On
July 4th Kellogg is opening a cereal cafe in Times Square. They'll offer cereal treats created by
Christina Tosi, chef and owner of the Milk Bar bakeries. Diners can also make their own dishes using ingredients such as lime zest and pistachio nuts.
In a
totally retro move the cafe will use an "automat" format with
customers picking up orders through cabinet doors.
And
there will be surprises in each order, just like in cereal boxes, occasionally
something bigger - like Hamilton tickets. (2016, Lukovitz)
So,
what do you think? Will you go to the
cafe? Will you eat more cereal
afterwards? Have you gone to Chobani's
store in Soho?
3 comments:
Kellogg is jumping on the "food porn" bandwagon. Their dishes will be aesthetically pleasing, and people will also enjoy the nostalgia. As a food blogger, I see that the most liked posts are often the spectacularized sihes. Having Tosi on board is also a smart move, as the people who eat at Milk Bar (which has "cereal milk" froyo) are likely the same kind of people who will go to the Kellogg store -- millennials. The placement in Times Square reinforces the over-the-top, desire for likes mentality behind food porn: it will be a tourist hub, and, like M$M world, will bring tourists of all ages to at the least think about the brand.
Since all food trends have only fifteen minutes of fame (see: the Ramen burger and rainbow bagel), I wonder if this is more of a marketing tactic than an actual concept that Kellogg expects to sustain. It puts the Kellogg brand into people's minds, at the same time making you think, "Why would I spend $8 when I can go buy a box for $3?" I believe the recency effect after seeing the brand combined with the absurdity of the store's pricing will increase Kellogg sales -- though only temporarily, as another food trend will take over soon enough. I'm not a big cereal person, but if a friend wanted to treat me to the cereal bar, I wouldn't say no.
I have not been to Chobani's store in Soho, though I intend to. While I see the similarities in the upscaling of the product, Chobani has neither the strength nor the ubiquity of the brand as Kellogg has (who can forget Tony the Tiger?). They are a higher-end product that's also healthy, so they are probably targeting health-conscious people (women shopping in Soho?) who are willing to spend a good deal of money on food. However, they do have something in common: Chobani is also riding on the food porn bandwagon by creating this store.
In my opinion, this is a good form of 'experience marketing', where consumers can, in this case, try different sorts of cereal. Then again, who is willing to pay $7,50 for a bowl of cereal? I think mostly tourists. (Same goes for he M&M's store?) Moreover, I do believe that the 'famous' chef Christina Tosi is an attractive factor for the New Yorkers – as they are keen on the healthy way of life.
I would say it is a good way to introduce consumers with all the possibilities that Kellogg has to offer and link it to an 'easy' way of eating healthy via a known chef. Cereal sales are down, but I think there is a good chance that after a positive experience in this cafe, sales in supermarkets will go up. But, that is, íf they sit down and agree on paying 7 bucks for cereal. And íf they have a good experience.
Then again, I think that Kellogg might have been better of if they had chosen for a pop-up store for a couple of months. Because I think it's for most people a one time experience. I, myself, will probably go and check it out for once as well, because it is a new concept and it makes me curious. But I don't think the return rate of costumers in the cafe itself will be high. The target group is Millennials, though honestly, 'we' are easily bored and always looking for new and better things to come along. (Even if I have the chance of getting a Hamilton ticket in my cereal box).
Though, I do believe it can create a buzz and serve as a good reminder, maybe even a little revival, of the Kellogg brand. But lastly, I'm afraid it will only be temporarily. People will get used to the concept and the novelty of the store will wear off, or competitors will copycat. And for the win-over of Millennials, to start eating cereal, I think you will have to come up with more then just a store.
Milk Bar ice cream has been a huge success throughout the city - together with the Momofuku brand - and they have been using cereal in their ice cream recipe since the beginning . The Kellogg move aligns with the "healthy trend" as well a chance to ride on the back of an already stated success bringing attention to it's own brand.
Honestly I believe it's a tardy move, an insight already over explored ( the "hipsteria" of being retro, vintage and healthy / organic oriented ) not to mention the spot, Times Square? Might they had created a better buzz if it opened in Williamsburg?
I don't know if it's my skepticism or my always-rolled-eye about the healthy living subject but I don't see myself in that store, even though I take my Kellogg cereal with milk almost every day, at home.
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