After hosting a pop-up in Times Square for the past year, Battle Creek-based Kellogg’s NYC Café will open an immersive brick and mortar cereal café and experience on Dec. 7 in New York City’s Union Square neighborhood. The second iteration of the cereal café, located at 31 E. 17th St. is designed to be a destination for cereal lovers and foodies for breakfast, lunch, or a snack later in the day.
“We’re excited people can experience cereal in new ways all the time at our permanent location, versus other pop-ups which we’ve seen can quickly come and go,” says Aleta Chase, Kellogg’s marketing director. “Whether people stop in for a quick meal or end up spending the afternoon or early evening with us, Kellogg’s NYC Café in Union Square will truly be a home for food exploration — tailored to give everyone endless flavor possibilities when it comes to cereal.”
Kellogg’s NYC Café will be anchored by an open-concept kitchen where guests can watch cereal creations being made and can select items off the menu or create their own flavor combinations. The kitchen will also include a DIY cereal station with fresh ingredients locally sourced from the Union Square farmer’s market.
The new location will also offer a revamped cereal-inspired menu, featuring favorites from the original location and new creations inspired by surprise partners. The concept was also designed and made with social media enthusiasts in mind, allowing guests to capture the perfect cereal selfie and food photo in designated areas where Kellogg’s characters come to life.
Conceptualized by Anthony Rudolph and Sandra Di Capua of Co.create in New York City, the new Kellogg’s facility will be five times the size of the former location, making additional room for dining, lounging, and collaboration spaces.
Kellogg’s brands include Kellogg’s, Keebler, Special K, Pringles, Kellogg’s Frosted Flakes, Pop-Tarts, Corn Flakes, Rice Krispies, Cheez-It, Eggo, Mini-Wheats, and posted 2016 sales of $13 billion worldwide.