US cereal café chain plans to break into the UK market

Cereality, the US fast -food chain that serves brand-name breakfast cereals, looks set to open in the UK next year, as part of the company’s worldwide expansion plans.

Cereality was launched in the US 18 months ago and has only four outlets, but it has attracted a huge amount of media attention and interest from potential investors and business partners.

The chain’s menu consists of products from well-known brands such as Quaker Oats, Kellogg’s, General Mills and Post, which can be mixed together as customers want.

There are more than 30 cereal varieties, 30 toppings, a variety of milks, and choice of hot and cold drinks. The menu also features Cereality blends of cereals, toppings, and mix-ins, known as “Your Cereal. Our Way”. Customers can get cereal boxes made to order with their favourite combinations to take away. The outlets are designed to look like home kitchens, while staff (“cereologists”) wear pyjamas. Overhead screens play Saturday morning cartoon shows.

Cereality says it has had more than 5,000 enquiries from around the world about franchising the concept, including “a lot of interest from potential UK partners”.

A number of similar cafes have been launched in the US recently, and Cereality has threatened legal action against some for allegedly infringing its trademarks. It has also filed a claim with the US Patent Office which, if accepted, would give it legal protection over its processes, including the way it “creates” products by mixing cereals from competing brands.

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