Kellogg opens NY cereal cafe as sales feel the crunch

THE BREAKFAST CLUB: At Kellogg's Times Square cafe, a bowl of cereal costs up to US$7.50 while a delivery service is also in the works.


    Jul 04, 2016

    Kellogg opens NY cereal cafe as sales feel the crunch


    KELLOGG is offering a grrrr-eat new spot for cereal lovers, with the opening of its first cereal cafe in New York City's Times Square, the company said last week.

    The maker of Frosted Flakes and Rice Krispies said a bowl of cereal at the cafe will cost anywhere between US$6.50 and US$7.50 (S$8.75 and S$10) and can be eaten in or taken out.

    There are plans to launch a delivery service later in the year, the company said.

    The cafe is part of a push by Kellogg to reinvigorate United States cereal sales that have declined as consumers choose healthier foods over sugary and processed products.

    The cereal-cafe concept already exists in London 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.