NYC’s cafe dedicated to Nutella swung open at noon on Wednesday, and apparently tons of people were lining up to sample the myriad of items slathered with the sweet hazelnut spread. Yahoo Finance reports that more than 100 people waited in line for debut of the new Union Square cafe, located at 116 University Place at 13th Street. In a video report, the reporter Melody Hahm said line folk included “influencers and bloggers,” as well as students.
Nutella — a cult favorite spread owned by chocolate company Ferrero International — is now easily available at mainstream grocery stores, but the company has been expanding into the restaurant market for years now. Eataly locations in Chicago, New York, and Toronto have all had Nutella counters and fountains within the store.
This outpost, though, is just the second standalone restaurant focused entirely on the product. Last year, the company planted the first standalone Nutella Cafe in Chicago, where it was also met with lots of hype and lots of lines. Buzz has mostly died down since then.
For those who prefer to battle crowds for their sugar comas, expect lots of all-day fare with Nutella elements, like crepes (with Nutella), frozen pops (made of Nutella), creme brûlée (with Nutella at the bottom), lattes (with Nutella), a grilled baguette (with Nutella on top), a brioche sandwich (with Nutella gelato), and chia and hemp seed pudding (with Nutella). Alternatively, one could get some from Costco and just carry it around or something.