The emergence of ‘cereal cafes’ has been a trend in cities such as London during recent years, but food manufacturer Kellogg’s is aiming to trump everything that has gone before it with a cafe that takes the concept to a whole new level.
The Cornflakes and Frosties giant has revealed that it will bolster its business portfolio by opening a cereal cafe in New York next month that will be five times bigger than the Times Square pop-up it previously operated.
Kellogg’s has said that the café will have an open-concept kitchen where customers “can watch as cereal creations are made”.
“We’re excited people can experience cereal in new ways all the time at our permanent location, versus other pop-ups which we’ve seen can quickly come and go,” stated Aleta Chase, Kellogg’s marketing director.
“Whether people stop in for a quick meal or end up spending the afternoon or early evening with us, Kellogg’s NYC Café in Union Square will truly be a home for food exploration, tailored to give everyone endless flavour possibilities when it comes to cereal.”
No word has been given on whether Kellogg’s intends to bring the concept to markets such as the UK.
Visitors at the New York site will be able to select items off the menu or create their unique flavorful combinations, including a ‘DIY cereal creation station’ with ingredients fresh from the Union Square farmer’s market.
The new location will offer a revamped cereal-inspired menu – including some favourites from its original Times Square location and new creations inspired by “surprise partners”.
“We’re excited to see how people re-think the possibilities of cereal and how their creations might inspire us to bring new products to life,” added Chase.