>> Your bowl of Frosted Flakes is getting a facelift. Kellogg's is moving off of the grocery store shelf and opening the doors to its first ever restaurant. The store is an all-day cereal cafe located in the heart of Times Square. It's an attempt to rebrand the humble bowl of cereal and bring it into upscale dining.
But that does come with the upscale price of $7.50 a bowl. So how does Kellogg's rationalize the price? You can order bowls created by Momofuku Milk Bar's Christina Tosi, or you can raid the pantry to create your own bowl.>> Okay, let's see here. We're gonna try the strawberry.
>> I tried the lemon and pistachio, and then created a bowl with mint, strawberries, pistachios, and green tea powder. Anthony Rudolf, the brains behind the new cafe, formerly ran upscale restaurants, Per Se and Bouchon Bakery.>> Cereal is very familiar. Right, it's been around for 110 years. We all have some emotional connectedness to our childhood and a bowl of cereal.
But what's unfamiliar is purchasing it outside of the home. I think one of the biggest points of the barrier to overcome for people psychologically is gonna be the price.>> Rudolf says a restaurant devoted to cereal is just a new concept, one he believes will catch.>> It's the same thing 20 years ago when people said, I'll never spend $5 for a cup of coffee at Starbucks, right?
I mean, that was the thing because you could buy a can of coffee for the same you could for a cup of coffee. But I think we go out as people, not just because we can do it more cheaply at home, but it's because we wanna be a part of something or experience something new or try something that maybe we can then bring back and increase the quality of what we do at home.
>> The experience economy is on the upswing, but growing health concerns over sugar-laden cereals are leaving US cereal sales a little soggy. Kellogg's will try to change that one whimsical bowl of cereal at a time.