Rather than a pop-up, the Kellogg's NYC cafe is a permanent shop meant to drive more interest and intrigue towards the breakfast staple (which has been slipping in popularity) and perhaps encourage similar experimentation at home.
Most of the menu features cereal bowls with various toppings but also includes ice cream, juices, milk, and locally-produced coffee. Cereal bowls include creations from chef Christina Tosi of Momofuku Milk Bar fame as well as build-your-own options.
Pricing is definitely aimed at the tourist set with prices starting at $6.50 for a small topped cereal bowl.
Examples of Cereal Bowls include:
- Pistachio Lemon - Kellogg's Special K Original, Kellogg's Frosted Flakes, pistachios, lemon zest, and thyme.
- Berry Me in Green Tea - Kellogg's Rice Krispies, fresh strawberries, and green tea powder.
- The Chai Line - Kellogg's Crispix, fresh peaches, and chai tea powder.
Here's the full current menu in case you're looking for more detail (the menu will rotate every three months):
The cafe/cereal bar is located at 1600 Broadway between 48th & 49th streets in the heart of Times Square. It's currently open with limited hours but will begin regular hours from 7 AM to 11 PM daily once they have their grand opening on July 13, 2016.
Photos via Kellogg's.