The Aida café and pastry chain is pinker than Sophia Coppola’s Marie Antoinette: pink cakes (the “himbeerbombe” or raspberry bomb), pink cookies, pink aprons. It is a tres charmant universe all of its own, serving coffees, cakes, and assorted sweets to a loyal clientele with "cutesy” as its main ingredient.

With 26 locations in Vienna, and open everyday of the year except for Christmas Day, Aida is mostly frequented by senior citizens and old cafe house purists, who resist the wi-fi revolution and any implications of non-smoking. And the older customers make sense—most of the current Aida shops were designed between 1950–1970s, in the style of a baroque saloon.

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