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Eat and Drink

Kellogg’s NYC cereal café opens, with recipes by Milk Bar's Christina Tosi

Rice Krispies with green tea powder? You’ve never had cereal like this before.

The new Kellogg’s NYC café, located at 1600 Broadway in Times Square, is encouraging cereal fans to think outside the box, with recipes that mix and match different toppings, from pistachios to toasted coconut to thyme.

Photo Credit: Wendy Lu

"They're all ingredients you can find pretty easily, either in your home or at the grocery store, but in combinations that people don't typically think of for a bowl of cereal," said Andy Shripka, marketing director at Kellogg's.

The recipes were created by Christina Tosi, owner of the Manhattan-based bakery Milk Bar, who teamed up with Kellogg's and the restaurant owners "to give [cereal] a personality beyond what you just see on a grocery store shelf," said Sandra Di Capua, co-owner of Kellogg's NYC, which is open daily for limited hours until its grand opening on July 13.

Unlike a typical cereal bar, Kellogg's NYC customers
Photo Credit: Wendy Lu

Unlike a typical cereal bar, Kellogg's NYC customers don't walk down a line to pick their cereals, toppings and milk. Instead, they choose a premade cereal dish from the menu -- or customize their own -- and pick up their order at a numbered cabinet, which looks like an Automat machine or a kitchen cupboard.

Aside from its creative menu options, Kellogg's NYC
Photo Credit: Wendy Lu

Aside from its creative menu options, Kellogg's NYC aims to retain all the best experiences associated with eating cereal as a kid. For instance, every order comes with a small prize, such as a mini Rubik's Cube, or the occasional high-end prize like tickets to see "Hamilton," the Broadway musical -- similar to the prizes you'd find in a cereal box.

"We've intentionally tried to connect everything to something familiar," Shripka said.

Behind the cash register, customers will recognize a
Photo Credit: Wendy Lu

Behind the cash register, customers will recognize a display of vintage Kellogg's merchandise -- a nod to the history of the company's many cereal brands -- including a Corn Flakes lunch tray with Cornelius Rooster and a tin lunch box that features Tony the Tiger.

"Corn Flakes was Kellogg's first product 110 years ago and it hasn't really changed," Shripka said. Rather, the concept behind Kellogg's NYC is to have cereal fans reinvent the way they eat their favorite breakfast (or dinner).

For instance, why not pour some marshmallows and
Photo Credit: Wendy Lu

For instance, why not pour some marshmallows and jam into your bowl of Froot Loops?

... or mix some pistachios and lemon zest
Photo Credit: Wendy Lu

... or mix some pistachios and lemon zest with your Frosted Flakes? It's basically grownup cereal. #sofancy

Despite its global brand and Times Square location,
Photo Credit: Wendy Lu

Despite its global brand and Times Square location, the all-day cereal cafe is tailored more toward New Yorkers rather than tourists, Shripka said, which means you won't see any flashing LED screens during your visit. In addition, the restaurant uses milk from local dairy farms and coffee from local roasters. One cereal bowl, which includes Crispix, peaches and chai tea powder, is called "The Chai Line" -- Shripka's personal favorite.

Maggie Morse, an investment banker at Morgan Stanley,
Photo Credit: Wendy Lu

Maggie Morse, an investment banker at Morgan Stanley, said she decided to take a lunch break at the cereal cafe with her colleagues after they got a recommendation from another co-worker who'd had breakfast there that morning. Morse said she liked Kellogg's because of the unique take on cereal.

Shripka said he hopes Tosi's recipes will inspire people to go home and come up with their own cereal blends.

"We had one kid that came in that was pretty funny," Shripka said. "He created his own bowl of cereal and put almost every topping that we serve on top of it, and just seemed to have a blast."

Rose Morolla, a 47-year-old native New Yorker, said
Photo Credit: Wendy Lu

Rose Morolla, a 47-year-old native New Yorker, said the cereal cafe "brings me back to my childhood." As a kid, Morolla ate every single brand of Kellogg's cereal, from Raisin Bran to Apple Jacks.

On her first visit to Kellogg's NYC, Morolla ordered a bowl of Corn Pops, fresh strawberries, coconut and white chocolate over soft serve ice cream.

"I want to try them all," she said.

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