Story-doing: The Kellogg’s Café

The Wall Street Journal: “Who would go to a restaurant to eat Frosted Flakes—and pay $6, maybe even $8 for it? What if the bowl was topped with a sprinkle of lemon zest, toasted pistachios and fresh thyme, and was singularly delicious? Kellogg’s will find out the answer on July 4, when it opens its first-ever restaurant, in New York’s Times Square … a sleek, intimate space in which to challenge eaters’ conceptions.”

“The playful recipes … include the pistachio- and lemon-spiked bowl of Frosted Flakes and Special K … and ice cream topped with Rice Krispies, strawberries and matcha powder. Customers will pick up orders via a set of ‘kitchen cabinets,’ a kind of un-automated automat. Inside the door will be their food and a little surprise, like those found in a box of cereal. Most days, it will be a small treat—a plastic ring or a morning newspaper. But there are also plans in the works to give away several tickets to the Broadway smash, Hamilton.”

“This is story-doing versus storytelling,” said Andrew Shripka, the associate director of brand marketing. “We could have put a great recipe on the box. But this is so much more powerful.”

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