And so it begins! At 5 p.m. Eataly begins service at its Nutella bar, with free Nutella for anyone willing to wait on an enormous line! Behold:

Things haven't reached viral pastry level just yet but don't doubt the power of free food. Expect lines to persist until closing time at 9 p.m.—or until the cocoa tub runs dry. If you're stuck at your desk and missing out on the gratis grub, here's some salacious, borderline NSFW Nutella porn for you.

After today, the Nutella bar operates daily from 10 a.m. to 11 p.m.—but you'll have to pay.