Ferrero – The Nutella Cafe

22 May


The world’s first Nutella Cafe will open up 31st May in Chicago. The two-level location will serve guests a variety of Nutella-themed treats, as well as some healthier options.


The Nutella Cafe


The Aim

“To truly capture the essence of the Nutella brand from the moment you step through the door and into the space.”


What Are They Doing?

On 31st May, Ferrero, the Italian brand responsible for inventing Nutella, will open the first ever Nutella Cafe in Chicago. The cafe will be a permanent fixture, where visitors can order a range of Italian specialities with a Nutella twist. Sweet treats include: crepes, gelato, baguettes, muffins, waffles, granola and fruit salads.

Supporting the ‘sinful’ options are a range of savoury paninis, salads, soups and hot beverages to counterbalance the indulgence, the full menu of which can be also viewed online. Ferrero have also promised one free menu item for the first 400 visitors, as well as “special surprises” yet to be revealed.

Noah Szporn, Nutella North America Head of Marketing, said on the cafe:

“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. The Nutella cafe 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.”


Why Do We Like It?

Nutella has hosted several pop-ups in the past, including one at Harvey Nichols and a pop-up bar at Eataly, also in Chicago. However, as the first permanent fixture of its kind,the Nutella Cafe is a massive statement of intent from Ferrero.

We also like that the cafe will serve healthy, wholesome, non Nutella-based foods, turning the location from a one-time visit or a once-in-a-while treat, into a genuine eatery, able to develop a solid base of regular customers, along side the traffic brought in through tourism and the Nutella brand name.


If you’re planning to add a pop-up to your brand’s experiential marketing repertoire, why not check out the pop-up deli we created with Rachel’s for some ideas, or contact us today to find out how we can help!