Cereal Killer Café looks to global expansion after sales success

London’s Cereal Killer Café is looking to form brand partnerships and franchise internationally after garnering sales success and massive media attention since its launch in December.

The café was founded by 32-year-old Belfast-born identical twins Alan and Gary Keery after the pair craved cereal when out for breakfast one morning in Shoreditch.

Alan told Marketing Week: “We realised there was nowhere to go for a bowl of cereal, not only in London but in all of the UK. People eat breakfast cereal every day, but there’s nowhere for them to buy it. So we decided to celebrate it by bringing it to the high street.”

The Brick Lane café sells more than 120 varieties of imported cereal as well as 13 types of pop tarts. In a style that’s like a “museum to take people back to their childhood” according to Alan, the café features vintage cereal boxes, magazines, cartoons and plays TV and film soundtracks.

The aim is to reach an audience born between 1980 and 1990 who are taking a nostalgic approach to the café’s launch.

Adrian Sington, managing director of Kruger Cowne Rights, which represents the café, told Marketing Week: “The demographic is young, but then people also come in with their children. It’s genuinely full from 10am to 10pm since people like eating cereal at all times of the day.”

The café quickly gained global media attention as concerns grew that the minimum £2.50 price point for a bowl of cereal was too high. An interview between the brothers and a Channel 4 reporter went viral after the journalist suggested local people couldn’t afford it.

Gary responded with open letter to Channel 4 stating that once the business was off the ground, it would help charities provide breakfast for underprivileged children in the area.

Despite criticism, the company claims it has sold roughly 20,000 bowls of cereal since its launch just over a month ago and has had “amazing” customer feedback.

“It’s not about selling the product, it’s about selling the experience that goes with it,” he says.

With a second branch of the café set to open in Camden in the spring, the brothers are now looking to expand throughout the UK and say they have had franchise interest from a few different countries around the world.

“Cereal is eaten all over the world,” Sington says. “The best selling cereal the café has comes from Korea.

“The reason why it’s so iconic is it’s often tied with the first time children are independent in the kitchen. It’s a ritual that happens very early on – you pour your own cereal and milk and eat it. This is in the heart of people all over the world.”

The café is also negotiating a publishing deal for a cookbook, featuring ways to cook with cereal, which should be released within the next six months.

It is also in the process of developing relationships with brands as it looks to form partnerships, both with cereal companies and in the home ware and clothing markets to expand on the merchandise it currently sells.

“We’ve had some great support from cereal brands such as Kellogg’s and Nestlé,” Alan says. “We even had Kellogg’s come down and give us a box of cereal named after us. Our staff have tried every cereal and are very knowledgeable, so we can help push any brand or new product.”

Sington says that so far promotion for the café has come entirely from above the line activity as the café looks to “piggyback on the marketing budgets of bigger companies who want to promote their products through the café”.

However, Alan says: “We do have plans for viral marketing and media sharing. That’s where our customer wants to see us.”

Hide Comments1 Show Comment
Comments
  • Cherrie Hub 19 Jan 2015 at 7:44 am

    that’s incredible how quickly they became the national sensation, only within one month… I agree, there’s no place on a high street where you can get a bowl of cereal, and I’m a big fan, I can eat it for lunch and breakfast. And the mouthwatering choice, bold and brill idea 🙂

  • Post a comment

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here