I will not lie. When I heard a permanent cereal bar opened earlier this month near Times Square, I thought it would just be a trap for tourists. But after visiting, I found Kellogg's NYC to be an adorable cafe appealing to many diverse visitors (even us proud New Yorkers) with a fondness for breakfast; it will take you right back to your mother’s kitchen, filling everyone’s bowl with a whole lot more than just Rice Krispies.
We ran into Rob Nieporent, general manager of Kellogg's NYC, who told us that the inspiration behind the cafe was not merely to enhance Kellogg's bottom line or reinvent a tried-and-true brand name. Instead, Nieporent explained that the masterminds behind the restaurant wanted consumers to think about cereal in a new light. Beyond a staple breakfast food, the cereal bar demonstrates how the Kellogg's cereals we grew up with pair with a number of other ingredients, including blueberry jam, mint, and lemon zest. After trying three scrumptious concoctions inspired by pastry chef Christina Tosi (the founder behind the cereal-studded Momofuku Milk Bar), they sure had us convinced.
UPDATE: This cafe moved to Union Square on December 7, 2017. The new address is 31 E. 17th Street, New York, NY.