Kellogg’s Launches Cereal Café In Big Apple

McDonald’s has a winning formula with all-day breakfast, and now Kellogg’s is joining the competition for the popular daypart. Kellogg’s NYC, a new café featuring dishes made entirely from the company’s cereals, launched this week in the heart of Times Square. It is the brand’s first-ever permanent restaurant.

The menu features 10 items, priced between $6 and $8, made from cereals such as Raisin Bran, Special K and Froot Loops. An order of "Life in Color" includes a bowl of Froot Loops with lime zest, marshmallows and passion fruit jam. Chef Christina Tosi, founder and owner of Momofuku Milk Bar in NYC, helped develop the recipes. Tosi collaborated with Kellogg’s in 2014 when she created cereal recipes for a temporary pop-up shop in New York.

The concept café, in the works for the last year, has a retro feel, with white brick walls, tile floors and countertop seating. Customers pick up orders from a wall of red cabinets, much as they might pull a cereal box from a kitchen cabinet at home.

Cereality Bar & Café, now owned by Kahala Brands, pioneered the idea of a cereal-only restaurant in 2004. It currently has two locations in Texas and Virginia.