Case Study

If you read my last post you saw me talk about Kellogg's NYC. Well for class I decided I was going to create a case study on that same café; hopefully I will not repeat myself.  So lets start with what is Kellogg's NYC? Kellogg's NYC is a cereal café that Kellogg's is opening up in time square. They are doing this in hopes to increase cereal sales, which has been seeing a slow decline. This café offers more than just a bowl of cereal, with each menu item being crafted by Christina Tosi from milkbar, and masterchef fame. These recipes blend a bunch of different interesting flavors into each bowl, and Kellogg's hopes this will encourage people to start experimenting with different flavors back at home. Shoot they even have a make your own bowl option at the café. Maybe you are wondering, hmm its in time square how much will this bowl cost me? Well the answer is 6-8 bucks. Yeah that seems outrageous for a bowl of cereal when you could buy a box of it at the store for the same price, but here is how they get away with it. First off location is key, they are in time square so a lot of  tourist which allows them to be more expensive because that is what people expect. Next they try and pull you in by playing on your nostalgia. I mean a lot of people haven't eaten cereal since they were young and Kellogg's knows that. So they created the interior of the café to feel like you are at home eating cereal. From the white brick walls, to the wood panel floors, even how you get your cereal. Once your order is ready you go to these numbered cabinets, open your number and pull out a grocery bag with your order in it. And so far they seem to be well received. Kellogg's is encouraging people to buy more cereal with this café by encouraging experimentation, inducing nostalgia, and showing people that it is more than just a breakfast food. This isn't the only purpose for it because it also gives Kellogg's the chance to interact with their consumers more directly and figure out what problems they have and how they can fix those problems. They have set up a great channel to listen to people through. I think this is a great thing. They are in a niche market, they are encouraging sales of their product, and they are listening to their consumers. Kellogg's is headed in the right direction and I can see this helping them immensely. Shoot I want a bowl of cereal just typing this up.