Nestle Japan started a KitKat cafe some time ago at which you can get your chocolate and wafer fix. They're looking to expand the menu with a little help from their friends. It would actually be more accurate to say they're hoping to do it with help from their customers who run restaurants or cafes. The whole baked KitKat business is one that they're investing more in as time goes by and they want to see recipes featured on menus and are willing to reward people with a starter kit if they fulfill certain criteria. Among those are providing links to their establishment's web site and posting the recipe on Facebook for Nestle to inspect. They'll send qualifying businesses a KitKat toaster oven and some KitKats to work with (as shown in the picture above).
This is a very interesting promotional choice. My guess is that this is to spread the possibilities one can explore with the idea of baked candy... well, besides setting your kitchen on fire or charring sugar until it sets your smoke alarm off. ;-)