Can A Hip New Cereal Bar Help Kellogg's Revive

2017-06-14 14:53:20 | 日記
  Crunch Time: Can A Hip New Cereal Bar Help Kellogg's Revive Soggy Sales? Various cereal options available at cereal bar. The restaurant encourages experimentation, part of the company's strategy to challenge the conception of cereal as being only a breakfast food. To Sandra Di Capua, cereal is a Proustian affair. "I love Proust, and I love Proustian moments and memories," says Di Capua, citing the French novelist whose taste of a madeleine famously sent him on a journey of memory. "The new-lights that I see here, it goes back to when I had Froot Loops as a kid and watched Saturday morning cartoons." "Here" is K, a new cereal bar whose opening over the July Fourth weekend, in New York's Times Square, was overseen by Di Capua and restaurateur . With this narrow store, outfitted in stark, farm-chic accents, Kellogg's is hoping to tap into diners' deep-seated nostalgia for cereal — and help give some new snap, crackle and pop to a soggy business. So far, the store has been a media darling, with food writers camping in its limited seating, slurping cereal and describing the rise and fall — and maybe rise again? — of the breakfast staple. The idea for the store was hatched in 2014, when cereal giant Kellogg's partnered with — owner of New York-based bakery and a judge on the television show — for a pop-up restaurant in New York's tony Chelsea neighborhood. Tosi's gourmet take on cereal was simple — topped with berries, sprinkled with herbs like thyme and mint — but unexpected, and it led to the current store, for which Tosi designed the menu. Cereal, oddly, is the ideal format for experimentation, Di Capua says. "You're using a product that's very familiar, but we're pushing the boundaries of it," she says, noting that the typical milk-and-cereal combo is not what the store serves. In fact, she says the bar encourages wild experimentation and combinations of ingredients. Cereal sales, however, have been short of adventurous, sagging for quite some time now. Cereal sales and have been steadily declining since, according to consulting firm Lux Research. This is thanks in part to changing diets and lifestyles. No longer is sugary cereal heralded as "part of a healthy breakfast," as many ads used to suggest. Grains are often nixed in carbohydrate-free and gluten-free diets, sugar has become universally frowned upon, and Americans are drinking less milk than before. And then there's morning routines that have made breakfast seem like a luxury — The New York Times famously blamed as one reason why cereal sales are slumping. Andy Shripka, associate marketing director for Kellogg's, is well aware of the mushy state of the cereal market, but he thinks that the industry is ripe for reinvention. "Cornflakes have remained largely unchanged since the late 1800s," he notes. "We want people to see it in a new light." After customers order at Kellogg's NYC, they are handed a buzzer that corresponds to a number on a door designed to look like a kitchen cabinet. Behind the door, a brown paper bag awaits with a bowl of cereal and an individual-sized container of milk. He points not just to Kellogg's offering of sundaes at its New York City store, but also to the current all-day breakfast concept that has proved to be wildly successful for McDonald's. If the public wants to eat Egg McMuffins all day long, why not bowls of Apple Jacks? Or better yet, Apple Jacks with a dollop of almond butter and dried cranberries?

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