Kellogg's puts fine dining twist on a breakfast favorite
According to QSR magazine, the fast casual breakfast segment continues to gain traction with new players, highlighting Kellogg's opening its NYC cereal cafe earlier this summer. The brand launched the concept after hosting a successful pop-up shop in 2014 to support fledgling hot and cold cereal sales.
With other cereal-only restaurants like Cereality and Cereal Bowls! failing in recent years, Kellogg’s pulled no punches to set its cereal concept apart, hiring celebrity chef Christina Tosi, the chef who helped to create the famed Milk Bar by Momofuku, and two other fine-dining industry vets to lead the charge. Other keys to the brand’s success are the elevated menu, with uncommon cereal toppings and curated signature bowls, and thoughtful touches, like delivering orders to guests from a kitchen pantry and prizes.
As the fast casual segment continues to focus on customizability and elevated ingredients, and the versatility of cereal as a staple in all dayparts, Kellogg’s sees unlimited potential for growth of its brand.