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The maker of
Frosted Flakes and Rice Krispies said a bowl of cereal at the
cafe, which opens July 4, will cost anywhere between $6.50 and
$7.50 and can be eaten in or taken out.
There are plans to launch a delivery service later in the year,
the Battle Creek, Michigan-based company said in a statement.
The cafe is part of a push by Kellogg to reinvigorate U.S.
cereal sales that have declined as consumers choose healthier
foods over sugary and processed products.
The cereal cafe concept already exists in London, England where
the Cereal Killer Cafe has two branches.
Celebrity chefs Christina Tosi, owner of Momofuku Milk Bar, and
Anthony Rudolf of Journee, will provide the Kellogg's cafe with
new gourmet recipes in an effort to revive cereal's somewhat
soggy status.
"Kellogg's NYC will remind families how fun and delicious cereal
is, especially when elevated with creative ingredients," Rudolf
said in the statement.
The cafe marries a fast-casual dining experience with the cereal
brand. Staff members dressed in t-shirts with Kellogg's catch
phrases greet customers, behind a colorful counter laden with
myriad toppings like lime zest, thyme and malted milk powder.
Customers receive a buzzer that notifies them when their order
is complete.
Once the buzzer goes off, they pick up their order, packaged in
a brown paper bag showered with Kellogg's logo, from a red
locker.
And, don't worry, each bowl comes with a 12-ounce container of
milk - on the side.
(Reporting by Melissa Fares, additional reporting by Brendan
McDermid; Editing by Andrew Hay)
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