Diet gurus and doctors too talk up the benefits of whole grains, yet cereal sales have been dropping this decade. Brands like Kellogg’s, whose products should be thriving, are trying new innovative approaches to reach their customers. Since so many people eat on the fly these days and fast-casual dining is the reigning meal king, Kellogg’s is putting its big spoon in the fast casual bowl.
Kellogg’s, of course, is no tiny start-up with a big idea. When they decided to put their household name cereals in the fast-casual environment, they opened a restaurant in New York’s Times Square. That puts their brand and their crunch in front of more passersby than almost any other location on earth. Cereal as a category will try the marketing move that orange juice made years ago, announcing it “isn’t just for breakfast anymore.” (McDonald’s just made its breakfast menu an all day offering too.) The menu at Kellogg’s NYC puts the brand’s most popular brands in cool combos, and lets customers choose milk, soy or almond milk, Greek yogurt, or soft serve ice cream as a topper (or bottomer). Kellogg’s NYC opened in July. And speaking of not just for breakfast, it’s open 8am to midnight. The thoroughly modern Kellogg’s NYC does not accept cash either, by the way.