Oreo's First Cafe Opens at the American Dream Mall

Oreo has opened a doomsday vault. It's even gotten into short films. But for the first time, it's opening its own cafe. The American Dream Mall in East Rutherford, N.J. just got a sweet addition to its already eventful location: the Oreo Cafe, the cookie brand's first stand-alone outlet. The Oreo Cafe can be found on the third floor of the It’Sugar store within the mall. “From the moment of inception, the Oreo Cafe has always been about giving Oreo fans a fun and engaging environment,” Justin Clinger, director of licensing and marketing at It’Sugar, told Adweek via email. “From the sensational desserts to the one-of-a-kind merchandise, we have made it our priority to bring the Oreo brand to life in a unique way.” A menu with a surprise In the works for a long time, the cafe features a menu of Oreo-inspired desserts, from cheesecake to milkshakes. The array of items includes an initially secret dish that was revealed to be an Oreo Donut S’Morewich. Oreo kept the S'Morewich hidden until they unveiled the cafe on social media earlier this week. It wouldn't be a branded cafe without plenty of merch. As such, the Oreo Cafe sells everything from tote bags and clothes to scented candles. https://www.tiktok.com/@americandream_official/video/6992326804564479238?_d=secCgYIASAHKAESMgowdxPwDFCRbkaqpuyFGc4CzPjzNLmu9YKutJB6AykjxT9twc3XI%2FzRuqtmW7Gm9l1jGgA%3D&checksum=ea1964c251b52c637a071606258d8b15ecb9c24eb6e2d2825df4c8824046d073&language=en&preview_pb=0&sec_user_id=MS4wLjABAAAA6PiPLNSRwUpDPQPOLUlu_f5ItGAI-mH4aIZPvAWGEEzNY7-XXaDdEDoLv7X_XiSZ&share_app_id=1233&share_item_id=6992326804564479238&share_link_id=D227050D-BFAD-43EC-897D-78E2F5BB3A95&source=h5_m&timestamp=1628101156&tt_from=copy&u_code=d4fffa5me12mjm&user_id=6655072567710187525&utm_campaign=client_share&utm_medium=ios&utm_source=copy&_r=1 A sweetened partnership The It’Sugar store and Mondelez-owned Oreo brands mesh well. For one thing, both operate in the sweets category. "We wanted to create an experience that brought Oreo’s playful persona to life," said Catherine Owusu, Oreo's senior associate brand manager. "It’Sugar was the perfect partner to make that dream a reality.” As with the aforementioned doomsday vault, the 109-year-old Oreo brand is constantly exploring ways of keeping its marketing current. But unlike its attention-getting collaboration with the likes of Lady Gaga, the brand is hoping that adding an actual cafe will provide a uniquely personalized experience for fans who would want to try out one of its unique desserts or purchase some swag. American Dream location The American Dream Mall is located in the Meadowland Sports Complex. The mall's mix of stores and attractions include the Nickelodeon Universe indoor theme park and the DreamWorks Water Park. Oreo saw the opportunity at American Dream Mall as the prime spot to capitalize on the connection of established marketers displaying their most playful sides. With the world opening up more during this stage of the pandemic, the timing also appears right for to build on the expectation of greater indoor retail foot traffic. Either way, the Oreo Cafe will be an opportunity for children to have some sweets as adults relive their youth. "It’Sugar shares Oreo’s ‘stay playful’ ethos and provides a space where visitors can embrace their child-like spirit," said Owusu. "Not to mention, as America’s favorite cookie, there’s no better place than the American Dream for Oreo to have their first ever cafe.” The Future of Bed Bath & Beyond Is Encapsulated in This Reimagined Store

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Oreo's First Cafe Opens at the American Dream Mall to Attract Cookie Fans in Person

The 109-year-old brand's immersive experience puts it in a sweet spot for cookie consumers

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Rafael Canton