Cereal giant opening cafe in heart of Manhattan

Kellogg’s is in a New York state of mind. Times Square to be more specific.



On July 4, Kellogg's will open Kellogg's NYC, its first-ever permanent café, at 1600 Broadway.



The café will serve dishes featuring Kellogg's cereals available with an array of unique ingredients, including pistachios, lemon zest, thyme, and green tea powder to name a few. Customers can also customize their dishes by choosing from dozens of toppings. Also on the menu: ice cream topped with various cereals.



In a fun, automat-styled twist, customers place their order at the counter and are given a buzzer. When the order is ready, the buzzer lights up with the number of a “kitchen cabinet” where the food is waiting to be picked up inside the door. And similar to a kid’s box of cereal, customers will find some sort of small treat when they pick up their cereal.



Kellogg’s partnered with restaurant veteran Anthony Rudolf, the founder of Journee, an organization for restaurant professionals, on the creation of the space. The recipes were developed by Christina Tosi, chef and owner of the popular milk bar bakeries in New York, Washington, D.C., and Toronto.



“Kellogg's NYC will remind families how fun and delicious cereal is, especially when elevated with creative ingredients," said Antony Rudolf. "We'll give guests a chance to experience cereal, something they've been connected to their entire lives, in a completely new way."



The café will have dine in or carry out options and there are plans to launch a delivery service later in the year. Cereal items range from $6 to $8, and will also rotate every three months. In addition to cereal, the café will also serve fresh juices, milks and locally roasted coffee.