The much-hyped Nutella Cafe opened Wednesday at noon E.T. in New York City.
Ferrero, the private Italian confectionery brand, opened the first-ever Nutella Cafe in Chicago last May. The company used it as a test case prior to opening in New York.
The cafe is permanent, unlike many other fleeting, experiential pop-ups like The Egg House and the Museum of Pizza. It’s pretty much a normal eatery with a Nutella-centric menu, including everything from hazelnut blondies, grilled banana bread, chia and hemp seed pudding, frozen ice pops — everything with Nutella, of course. You can get extra Nutella for one dollar more.
“We are thrilled to celebrate the grand opening of the Nutella Cafe New York in one of the greatest culinary cities in the world,” said Rick Fossali, vice president of operations, Nutella Cafe. “The response to our first Nutella Cafe in Chicago has been outstanding, and we cannot wait to treat New Yorkers and tourists alike to a wonderfully delicious Nutella experience showcasing the uniqueness and versatility of this beloved product.”
With over 100 people in line prior to the grand opening, the cafe was filled with exuberant bloggers capturing their crepe content for social media. But the location is likely more than just a fleeting fad.
It looks like it may have legs in New York City, as it’s situated at University Place and 13th Street, a prime location to attract trend-chasing college students. NYU is right around the corner.
Nutella was created in 1964 in Alba, Italy, and has gained a cult following, even sparking “riots” in France when they went on sale.
In addition to Nutella, Ferrero owns its namesake Ferrero Rocher, Raffaello, Tic Tac, and Kinder brands.
Melody Hahm is a senior writer at Yahoo Finance, covering entrepreneurship, technology, and real estate. Follow her on Twitter @melodyhahm.
- E-scooter company Lime confirms it’s ‘going into electric cars’
- Bird CEO explains how and why e-scooters invade certain cities
- Uber CEO: We’re going after groceries next
- Jeff Bezos: ‘The internet is…a confirmation bias machine’
- Goldman Sachs CEO: Why Amazon isn’t in banking (yet)
- Lyft is going after commuters with a subscription plan