In northern Italy, the cornetto is commonly called brioche.
The regional difference reflects Italian pastry vocabulary rather than a completely different breakfast tradition. In central and southern Italy, cornetto is the usual name, while northern usage often favors brioche. In either case, the pastry is commonly associated with a morning coffee at a bar.
The terminology can be confusing because brioche also names a distinct enriched bread or pastry in other culinary traditions. Italian cornetti and French croissants are related, but their textures and recipes can differ. Cornetti are often softer and may contain eggs and sugar, while French croissants are typically more flaky and crisp.
A northern Italian customer asking for a brioche may therefore mean the familiar crescent-shaped breakfast pastry, not necessarily a loaf or bun. Fillings such as custard, jam, and chocolate cream are common, while a plain version is called cornetto vuoto.