NEW YORK (1010 WINS/WCBS 880) -- Hellmann's is opening a pop-up mayonnaise café in SoHo—for one day this week—in a nod to the ongoing Paris Olympics and the eggy condiment's enduring popularity in France.
"Hellmann's is transporting New Yorkers to the streets of France with its first-ever cafe concept solely focused on dipping fries in mayo," according to a press release from the mayonnaise brand.
The Paris-style pop-up—complete with accordion buskers—will be held inside Little Prince, the French-style bistro at 199 Prince St.
Tables will be filled on a first-come, first-served basis from 3 p.m. to 7 p.m. Wednesday.
According to Hellman's, the restaurant is "temporarily reconcepting" as a "mayo-forward restaurant" known as Le Café Hellmann's.
The café will serve guests a complimentary plat du jour of "French Fries paired with Hellmann's mayo."
The mayos on hand will include Hellmann's classic mayo, along with its garlic aioli and its plant-based mayo.
Hellmann's said it's trying to encourage people in the U.S. to eat French fries with mayo after a survey found a third of Americans enjoy pairing the two but "feel self-conscious enjoying it in front of others," even as it’s a commonplace combination in Europe.
The pop-up will serve Kir Royale cocktails and spirit-free French 75 mocktails on tap.
The first 300 guests inside Le Café Hellmann's will receive blue Hellmann's branded berets, the mayo brand said.
Hellmann's also teased a "special surprise" for guests named Emily if they bring a valid ID, an apparent nod to the fourth season of "Emily in Paris," which premieres on Netflix in August.