According to a report in Reuters and stuff.co.nz, breakfast cereal giant Kellogg’s is opening its first US cereal cafe in New York City’s Times Square.
The cafe, which opens next week on July 4, is all part of the Kellogg’s strategy to reinvigorate US cereal sales that have declined as consumers choose healthier foods over sugary breakfast products.
This concept is already in operation in the UK where the Cereal Killer Cafe has two branches in London.
The cafe combines fast-casual dining with cereals with staff members behind a 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 from a red locker together with a 350ml container of milk.