Midtown Lunch

Every Friday we go south of the ML boundaries in search of a delicious lunch. Sometimes it’s Murray Hill south or the Flatiron District, sometimes Gramercy and everything in between- but we just like to call it Flatiron Lunch.

Nutella. All Nutella. ALL.THE.TIME. (Except at my apartment right now, because I have a nasty tasty habit of eating it straight from the jar with a spoon.) But on Monday, there will be a major convergence of Nutella within a block of the Flatiron building. I wonder if the force of so much Nutella in one area might cause a black hole.

Recently, Eataly made what may be the smartest economic decision (which is saying a lot). After having to empty out the Eataly wine shop as part of the deal with the SLA, they opened a Nutella bar in the empty space. Which means, Nutella galore!

The menu also seems like the Nutella version of Bubba’s shrimp menu. And they all sound good. And not insanely overpriced. $5.80 for a Nutella crepe is below market rate for New York.

If you feel like you aren’t getting a hearty enough spread of Nutella on your order, you just buy yourself a 5 kg jar of the magical stuff. Sidenote: Does anyone else think it is odd that Eataly used to not sell Nutella brand at all (they had other chocolate hazelnut spreads), but now they have a whole dedicated and branded space? How much do you think Ferraro paid for this partnership?

Eataly Nutella Bar, Entrance on 23rd Street just West of 5th Ave, (212) 229-2560

While the Eataly Nutella cafe is at least semi-permanent, Monday will mark the Nutella Truck invasion of Flatiron District in celebration of Nutella’s 50th Anniversary. I am not sure all the tasty treats that will be on that truck, but there will be 2000 Cronut holes filled with Nutella given out on Monday. I predict the shit show of all shit shows. If I were a food vendor who could serve Nutella, I would set up shop near Mad Sq Park to benefit from overflow of Nutella crazed customers.

Nutella Cronut Holes and Nutella Truck Tour, 23rd and Broadway, on Monday, May 19, starting at 10am until 2pm (but unlikely the Cronutella’s will last that long.