Aussie Frenchman driving the nation's latest nutella pizza craze

While most Australians still crave the classics, melty cheese, salami, herbs and tomato, there's a fast-growing new wave of pizza lovers who are looking for something sweeter. Thanks to the creative flair of Mat Bourget, founder of Il Locale Pizza, sweet pizzas are no longer a novelty. They've become a national obsession.

Il Locale Pizza has redefined the way Australians think about pizza by creating a menu that celebrates both savoury tradition and sweet indulgence. At the heart of this revolution is the Nutella pizza, a rich, gooey, foldable creation that's turning dessert into a main event.

Not just dessert: Nutella pizza is now dinner and dessert in one

These pizzas are not an afterthought. Made with the same artisan sourdough base and traditional Italian techniques as Il Locale Pizza's savoury options, the Nutella range is crafted with care, indulgence and a serious commitment to flavour. Each bite delivers warmth, sweetness and a signature fold that makes it portable, shareable and unforgettable.

Customer favourites include:

Nutellino

A signature dessert pizza, folded and filled with Nutella and ricotta, dusted with icing sugar. It's rich, warm and has developed a cult following. Customers fold it, eat it with their hands and savour every bite.

Just the Nutella Crust

A lighter option using the outer edges of Il Locale Pizza's artisan dough, smothered in warm Nutella. It's perfect for a sweet snack or to follow up a savoury pizza.

Nutella Dip

A side that customers love to pair with crusts or focaccia. It adds a smooth, chocolatey finish to any meal.

Lova Box

A shareable board of burrata, prosciutto, pesto, rocket and focaccia, often ordered with Nutella crusts for a sweet and savoury combo that defines the Il Locale experience.

Naturally, if you want to eat it with a knife and fork, you can, but Il Locale's Pizza's Nutella pizzas are designed to be enjoyed anywhere, any way you like.  Many pizzas are dry, stiff or cardboard-like. Il Locale Pizza's base is soft with a slight crisp and deep enough to hold generous spreads and toppings, folded in your hand, it's an explosion of excitement that melts into pure joy in your mouth.

Sweet innovation drives national growth

Il Locale Pizza's sweet menu is not only popular, it's profitable. The Nutella craze has played a pivotal role in the brand's growth, helping to attract new demographics and drive strong repeat business.

Nutella pizzas are contributing to:

• Increased per-head spending and more multi-course orders
• New customer segments including younger diners, families and dessert-first foodies
• Menu innovation that supports Il Locale Pizza's bold and playful brand identity
• Night-time dining and late-night delivery demand
   

Founder Mat Bourget's vision is both creative and strategic. A former electrician, he brings relentless focus, operational precision and an instinct for innovation to everything he builds. The Nutella menu is just one example of how Il Locale breaks the mould while delivering a high-quality food experience.

From best in the west to feast in the east

With six high-performing stores across Western Australia and a $2 million capital raise underway, Il Locale Pizza is now rolling out nationally through a structured franchise program. The east coast is the next major frontier and the brand is already in talks with experienced operators across key metro and regional locations.

"Our Nutella pizzas are not just a trend, they're part of a movement.  We've taken something familiar and made it unforgettable. That's what Il Locale Pizza is all about,' Bourget said. 

As Il Locale Pizza continues to redefine the pizza category in Australia, it is doing so with authenticity, creativity and a focus on the community experience, whether savoury or sweet, served in-store or on the street, folded in your hand or shared at the table.

About Il Locale Pizza

Founded in Perth by Mat Bourget, Il Locale Pizza is a fast-growing, independent pizza brand known for its sourdough artisan pizzas, modern Italian street food flavour and electric energy. With six locations and a national franchise program on the horizon, Il Locale is flipping the script on what it means to run a pizza business in Australia.

Social handles

Website: www.illocalepizza.com.au
Instagram: @illocalebestinthewest
Founder Instagram: @mateuspipa
Osteria Concept: @osteriaillocale
Bodega Scarborough: @bodega_perth