Cereal-Only Restaurants Have Been Tried Before

The Lempert Report
September 06, 2016

Kellogg's is giving it a try in Times Square in New York City and charges more than $7 for a bowl of cereal according to Business Insider.

Is it more than a publicity vehicle and all about brand awareness? Or making extra money as the cereal category continues to shrink? Or maybe a real time working lab for innovation? It’s probably too soon to tell, but my bet is the latter as the company seeks to once again become relevant to the changing breakfast palate. 

The menu sounds more like a high school culinary experiment. Rice Krispies with green tea powder. Ice cream topped with Cracklin' Oat Bran, dried cranberries, white chocolate, and toasted coconut. Or you can make your own custom blend form their long list of ingredients. Cereal bowls, are priced $7.50 for a regular, or $6.50 for a small. Ice cream sundaes for $9.50 or $8.50 all come topped with cereal. 

Ventures like this always make headlines, and some even stick around for decades like the M&M store nearby. END If they are looking for just PR, the store will no doubt fail and close soon – but if they are really tracking the self-designed combinations of customers, those flavor, nutrition, color and texture combinations that the folks in Battle Creek might never have imagined, and track by demographics they might just be on to an idea that one might say is GGRREAT!