Passersby approach suburban Rosemont's new Sugar Factory American Brasserie like it truly is a box of chocolates.
The space's retail area, full of confections and the celebrity-endorsed Couture Pops, is easily noticeable, unlike the restaurant and bar elements.
"A lot of people that walk by see the candy site because it's very well lit, they think we're just a candy store," said general manager Anna Finnegan.
But the Sugar Factory wants to draw more than kids wanting a sugar high. Three bars, a late-night food menu and DJs with a 4 a.m. liquor license make the Sugar Factory attractive to adults, Finnegan said. There's seating for 200, and an outdoor area when temperatures will allow. There's also a 60-oz alcohol-infused smoking candy goblet for drinkers.
The nightlife drives the Sugar Factory's two posts in Las Vegas. They also have stores in Los Angeles, New York and Miami. The proximity to Hollywood as made the brand popular with celebrities like Katy Perry, Nicki Minaj and Kim Kardashian. Next month Kylie Jenner is set to appear for a grand opening party. The date hasn't been released.
The King Kong Sundae, a 24-scoop monstrosity, highlights the menu. Finnegan sees the sundae being popular with bachelorette and children's birthday parties, and even corporate clients thanks to Rosemont's proximity to O'Hare International Airport.
The food's upscale/casual, Finnegan said, but the chef behind the menu has a fine-dining background and wants to concentrate on homemade dishes. The opening menu will see a few tweaks in the coming weeks.
Check out the lunch and dinner menus below: