The American multinational food manufacturing company is making its cereal café even bigger and better.
Last summer, Kellogg's opened a cereal café in New York City to showcase its expansive portfolio of cereal projects. Kellogg’s partnered with Co.create NYC to bring its cereal to the masses in NYC in different ways.
The brand would often use the store to collaborate with chefs and restaurants to offer a unique experience to cereal lovin’ consumers.
"Kellogg's NYC will remind families how fun and delicious cereal is, especially when elevated with creative ingredients," said Anthony Rudolf, formerly of Thomas Keller Restaurant Group and Eleven Madison Park that partnered with Kellogg’s when the first café opened. "We'll give guests a chance to experience cereal, something they've been connected to their entire lives, in a completely new way."
The award-winning chef Christina Tosi also collaborated with the brand to develop some of the café’s menu items.
"I've been a cereal lover since I was a kid," said Tosi when the first café opened last July. "I believe in the excitement a bowl of cereal can bring any time of the day and I'm so excited to bring back a household staple in a fun, creative way!"
After a successful year at the 1,600 square foot space, the brand has announced that its moving to a much larger space also in downtown NYC. The current Times Square store is closing on August 13 and the new store is expected to open in the winter of this year.
Although Kellogg’s is keeping the new location a secret, the brand has promised to offer an even more innovative and immersive experience at the new location.
"We are thrilled and humbled by the response we have received with Kellogg's NYC," said Aleta Chase, Kellogg's Marketing Director in a recent press release. "We are happy to expand on the experience and look forward to making it even more amazing in downtown NYC later this year."
Do you think this is smart move on Kellogg’s part to educate consumers on its products? Will other brands follow suit?