Nov 15, 2017 | By WGSN Insider
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As dining becomes the new black and the new frontier for brand-building, Ferrero is making a bold move with its longstanding Nutella brand.
The company is opening its first owned and operated restaurant for the hazelnut spread, called the Nutella Cafe.
The location opens in Chicago on May 31 with a curated menu that includes exclusive such as warm, grilled baguettes with Nutella, fresh-roasted hazelnut and blueberry granola with yoghurt and Nutella, and Italian specialties like Panzanella fruit salad, and Gelato Affogato, Fior di Latte topped with Nutella.
“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.” said Noah Szporn, Head of Marketing Nutella North America. “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.”
There will also be a number of dishes available without the spread, including a wide selection of savoury dishes such as paninis, salads and other specialties.
It opens at 151 North Michigan Avenue, one block from Millennium Park. A social media campaign has also been launched to complement the opening with the branded hashtag, #NutellaCafeChicago for consumers to join the conversation.
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