We use cookies to understand how you use our site and to improve your experience. This includes personalizing content and advertising. To learn more, click here. By continuing to use our site, you accept our use of cookies, revised Privacy Policy and Terms of Service.
You are being directed to ZacksTrade, a division of LBMZ Securities and licensed broker-dealer. ZacksTrade and Zacks.com are separate companies. The web link between the two companies is not a solicitation or offer to invest in a particular security or type of security. ZacksTrade does not endorse or adopt any particular investment strategy, any analyst opinion/rating/report or any approach to evaluating individual securities.
If you wish to go to ZacksTrade, click OK. If you do not, click Cancel.
No? What if it was combined with Special K and sprinkled with pistachios and thyme?
What about a bowl of Fruit Loops with lime zest and marshmallows? Or some Honey Smacks with toasted pecans and banana chips?
Still no? Well, if you change your mind, you can visit Kellogg Co. (K - Free Report) ’s first-ever café dedicated to cereal, that traditional breakfast staple, in New York City’s Time Square. Opening on July 4, the restaurant was designed by Anthony Rudolf, who founded the members-only restaurant professional club Journee and is the director of operations for chef Thomas Keller’s restaurants, and has a sleek, intimate atmosphere.
Sales of cereal have been on the decline for years, as consumers are turning to more convenient, on-the-go breakfast options like yogurt or fast food breakfast sandwiches. Kellogg hopes to rebrand cereal by creating a dining experience that is exciting, luxe, and modern.
The menu was developed by Christina Tosi, who is the chef and founder of Milk Bar bakeries in New York, Washington D.C., and Toronto. It features Kellogg’s classic cereals like Frosted Flakes, Chex, Rice Krispies, and Raisin Bran, among others, and in addition to the combinations mentioned above, customers can order cereal that goes way beyond the kitchen. For example, The Corny Blues mixes Kellogg’s Corn Pops with blueberry jam, lemon zest, and just a pinch of salt, while The Chai Line uses fresh peaches and Chai tea powder on top of Crispix. You can even order Rice Krispies topped with ice cream, strawberries, and matcha powder.
In terms of price, a small bowl costs $6.50 and the large is $7.50, or roughly two times the cost of an entire box of any of these cereals at your grocery store of choice.
“Customers will pick up orders via a set of ‘kitchen cabinets,’ a kind of un-automated automat. Inside the door will be their food and a little surprise, like those found in a box of cereal. Most days, it will be a small treat—a plastic ring or a morning newspaper. But there are also plans in the works to give away several tickets to the Broadway smash Hamilton,” notes The Wall Street Journal.
Kellogg is following in the footsteps of other commercial food brands who have launched restaurants or pop-up shops. There are M&M World Stores in Las Vegas, New York, Orlando, London, and Shanghai; gourmet yogurt brand Chobani has a store in New York’s SoHo neighborhood, and soon in Tribeca; and PepsiCo Inc. (PEP - Free Report) will soon unveil a new restaurant dubbed Kola House that specializes in cocktails inspired by the kola nut. Even fashion brands like Ralph Lauren (RL - Free Report) has Polo Bar, its name brand restaurant on Fifth Avenue in New York, and Armani has luxury hotels in Milan and Dubai.
More than anything, this venture is about direct, clever marketing. It takes a standard, somewhat boring breakfast option and reinvents it, presented to consumers in a new, attractive way. John Stanton, a food marketing professor at Philadelphia’s St. Joseph’s University, said to the Journal that “[cereal companies] are trying all different ways to get their name in front of consumers…It’s just that everything they did in the past is not going to be what makes companies successful in the future.”
Have you changed your mind yet? Maybe? Because I don’t know about you, but I would probably pay $6.50 for a small bowl of The Corny Blues or Frosted Flakes and Special K topped with pistachios and thyme. Only once though, and really, only to get a chance to win tickets to see Hamilton.
Want the latest recommendations from Zacks Investment Research? Today, you can download 7 Best Stocks for the Next 30 Days. Click to get this free report >>
See More Zacks Research for These Tickers
Normally $25 each - click below to receive one report FREE:
Image: Bigstock
Kellogg to Open Luxury Cereal Cafe in New York
Would you pay $7 for a bowl of Frosted Flakes?
No? What if it was combined with Special K and sprinkled with pistachios and thyme?
What about a bowl of Fruit Loops with lime zest and marshmallows? Or some Honey Smacks with toasted pecans and banana chips?
Still no? Well, if you change your mind, you can visit Kellogg Co. (K - Free Report) ’s first-ever café dedicated to cereal, that traditional breakfast staple, in New York City’s Time Square. Opening on July 4, the restaurant was designed by Anthony Rudolf, who founded the members-only restaurant professional club Journee and is the director of operations for chef Thomas Keller’s restaurants, and has a sleek, intimate atmosphere.
Sales of cereal have been on the decline for years, as consumers are turning to more convenient, on-the-go breakfast options like yogurt or fast food breakfast sandwiches. Kellogg hopes to rebrand cereal by creating a dining experience that is exciting, luxe, and modern.
The menu was developed by Christina Tosi, who is the chef and founder of Milk Bar bakeries in New York, Washington D.C., and Toronto. It features Kellogg’s classic cereals like Frosted Flakes, Chex, Rice Krispies, and Raisin Bran, among others, and in addition to the combinations mentioned above, customers can order cereal that goes way beyond the kitchen. For example, The Corny Blues mixes Kellogg’s Corn Pops with blueberry jam, lemon zest, and just a pinch of salt, while The Chai Line uses fresh peaches and Chai tea powder on top of Crispix. You can even order Rice Krispies topped with ice cream, strawberries, and matcha powder.
In terms of price, a small bowl costs $6.50 and the large is $7.50, or roughly two times the cost of an entire box of any of these cereals at your grocery store of choice.
“Customers will pick up orders via a set of ‘kitchen cabinets,’ a kind of un-automated automat. Inside the door will be their food and a little surprise, like those found in a box of cereal. Most days, it will be a small treat—a plastic ring or a morning newspaper. But there are also plans in the works to give away several tickets to the Broadway smash Hamilton,” notes The Wall Street Journal.
Kellogg is following in the footsteps of other commercial food brands who have launched restaurants or pop-up shops. There are M&M World Stores in Las Vegas, New York, Orlando, London, and Shanghai; gourmet yogurt brand Chobani has a store in New York’s SoHo neighborhood, and soon in Tribeca; and PepsiCo Inc. (PEP - Free Report) will soon unveil a new restaurant dubbed Kola House that specializes in cocktails inspired by the kola nut. Even fashion brands like Ralph Lauren (RL - Free Report) has Polo Bar, its name brand restaurant on Fifth Avenue in New York, and Armani has luxury hotels in Milan and Dubai.
More than anything, this venture is about direct, clever marketing. It takes a standard, somewhat boring breakfast option and reinvents it, presented to consumers in a new, attractive way. John Stanton, a food marketing professor at Philadelphia’s St. Joseph’s University, said to the Journal that “[cereal companies] are trying all different ways to get their name in front of consumers…It’s just that everything they did in the past is not going to be what makes companies successful in the future.”
Have you changed your mind yet? Maybe? Because I don’t know about you, but I would probably pay $6.50 for a small bowl of The Corny Blues or Frosted Flakes and Special K topped with pistachios and thyme. Only once though, and really, only to get a chance to win tickets to see Hamilton.
Want the latest recommendations from Zacks Investment Research? Today, you can download 7 Best Stocks for the Next 30 Days. Click to get this free report >>