Nutella Cafe Grand Opening: Intro

The Ebco global footprint allows us to be at the intersection of exciting change and innovation to witness behavior-shifting trends and report back to our clients to inspire them. Our team set out to visit the grand opening of the Nutella Cafe in Chicago to see how this world-famous brand was redefining their customer experience.  A part of a weekly series

AS FOR WHY A NUTELLA CAFE, AND NOW - THERE’S A LOT OF MACRO-TRENDS THAT WE FOUND IN PLAY AT DRIVING THE CONSUMER DESIRE FOR IT.

Nutella now holds a coveted spot with the other super-brands of the world on the Chicago's luxurious Magnificent Mile.

The cafe shares premium retail space space with some other popular Chicago sweet treats like Garrett's Popcorn and Stan's Donuts

As Nutella prepared to open the world's first Nutella Cafe, hundreds of people waiting patiently for a glimpse of this iconic brand’s first dedicated retail experience – a mix of young and old people of every race, and professionals from the offices surrounding Michigan Avenue to the tourists visiting nearby Millennium Park.

 The opening of the cafe got a lot of buzz, so as the crowds waited outside, VIPs and the press got their first look. 

But why a Nutella Cafe in Chicago?  Inspired by 2013's top restaurant in the world, Alinea, Chicago has quickly become a global foodie destination with top chefs like Stephanie Izard, Grant Achatz and Rick Bayless, and 9 local restaurants were nominated for a James Beard award this year. 

“There’s an incredible dining culture in this city, and Nutella is all about the idea of sharing good food with friends and family,” “We thought that Chicago would be the perfect place to do that.” 

One may wonder, why a Nutella Cafe? And why Chicago? As for the latter question, my theory is that we Chicagoans love to eat (some say we need to build a layer of good fat to keep us warm during those cold winters!) But Chicago is fast becoming a foodie destination of the world, and Nutella took notice.

“On visits to Rome, my family usually stayed with my father’s sister Elena, a nun. Breakfast at the convent was almost always day-old bread and Nutella, and the memory remains one of my fondest of Italy. Those breakfasts were truly a religious experience.”

Quote: From Rocco Dispirito

And it looks like Chicago is welcoming them with open arms. From what we've seen, the lines at the cafe are still hours long as eager Nutella fans wait for their turn to eat at the only Nutella Cafe in the world.  

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