Kellogg’s to Open Cereal Café in New York

The eatery will sell bowls of its branded cereal, with plans to start delivering later this year.

July 01, 2016

NEW YORK CITY – Kellogg’s wants to bring back the grrr-eatness of cereal with its first cereal café, the New York Times reports. The café will open July 4 in Times Square and provide both eat-in and carryout service. New Yorkers can munch on Frosted Flakes and Rice Krispies for between $6.50 and $7.50 a bowl.

The move comes as Kellogg is trying to reignite soggy U.S. cereal sales. The company hired celebrity chefs Anthony Rudolf of Journee and Christina Tosi of Momofuku Milk Bar to craft recipes for the café’s menu. “Kellogg's NYC will remind families how fun and delicious cereal is, especially when elevated with creative ingredients,” Rudolf said in the statement.

The café combines a fast-casual dining experience with Kellogg brands. Employees will wear t-shirts with Kellogg’s catch phrases, such as “They’re grrrr-eat!,” “Snap, Crackle, Pop,” and “Gotta Have My Pops.” Customers can add topping to their cereal of choice, such as malted milk powder, lime zest and thyme. A buzzer alerts customers when their order is ready for pickup from a red locker. Each order comes in a brown paper bag with Kellogg’s logo and comes with a 12-ounce milk container on the side.

Kellogg’s isn’t the first company to think of a cereal café—Cereal Killer Café has two locations in London. To learn more about the interest in all-day breakfast, read “The Most Important Meal All Day” from the January 2016 issue of NACS Magazine. 

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