The Kellogg family of brands continues to push for new brand relevance as it sets an opening date for Kellogg’s NYC, its rebooted New York City café, which is set to relocate downtown—moving from Times Square to Union Square—on December 7.
Fresh off its $600 million acquisition of a “whole food” protein bar brand, RXBAR, the traditional Midwestern CPG powerhouse is ready to re-engage New Yorkers and tourists—and to elevate perceptions of Kellogg’s brands and products in a key market of influencers and foodies.
It’s following up on the buzz generated by the first iteration of Kellogg’s NYC, the brand experience that opened on July 4th of last year with culinary input from chefs including Milkbar’s Christina Tosi.
As Kellogg’s describes the Times Square location:
Kellogg’s took cereal to new levels with its business partner, Co.create NYC, led by culinary and hospitality experts Anthony Rudolf and Sandra Di Capua. Throughout the year, we collaborated with numerous creative partners including renowned chefs and unexpected restaurants and culinary institutions. Together, we worked to elevate unique cereal combinations and inspire one-of-a kind experiences in every spoonful.
It was open from 8am to 11pm daily, offering mixes and mash-ups of its cereals with ice cream and other ingredients, introducing savory flavors and dayparts for innovation before closing 13 months later, on August 13th.
As Kellogg’s stated about its year-long outpost in Times Square,
We quickly learned that this food and experience combination was too big to be contained in a mere 1,600 square feet. So, we’re moving to a new home in downtown NYC. Significantly larger than our current location, the new spot will be able to contain an explosion of cereal inspiration and fun. For now, we’re keeping the details and the exact location boxed up like our favorite breakfast, but we can promise you a more immersive experience and new kitchen to explore cereal in exciting, fresh ways throughout your day.
Now Tony and crew are moving downtown and ready to endear themselves more with New Yorkers than tourists by moving to 31 East 17th Street, where an AT&T store now stands on the north side of Union Square next door to Barnes & Noble. Kellogg’s permanent new home in the Big Apple will be “more than just a place to eat,” the brand stated in a press release.
“It’ll be a destination for foodies and people to chill, create and explore the endless possibilities of cereal all in one place, whether it be for breakfast, lunch or a snack later in the day,” Kellogg said. Its caption: “After 110 years of breakfast, we’re reimagining a bowl of cereal in the city where no dream is too big.”
The new, five-times-bigger location will feature an “open-concept kitchen” where guests can watch cereal creations in the making, select items off the menu or design their own “unique flavorful combos” including “ingredients fresh from the Union Square farmer’s market.” The new café also will be Instagram-ready and feature a revamped cereal-inspired menu, which will continue to offer favorites from the brand’s original Times Square location as well as new creations from yet-to-be-revealed partners.
“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. 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,” says Aleta Chase, marketing director, Kellogg’s.
“We’re excited to see how people re-think the possibilities of cereal and how their creations might inspire us to bring new products to life.”