The world’s first Nutella cafe will be opening in Chicago on May 31 and many of the items offered on the menu will include Nutella as one of their ingredients: crepes, waffles, ice-creams, cookie sandwiches, croissants, oatmeal, granola, and yogurt all come filled and/or topped with the chocolate and hazelnut spread. Not every item on the menu will include Nutella – there will be panini sandwiches, salads, and savory crepes – but everything is inspired by the origins of it, according to Noah Szporn, vice president of marketing for Ferrero.
Not only the menu is inspired by a jar of the chocolate and hazelnut spread; it also inspired the decor. So much that customers, entering the open floor plan with communal tables on the first floor, will have the sensation of stepping into a jar of Nutella. The creamy white color of the walls is complemented by dripping Nutella-colored embellishments on the ceiling, and hanging lights in the shape of flowers of the hazelnut plant. Also, the bright red of the “Nutella” logo is also featured in the décor; it is the color chosen for the couches on the second floor.
“We wanted to create a world of Nutella”, declared Szporn in a statement. For this reason they consulted with Angela Baird, the director of operations at BIG Retail, who said that everything “It’s designed to make you feel like you’re actually walking into a jar of Nutella. Everything screams Nutella.”