Kellogg Co. wants to modernize its brand by opening an experiential cereal café in Manhattan’s Union Square in order to win back millennial customers who tend to spend more money on experiences than products.
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The food company has struggled in recent years as consumers become increasingly health-conscious in their food choices, with sales on products like cereal declining. Over the past five years, one of Kellogg's largest brands, Special K, has experienced a sales decline of 26%, Bloomberg reports.
The concept was first introduced in Times Square a year ago, but the new store will be five times bigger and will be equipped with everything from an Instagram station with props and professional lighting, to stations that have tools to heat up Pop-Tarts and cook fresh Eggo waffles. Murals featuring characters such as Tony the Tiger will also be placed throughout the café to accommodate additional "gram-worthy" photos, Bloomberg reports.
The company hopes the concept will resonate with a younger audience by creating memorable experiences that will ultimately lead to a broader and more loyal consumer base.
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