Why I Do Not Intend to Go to Kellogg’s NYC to Dine

P ardon me for feeling a little Krispie; but I am bowled over about the thought that people actually like the idea of Kellogg’s opening a cereal restaurant in New York, which really throws me for a Froot Loop.

Why I Do Not Intend to Go to Kellogg’s NYC to Dine

I reviewed the menu of Kellogg’s NYC, which is set to open on Monday, July 4, 2016 at 1600 Broadway in Manhattan, which is just northeast of Times Square. I first found out about Kellogg’s NYC — what I consider to be a ridiculous concept — from both this article written by Jeanne Marie Hoffman of Le Chic Geek and this article written by Michael W. of Michael W Travels…

I used to work for a magazine at 1550 Broadway in the heart of Times Square — which was not exactly the most fun I have ever had. That right there is a good enough reason for me not to dine at Kellogg’s NYC — but I digress, as usual.

Anyway, you can order from your choice of 14 different kinds of Kellogg’s cereal from the starting cost of $3.50 for a small bowl of plain cereal — which includes milk from Five Acre Farms, whose products “are sourced and produced within 275 miles of your store” — to $9.50 for a regular sundae of organic soft serve ice cream manufactured in Brooklyn by Blue Marble mixed with cereal.

Seriously — or, should I say — cerealously?!?


The reasons as to why people typically dine out vary: convenience; the ability to eat a meal which cannot be created at home; better ingredients; or not having to cook are four of many reasons which come to mind.

I can purchase a box of 17 ounces of Froot Loops for less than $3.60 at the grocery store; pour it into a bowl; put some milk in the bowl; and top it with any topping I want. What effort does having a bowl of cereal really take that one would rather order it in a restaurant than eat it at home? I can wash one bowl and one spoon when I am finished. What will Kellogg’s NYC offer which I cannot have at home?

Interestingly, the menu does not seem to reveal how much cereal with milk you get in a small bowl — which costs slightly less than greater than a pound of the same cereal anyone can purchase in a supermarket.

I am still trying to figure out why anyone would patronize such an establishment — and pay premium prices for what has otherwise been an ordinary product for decades. I have already mentioned in this recent article that breakfast is my least-favorite meal — which is another reason I do not intend to go to Kellogg’s NYC to dine. New York is known for so many types of food: pastrami sandwiches, pizza, bagels and bialys to name only four examples. Why would I rather dine on cereal?!?

At the risk of developing a reputation of being a cereal killer, this idea Smacks of yet another ridiculous way to milk money from customers in the form of a fad — no matter how one sugar-coats it. I just do not believe that this concept is so Special — K?

Am I the only person who believes this idea is Flake-y — or am I simply not thinking outside of the box?!?

Photograph ©2016 by Brian Cohen.

16 thoughts on “Why I Do Not Intend to Go to Kellogg’s NYC to Dine”

  1. Blind Squirrel says:

    Brian you seem to be raisin a ruckus over nothing. Perhaps you should Chex your bias at the door. You should consider taking a break and fast from your dislike of the most important meal of the day. You seem frosted over so little.

    1. Brian Cohen says:

      You came here to – er – Post that, Blind Squirrel?!?

  2. Jeanne says:

    I really like Yael’s comment at my blog about the social aspects of people dining, vs. the antisocial aspects of when people choose to have cereal. I didn’t consider that angle!


    1. Brian Cohen says:

      Come to think of it, Jeanne — I cannot remember the last time I ate a bowl of cereal with someone else…

      …not that I would want to do so…

  3. Jeff says:

    In an attempt to muster a serious response, here are 3 things a “Cereal Restaurant” could offer that would have my interest:

    1) The “old recipe” – you know, your favorite cereal the way it was before the crusade to not-get-blamed for childhood obesity” changed it forever?

    2) Old (obscure) favorites long ago discontinued. I believe this was a Post cereal, but as an example I’d gladly pay $5 to swim in an ocean of nostalgia while eating a bowl of Nerds Cereal.

    3) Atmosphere – Cereal has a lot of intrinsic “magic” built in. If they can find a way to capitalize on that and take it to another level, while offering an experience (or flavors) people haven’t thought of or can’t easily create in their kitchen, I could see that being an experience worth spending a few dollars for.

    We take our young son to a restaurant with terrible burgers and fries because (and only because) he likes watching the little train that runs along the top of the walls and “drops off” food. If that place can draw customers, surely (SURELY) a cereal manufacture sitting on a treasure trove of iconic brands and characters loved by generations can do better…

    1. Brian Cohen says:

      …and you impart ideas and thoughts which — for the most part — cannot be replicated at home, Jeff.

      There is an entire list of cereals which have either had their recipe changed or had vanished completely…

      …but did you know that Quisp is actually back?


      1. Jeff says:

        Ha ha actually I do know that. I work in the industry (not for Kellogg’s) so I get a healthy dose of perspective on cereal. You might assume that gives me some bias but I would say it’s more likely created an unhealthy level of cynicism.

        That said, I also have devoted an inordinate amount of time thinking about these kinds of subjects.

        A related topic I would love to see is true “retro cereals” brought back for a limited release. An endcap of Nerds, Donkey Kong, Pac Man cereals? 5 of each, please. ESPECIALLY if they stuck a nice retro toy in with them.

        Just some musings…I’m interested to see what Kellogg’s does with this restaurant and how the public reacts. I agree there is an unavoidable issue that the absolute first thought in everybody’s mind is “Why would I overpay for a bowl of cereal?” But – if you get past that, these brands and characters have such strong emotional and nostalgic ties there may be a monster opportunity lurking behind that first bowl…

        1. Brian Cohen says:

          “Monster” opportunity, Jeff?

          You mean like Count Chocula, Franken Berry, Boo Berry, Fruit Brute and Fruity Yummy Mummy?!?

          1. Jeff says:

            You caught that 😉

  4. scott says:

    What will they think of next..gee let me guess, another stupid azz idea as this one. Sad thing is, is that people will pay for it.. maybe I could come up with something. take care all

    1. Brian Cohen says:

      Apparently, the next big idea may very well be lurking on the shelves of your local supermarket, scott

  5. Robert McIelwain says:

    “Cereality” had hoped to do something similar a few years ago in Chicago, Philly & a few other markets; last 2 stores left on life support.

    Urkel-O’s, anyone?!

    1. Brian Cohen says:

      I had not realized that a similar concept was tried a few years ago, Robert McIelwain.

      I suppose Kellogg’s believes that they can do a better job…

  6. Celia says:

    I stopped reading at, “Saturday, July 4th 2016.”

    1. Brian Cohen says:

      Well, that was a sloppy error on my part, Celia. I have since corrected the error to read Monday, July 4, 2016. Thank you.

      You may now continue reading the article.

  7. liora says:

    I agree with you that this is flake-y. I don’t cook on a regular basis and I could manage making myself a bowl of cereal. When my family used to go to a diner for breakfast, my mom would always get angry at my dad if he ordered a bowl of cereal, asking why order something that you can make at home.

    I could see only tourists going here to eat breakfast. They might need a place to eat cereal and the hotel doesn’t offer continental breakfast, maybe their country doesn’t have the same breakfast treats as us and they want to experience our many cereals. Another possibility is for some people who work in the area and don’t have time to eat breakfast at home, they could grab something there on the way to work. Other than that, I don’t think most New Yorkers would be going out of their way to this restaurant to eat cereal.

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