Instant Alert: Kellogg has a new cereal restaurant — and it's unlike anything we've seen from the brand

MANAGE SUBSCRIPTIONS   |   UNSUBSCRIBE   |   VIEW ONLINE   Kellogg has a new cereal restaurant — and it's unlike anything we've seen from the brand by Kate Taylor on Jun 28, 2016, 4:30 PM Kellogg is entering the restaurant business to modernize the cereal industry. On July 4, the cereal company is opening its first-ever restaurant: Kellogg's NYC, a trendy, New York City café. The menu, crafted by Milkbar's Christina Tosi, is filled with unexpected items such as Rice Krispies with green tea powder and ice cream topped with Cracklin' Oat Bran, dried cranberries, white chocolate, and toasted coconut. "You want to add a fresh taste to cereal, and you want it to be relevant to food culture and what is happening in people's lives," Noel Geoffroy, Kellogg's senior vice president of morning foods marketing and innovation, told Business Insider. "Kellogg's NYC does that." Prior to the location's official opening, Business Insider had the chance to take a look at the location and try some of the menu items. Here's what it's like to eat at the first Kellogg's cereal café in the world.  Kellogg's NYC is located in the heart of New York City, in Time Square, picked for its high-foot traffic and constant influx of travelers. However, unlike the chaotic streets or the frantic energy of the nearby M&M's World, Kellogg's NYC is intended to be an old-school oasis in the busy city. Anthony Rudolf, formerly of Thomas Keller Restaurant Group, partnered with Kellogg to design the café. He aimed to make it the "antithesis of Times Square," allowing the experience and the cereal to speak for themselves. See the rest of the story at Business Insider   Share the latest business news with your network: Email sent to:   |   Manage your email preferences   |   Unsubscribe Terms of Service   |   Privacy Policy Business Insider. 150 Fifth Avenue, New York, NY 10011