Kellogg’s NYC Cafe has reopened – five times the size of the original cafe which traded on Broadway in June last year.
The new 5000sqft (465sqm) store at 31 East 17th Street in Union Square, offers what the cereal giant describes as “exciting new ways to explore the unexpected flavors of cereal,” all day, every day.
Anthony Rudolf of Co.create, which helped Kellogg create the experiential retail outlet, said the new space creates a hangout where guests can inspire and be inspired by how fun a bowl of cereal can be.
“The first Kellogg’s NYC Cafe was just the tip of the iceberg in terms of creative possibilities.”
A new cereal-inspired menu features several items developed by designer, foodie and lifestyle expert Lauren Conrad, who has partnered with Kellogg’s for the opening, including:
- Wake Me Up by Lauren Conrad: Frosted Flakes, pumpkin spice, graham cracker crumble and ginger snaps.
- KumquatLife: Chocolate Frosted Flakes, candied kumquats, pepitas and cardamom yogurt.
- Bananas Foster: Special K, Frosted Flakes, cajeta, rum roasted bananas and candied cashews.
Conrad has also designed a “secret” off-menu creation called Make Me Blush – described as a must-snap for every Instagrammer who enjoys taking photos of their food – especially cereal. She has also created several other seasonal items that will be incorporated into the menu in coming months.
“Kellogg’s NYC Cafe is the perfect place for people to think and dream bigger when it comes to cereal,” said Conrad. “I’m excited to share my tasty new creations and see what cereal tricks others who visit the café have up their sleeve.”
Kellogg’s has also teamed up with special collaborators including Misen, KitchenAid, The Inside, Crate & Barrel, MadeIn and Nintendo to add to the in-store experience.
“As a neighborhood that serves as an incubator for new food concepts, we are excited to welcome Kellogg’s NYC Cafe to Union Square’s vibrant, ever-evolving culinary mix,” said Jennifer Falk, executive director of the Union Square Partnership. “Union Square is home to a variety of exceptional eateries, and the addition of Kellogg’s new cereal cafe will further enrich our community’s culinary scene.”
The cafe will be open Monday through Friday from 8am to 6pm, on Saturdays from 9am to 6pm and on Sundays from 10am to 4pm.
This story was first published on Inside Retail Asia.
