Kellogg goes all in on cereal cafes
Kellogg has opened an expanded cereal cafe concept in New York as part of a larger trend of CPG companies marketing their products directly to consumers.
While traditional methods of CPG brand extension may involve, say, developing new products, this new form of extension calls for brands to extend into a service experience at a store. This type of branding can be beneficial for CPG companies looking to stay ahead of evolving consumer preferences.
The new Kellogg Cafe at 31 E. 17th St. is a 5,000-square-foot space boasting a brand new cereal-inspired menu, with a few returning fan favorites. The menu also features several items developed by designer, foodie and lifestyle expert Lauren Conrad, who has partnered with Kellogg's for the opening of the new café.
In addition to the menu items for the café's opening, Conrad has also designed a "secret" off-menu creation called Make Me Blush – a must-snap for every Instagrammer who enjoys taking photos of their food – especially cereal. She has also created several other seasonal items that will be incorporated into the menu in the upcoming months.
"Kellogg's NYC Café is the perfect place for people to think and dream bigger when it comes to cereal," said Conrad. "I'm excited to share my tasty new creations and see what cereal tricks others who visit the café have up their sleeve."
The café will be open Monday through Friday from 8 a.m. to 6 p.m., Saturday from 9 a.m. to 6 p.m., and Sunday from 10 a.m. to 4 p.m.