Global confectionery manufacturer Ferrero has completed a comprehensive redesign and relaunch of its flagship Nutella Café on Chicago’s Michigan Avenue. The reopening of the brand’s sole permanent global café concept introduces a physical redesign, an expanded menu, and digital order-ahead capabilities.

The relaunch aims to update the brand’s direct-to-consumer touchpoint, combining physical brand immersion with modern convenience technologies to improve the guest experience.

Experiential Retail Design and Technology Integrations

The physical transformation of the Michigan Avenue location leverages experiential retail design to deepen brand engagement. The updated interior features a custom ordering station mimicking the silhouette of the iconic Nutella jar, complemented by a swirling bronze mesh ceiling and textured walls designed to evoke the brand's hazelnut spread.

To streamline operations and improve the customer journey, Ferrero is introducing digital upgrades, including a mobile order-ahead platform for pickup and a digital waitlist system. The layout also includes dedicated zones for retail merchandise, ordering, and dining to optimise foot traffic flow.

Menu Diversification

Alongside the design overhaul, the café has expanded its food and beverage program to capture broader daypart demand. In addition to traditional hazelnut-filled crepes and waffles, the updated menu introduces several new beverage and dessert options:

🍮 Nutella Tiramisu Cups

🥤 Nutella Mocha Frappes

🥛 Nutella Milkshakes

🍦 Nutella Ice Cream Cones

🥜 Nutella Peanut Spread: Now offered as a customisable add-on for existing menu items.

🍧 Vero Gelato Flavours: A selection of new gelato varieties sourced from Ferrero’s partner, Vero Gelato.

The retail section has also been expanded to feature exclusive branded merchandise, including tumblers, keychains, and miniature tote bags, alongside the brand's popular customised, personalised jars.