New NYC Kellogg’s Breakfast Cafe set for Union Square

Tony the TigerÆ arrives outside of the new Kelloggís NYC CafÈ in Union Square, which opens on December 7, 2017.
Tony the TigerÆ arrives outside of the new Kelloggís NYC CafÈ in Union Square, which opens on December 7, 2017.

Tony the TigerÆ arrives outside of the new Kelloggís NYC CafÈ in Union Square, which opens on December 7, 2017.
Tony the TigerÆ arrives outside of the new Kelloggís NYC CafÈ in Union Square, which opens on December 7, 2017.

BATTLE CREEK – Breakfast is the most important meal of the day. That message has been drummed home by moms for a long time. Fast food giant McDonalds recently moved to have all day breakfast available as all of their restaurants. Now in New York at Union Station, Kelloggs is opening a second all cereal cafe.

Building on their first year of success in Times Square, Kellogg’s® NYC Café will open the doors of its immersive new brick-and-mortar cereal café and experience on December 7th in NYC’s Union Square neighborhood.

The second iteration of the cereal café, located at 31 E 17th St., will be more than just a place to eat. It’ll be a destination for foodies and people to chill, create and explore the endless possibilities of cereal all in one place, whether it be for breakfast, lunch or a snack later in the day. The new location will include several new elements (and some more exciting surprises and announcements to come):

  • Kitchen: Anchored by an open-concept kitchen where guests can watch as cereal creations are being made, visitors will be able to select items off the menu or create their unique flavorful combos – including a DIY cereal creation station with ingredients fresh from the Union Square farmer’s market.
  • Menu: The new location will offer a revamped cereal-inspired menu – including some favorites from our original Times Square location and new creations inspired by surprise partners.
  • Insta-worthy: The concept was designed and made with the social media enthusiasts at heart, allowing guests to capture the perfect cereal selfie and food photo in one of many areas where cereal and Kellogg’s characters vibrantly and colorfully come to life.

“We’re excited people can experience cereal in new ways all the time at our permanent location, versus other pop-ups which we’ve seen can quickly come and go. Whether people stop in for a quick meal or end up spending the afternoon or early evening with us, Kellogg’s® NYC Café in Union Square will truly be a home for food exploration—tailored to give everyone endless flavor possibilities when it comes to cereal,” said Aleta Chase, Kellogg’s® Marketing Director. “We’re excited to see how people re-think the possibilities of cereal and how their creations might inspire us to bring new products to life.”

Conceptualized by Anthony Rudolf and Sandra Di Capua of Co.create NYC, the experience will be five times the size of the former location, making way for dining, lounging and collaboration spaces where guests can experience cereal during work or play, morning to night.