Kellogg’s opens all-cereal restaurant in NY

There aren’t many things worth braving the frantic Times Square crowds, but this new café devoted entirely to cereal is definitely one of them.

According to the company’s website, the restaurant is set to open July 4 and features everything from basic bowls of cereal to specialty combinations and even cereal sundaes.

Of course, Kellogg’s didn’t invent the “cereal bar” concept – rest in peace Cereality and The Cereal Bowl – but the company is giving it some dignity. However, there is talk of adding larger prices, such as tickets to the Broadway play Hamilton, reports Fortune.

The cafe, which plans to offer take-out and delivery options, will also let patrons create their own cereal concoctions. But then in a very low-tech way, when it comes time for you to receive your cereal, we give you a buzzer and your buzzer will tell you what cabinet to go to.

“The idea [with the cafe] is to take something that is already very familiar and make it new and fun”, said Anthony Rudolf, founder of Journee, a collaborative NY space for people in the restaurant industry.

How much would you pay for a bowl of cereal?

The fancy cereals were developed by veterans of fine dining establishments like Eleven Madison Park and Momofuku, who are leveraging that experience and respect for quality ingredients to make boxed breakfast food slightly more palatable.

While Kellogg is funding the venture, Journee is responsible for its operations and creative direction. Kellogg’s associate marketing director Andy Shripka says that the team has signed a five year lease on the space.

“In today’s [business] environment, it doesn’t work well to rush”, he said.