella Cafe on Michigan Avenue, first restaurant in the world entirely dedicated to the Italian brand. The following details are those that will make the mouth water for fans of the hazelnut cream produced by Ferrero, which is wholly owner of the venue, and will also manage it: "The warm and creamy white color of the walls is embellished by the ceiling Nutella colored and with lights hanging in the shape of flowers of the hazelnut tree”.
Everything is therefore inspired by Nutella, "the most famous and loved jar of chocolate and hazelnut" in the world, even "the red accents, which evoke the sensation of immersing a spoon in a jar that has just been opened, with the red "Nutella" logo brilliant that wraps around your face”. “It's designed to make you feel like you're actually walking through a jar of Nutella,” said Angela Baird, director of operations at BIG Retail, the company that designed the venue together with Ferrero USA. arranged over two floors and located right on the shores of Lake Michiganin downtown Chicago.
But why in Chicago? “There's a fantastic food culture here – explained Ferrero's vice president of marketing, Noah Szporn, to the Tribune -. Chicago is unlike any other major city. We wanted to become part of this world and bring people together with food." According to an OECD report, Nutella – born in 1964 and among the most important Made in Italy brands in the world – is one of the best examples of a global product, present in over 100 countries spread over three continents. Every year Ferrero produces 350 thousand tons of spreadable cream, with a turnover of 1,7 billion euros, equal to about 20% of the Piedmontese company's total revenues.
In addition to the atmosphere of the place, Nutella is obviously also present on the menu. From simple warm baguettes filled with spreadable cream, to waffles, fondues, ice cream and even a revisited “panzanella” consisting of “a fruit salad dipped in yoghurt and covered in Nutella”. Mouth-watering food even for those who don't particularly like sweets: in fact, the restaurant also offers sandwiches with speck ("still produced in Northern Italy, like Nutella", explains Trubine), savory crepes and cold pasta. Take note: the first Nuella Cafè will open at 151 Michigan Avenue on May 31st.
