Kellogg’s opened an all-day Cereal Café
Kellogg’s, the company that makes America’s favourite cereals like Frosted Flakes, Rice Krispies, All Bran, Coco Pops and Fruit Loops opened its first ever all-day Cereal Café at Times Square on the 4th of July.
An all-day Cereal Café
Kellogg’s teamed up with Christina Tosi, the chef and owner of the Milk Bars in NYC, Washington DC and Toronto. They came up with some unique options to add to your cereal. Frosted Flakes can for example be paired with toasted pistachios, lemon zest, and thyme. You can get ice cream topped with Rice Krispies, strawberries and the increasingly popular matcha powder. Or also on the menu: Pistachio & Lemon which is Special K cereals or choose The Circus – Raisin Bran, toasted peanuts and banana chips. But we specially would like to try the Chai Line – Crispix, fresh peaches with chai tea powder. A regular bowl will cost $7.5 and small will be $6.5. Each bowl comes with a 12-ounce container of milk. You can even add yogurt or soft-serve ice cream.
Like in a cereal box you will find a ‘prize’ in your bowl!
Guests of the all-day Cereal Café will find a ‘prize’ in their bowl when picking up their cereal. Most days it will be a small treat— like a plastic ring or a morning newspaper. But they’re creating more interesting ‘prizes’ according to the Wall Street Journal, like Uber giftcards or tickets for a musical.
All-day breakfast inspiration
Kellogg is using the experience economy, the associate director of brand marketing, Andrew Shripka: “This is story-doing versus storytelling, we could have put a great recipe on the box. But this is so much more powerful.”
In London you can visit The Cereal Killer Café, it even has 2 shops! Check out this video.
In 2014, we visited the Chobani, the Greek-yogurt Company that opened a café at SoHo in New York City. They create the same kind of story-doing around their yogurt. They serve all kinds of amazing combinations with their famous Greek yogurt and you can create your own combinations. Chobani is very popular, they opened in 2012 and doubled the size the following year. It might be that the Kellogg Company had this example as inspiration.
The same year we even visited a small neighbourhood ‘oatmeal’ café, serving all kinds of ingredients in their basic oatmeal. And although I don’t really like oatmeal, I ate a healthy bowl in this charming small café and even enjoyed it!
In Holland we could create a likewise café with for example ‘beschuit’ as subject!
Bron: The Wall Street Journal
