I was interning in Chicago when they first opened. I remember looking at the menu and it was so thoroughly boring (i.e. normal bakery/diner goods, but made with

I was interning in Chicago when they first opened. I remember looking at the menu and it was so thoroughly boring (i.e. normal bakery/diner goods, but made with Nutella) that I didn't even consider going there. It always blew my mind how long the line was when I walked by. It had to be just tourists who were willing to wait in that long of a line just for the novelty of being able to say they've been inside an official, Nutella-branded store.