It is no secret that millennials don’t have time for cereal. They may live at home, and certainly be nostalgic about the stuff, but they just don’t have the time for it. But while that may be the case, the fine folks at Kellogg’s aren’t about to quit fighting the good fight. Millennials may not have time for cereal, but they do like spending money, so a boutique cereal restaurant in Times Square is right up their 18 to 34-year-old ally.
Set to open this coming Fourth of July, the all-day cereal cafe, simply named Kellogg’s NYC, will put a tasty spin on your old favorites. An order of “The Corny Blues” for instance, will feature corn pops, blueberry jam, lemon zest, and a pinch of salt over your choice of milk, soy milk, yogurt or ice cream. On the sweeter side of things, offerings like the “You’re Cracklin’ Me Up” feature Cracklin’ Oat Bran, dried cranberries, white chocolate, and toasted coconut.
To make sure the cereal’s served right, Kellogg’s has partnered with former Per Se general manager Anthony Rudolf and chef Christina Tosi, founder and owner of Momofuku Milk Bar in NYC. According to Eater, the pair agree that nostalgia is a massive part of what they’re doing here, which is why no detail is being left out, including the prizes. (That’s right: Prizes.)
Customers will order their food, be given a unique buzzer, and then wait to pick up their food from a nearby kitchen cabinet. “You’ll open up the cabinet, and there’s your cereal—or maybe not,” Rudolf told Eater. “Maybe it’s the morning paper or an apple or a banana or maybe you get the toy in the cereal box. And maybe the toy in the cereal box is a temporary tattoo, or maybe it’s Hamilton tickets.” (Spoiler alert: Someone is going to die.)
All of this sounds incredible, but it comes with a hefty price tag. Simpler offerings like a small bowl of plain Raisin Bran and milk will go for $3.50 while more decadent offerings, like the ones listed above, will be in the ballpark of $7 to $9.50. If that includes Honey Smacks and ice cream with banana chips on top and Hamilton tickets, you can sign us all up right now. Otherwise, we’ll see you in the cereal aisle.