An All-Day Kellogg’s Cereal Cafe Is Coming to NYC’s Union Square

After its pop-up location in Times Square closed this summer, Kellogg’s is opening a permanent cereal cafe in Union Square on December 7. The eatery, located at 31 E 17th Street, will aim to push cereal consumption far past an at-home ritual.

According to the Kellogg’s press release, the new spot will feature a few new elements. The open-kitchen layout will allow guests to watch as their cereal creations — they can chose from many menu selections or concoct their own combination — are put together. Ingredients for the cereal bowls will be fresh from the Union Square farmer’s market. The menu will also feature pop-tarts, milkshakes, and ice cream.

Food Instagrammers rejoice: The cafe will also be optimized for the perfect snap. Kellogg’s notes that “the concept was designed and made with the social media enthusiasts at heart,” with guests’ cereal bowls’ aesthetic composed for the ideal Instagram post and Kellogg’s characters providing a unique photo-op.

“We’re excited to see how people re-think the possibilities of cereal and how their creations might inspire us to bring new products to life,” said Aleta Chase, Kellogg’s Marketing Director of the new cafe.

Image via the Kellogg Company

Cereal Cafes are becoming an increasingly popular trend not only in the United States but also in cities across the world. These insta-worthy spots can be found in Houston, Portland, Pasadena, and even New York City’s own Kith, inspiring the idea to spread across the pond. The Cereal Killer Cafe opened in London in 2014 and was the first of its kind in Europe. It’s since opened cafes in six European locations, and has also inspired other similarly-themed spots in Portugal, France, and Australia.

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