First London, now New York - the concept of the cereal cafe is coming to Times Square.
The all-day breakfast venue is being opened by Kellogg’s on 1 July and will be the brand’s first permanent restaurant - or at least a five year lease in Times Square - featuring dishes made entirely from its own cereals.
Hip diners hoping for a wide and varying menu might be disappointed. There are 10 items to choose from, designed by chef Christina Tosi, founder and owner of Momofuku Milk Bar in New York City.
They include classic breakfast choices like Raisin Bran and Special K, bu they come with a twist.
If you order "Life in Colour", you will be served a dish of Froot Loops with lime zest, marshmallows and passion fruit jam.
“Honey Buzz” is a bowl of Honey Smacks with honey, toasted pecans and banana chips.
Diners can also swap milk for ice cream.
Dishes have a maximum price of $7.50 - more than a whole box of cereal in a supermarket.
Once you place your order, you receive a buzzer. When the meal is ready, your buzzer lights up with the number of the food cabinet where the food can be picked up.
Kellogg’s senior vice president of marketing and innovation, Noel Geoffrey, said the restaurant was likely to be popular with millennials.
“One-third of cereal consumption happens outside of breakfast hours,” said Mr Geoffroy to CNN Money. “Cereals are meeting people's meal needs across all parts of the day — in between meals, after school, even after dinner.”
