US cereal cafe chain planning foray into 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.

Industry news portal mad.co.uk cited the Chicago-based company as saying it has had more than 5,000 enquiries from around the world about franchising its innovative concept, including a lot of interest from potential UK partners. Although Cereality was launched in the US 18 months ago and currently has only four outlets, it claims to have attracted a huge amount of media attention and interest from potential investors and business partners. Within Cereality outlets, customers choose from their favorite cereal brands and toppings, and pajama-clad 'Cereologists' fill the orders. Customers then choose and add their own milk, just the way they like it. The chain's menu consists of more than 30 products from well-known brands such as Quaker Oats, Kellogg's, General Mills and Post. In October, co-founders David Roth and Rick Bacher said they would explore potential partnership arrangements with key area developers, other leading retailers and licensing companies. We are broadening our original strategy of focusing primarily on street-side cafes and are embarking on a parallel path to meet the overwhelming consumer demand in ways that are non-formulaic and in many cases, truly unique to the quick-serve restaurant category. said Mr Roth. We see Cereality as an already big brand, not just a potentially big restaurant business, he continued. And that big brand is built on the promise of 'It's Always Saturday Morning', which means that any time you come to Cereality, you get the relaxed, homey atmosphere and sensory experience that reminds you of Saturday morning - no matter the day of the week. The co-founders will release additional information about franchise opportunities later this year.