Kellogg’s Goes Outside the Box with Times Square Cafe

Kellogg’s is the latest megabrand to find a home in Times Square, but guests won’t feel assaulted by the bright lights and glitz of Broadway while visiting Kellogg’s NYC. The company’s first-ever permanent café was designed to make them feel at home by offering an elevated cereal experience combining innovation with a splash of whimsy.

“We wanted to be authentic to cereal and Times Square seems authentic to Kellogg’s” Anthony Rudolf, founder of Journee, who designed the space, told Modern Restaurant Management magazine. “And we felt a real responsibility to the 110-year-old brand. We’ll give guests a chance to experience cereal, something they’ve been connected to their entire lives, in a completely new way.”

Rudolf, formerly of Thomas Keller Restaurant Group, will oversee operations with Sandra Di Capua, who previously worked at Eleven Madison Park. The approximately 1,600-square-foot café has seating for 20 and is set to open July 4.

According to Andy Shripka, Kellogg’s Associate Director of Brand Marketing, the company wanted to take a unique, reimagined approach to promoting cereal. They connected with Rudolf a year ago to collaborate on the space that has a subtle, timeless look and feel.

Rudolf said the process of developing Kellogg’s NYC was the same as any other restaurant.

“It’s all about nourish and nurture.”

Taking a cue from other quick-service restaurants, Kellogg’s NYC features an efficient assembly line model. A surprise comes in the delivery aspect as bowls will be served in a fun and interactive style reminiscent of pulling cereal from a cabinet at home.

The café will serve dishes developed by Chef Christina Tosi featuring a Kellogg’s cereal base combined with unique ingredients such as lime zest, marshmallows and blueberry jam. The all-day menu includes breakfast items, evening snacks and ice cream treats. Guests also have the option to creatively customize their dishes.

Among the initial cereal creations are Pistachio Lemon – Kellogg’s Special K Original®, Kellogg’s Frosted Flakes®, pistachios, lemon zest and thyme and The Chai Line – Kellogg’s Crispix®, fresh peaches with chai tea powder. Ice cream-based creations include Life in Color – Kellogg’s Froot Loops®, lime zest, marshmallows, and passion fruit jam, and  You’re Cracklin’ Me Up– Kellogg’s Cracklin Oat Bran®, dried cranberries, white chocolate and  toasted coconut.

Located at 1600 Broadway between W 48th and 49thStreet, Kellogg’s NYC, will have dine-in or carry -out options ranging from $6 to $8 that will also rotate every three months. The café will only accept credit as payment.