BATTLE CREEK, MICH. — Ready-to-eat cereal maker Kellogg Co. is stepping into the all-day breakfast battle with the upcoming debut of Kellogg’s NYC, a new cafe set to open July 1 in Times Square in New York City. The restaurant, Kellogg’s first permanent location, will feature dishes made entirely from its cereals.
“As Kellogg’s turns 110 years old in 2016, we thought there would be no better way to celebrate than by doing something that the brand had never done before,” the company notes on its web site for the cafe.
The cafe is not the first time Kellogg has looked to break into the food service breakfast day part. In 2014, the company opened a “Recharge Bar” in New York where customers were able to stop in and grab a bowl of milk and cereal. The “Recharge Bar,” or “pop-up store,” was open for only a few days in mid-June 2014.
With Kellogg’s NYC, the cereal maker again turned to Christina Tosi, a chef who helped developed cereal recipes for the Recharge Bar. Ms. Tosi again will help with recipes for the cafe. The menu will feature 10 items priced between $6 and $8 made from such cereals as Froot Loops, Raisin Bran and Special K.
“Our first step was finding a location that was accessible to the world and also an appropriate home for the Kellogg’s brand,” the company said. “Times Square, with its infinite energy and iconic status, fit the bill to a T. Next, we needed to tap into the imagination of a chef who could think outside the box. Christina Tosi has been bringing an authentic, fresh and wholesome perspective to using everyday items and could certainly make a great bowl of cereal even better. Finally, we set out to create an experience that would be just as familiar as enjoying a bowl of cereal in your own home, but with added elements that would surprise and delight just as much as discovering that hidden toy buried within.”Kellogg is a partner in the cafe with Journee, a collaborative New York space for people in the restaurant industry.