September 21, 2004 in Food & Diet

Just Cereal

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I am not a big fan of what many would describe as traditional breakfast drinks. I do not like milk and I taste of coffee repulses me. Therefore, I continue to be amazed that millions of people out there spend about $3 a day for coffee type drinks at stores like Starbucks. Now comes another company called Cerality: Cereal Bar & Cafe that plans to open a chain of fast food type restaurants serving about 30 different types of cereals. Yup! Just cereal! Here too they are hoping that people will plop down about $3 for a bowl of cereal. According to the Business 2.0 article that clued me in on this new specialty chain, the inital restaurant at Arizona State University was so successful that they plan to open restaurants in Philadelphia and Chicago in October and have plans to open another 15 stores next year. So maybe I’ll stop by when the open in Chicago. But I really do not see myself jumping on this bandwagon — but hey, that is just me!


  1. September 26, 2004 at 12:47 am


    Kday makes a very good point. LOL. Yah, that slurping business would drive me out of my mind.
    I’m with you Miss Ursula. I don’t drink coffee, (GAG!) and I’m certainly not paying $3 to eat a bowl of cereal with a bunch of slurpers. It will be interesting to see if this takes off. I bet it will. People will buy anything.

  2. September 23, 2004 at 3:55 pm


    You know, I knew you weren’t kidding about this, but the reality of it didn’t really sink in for me until I saw the website. A cereal bar, huh? It’s not a very sexy concept is it? I can’t see myself with Froot Loop-colored milk dribbling down my clothes, going up to some dude, “Hey baby?” Just…no.

  3. September 23, 2004 at 12:48 pm


    i think the very telling thing in that snippet from business 2.0 was that the shop was at a University. When i was in college, i used to keep 4 varieties of cereal in the newspaper office i worked in. I was eating cereal all the time. But now that I’m nearing my 30s, i find that i only grab for the cereal box as kind of a last resort. I’ve got the same 4 boxes in my pantry probably from the last 2 years. Some unopened. So, if they’re smart, they’ll open up around Loyola, UIC, UofC, Depaul, and perhaps North Park. I just don’t see it goin’ down big in the Loop.

  4. September 22, 2004 at 2:31 pm


    I can just imagine the amount of slurping that could be going on in that establishment. I’ll stick to eating my cereal at home I think.

  5. September 22, 2004 at 1:30 pm


    Sounds pretty good to me actually. The thing is, if you rarely want cereal, having a variety of cereal available might be worth three dollars to you. Like for me, I occasionally like cereal, but it’s hard to justify buying a box because I’ll end up eating one bowl and then tossing the rest.

  6. September 22, 2004 at 9:41 am


    I can not imagine plopping down $3 for a bowl of cereal when you can get a box for that much at the grocery store. That’s just not economical but then is paying $3 for a cup of coffee strong enough to gag a horse economical either?

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