Five Things to Know About America’s First Nutella Cafe

Chicago’s going hazelnuts about the opening of the first standalone Nutella Cafe, happening at 10 a.m. on Wednesday. In preparation of this event at 189 N. Michigan Ave., here are five facts about the new cafe:

1. While Chicago’s is the first stand-alone Nutella Cafe in America, there have been other spots that focus on the hazelnut spread. Mario Batali’s Eataly has Nutella counters in Chicago and New York. There’s also a Nutella cafe in Toronto, but that’s also located within another store.
2. The first 400 people in line before the 10 a.m. opening on Wednesday get free stuff: A coupon for a free item and other surprises. The opening’s Facebook page adds this: “Who knows, you may even run into a famous celebrity chef.” As of Tuesday afternoon, via Facebook, 3,000 people were going and 14,000 were interested. Get in line early if attendees want any chance at scoring those giveaways.
3. While Chicagoans hope they’ve permanently put away their winter gear for the season, the Nutella Cafe’s second floor features a fireplace. No one wants to see that lit until November.
4. It won’t just draw tourist and food obsessives, as the cafe should get heavy traffic from office commuters during the work week. That’s one reason why it’s embracing the all-day cafe concept. The menu goes beyond the sweet stuff with sandwiches and salads. Weekends should make the cafe a destination for families near Millennium Park. Yes, there’s a section for kids on the menu.
5. Ferrero USA owns the Nutella brand. Unlike the Nutella counters, this new standalone cafe is owned and operated by the company. Ferrero’s holdings include Ferrero Rocher and Tic Tac. It shouldn’t be confused with Ferrara Candy Co., the suburban Chicago company that makes Lemonhead, Red Hots, and Now and Laters.