Cereality Hopes Breakfast Concepts Will Fly At Airports

The Feb. 20 issue of Aviation Daily's Airports includes my story (subscribers only) on Cereality, a company that offers hot and cold breakfast cereals in a cafe and express setting.  And the company is hoping that the concept, already introduced at Newark Liberty International Airport, will take off at other facilities across the country.

Cereality is a café that looks like Jerry Seinfeld's kitchen, with cabinets filled with cereal, where people can have the perfect breakfast experience, said founder and CEO David Roth. "We offer 40 cereals and 40 toppings," he said. "Our research finds that 95% of the public enjoys cereal, and Cereality gives them the chance to have that breakfast ritual away from home and make it even better."

Roth hired Stan Synkoski as his chief operating officer to help bring the Cereality concept to airports. Synkoski spent 12 years in the airport concession business with HMS Host.

Cereality Express opened at Newark Liberty International Airport after a call from the leasing authority at the Port Authority of New York and New Jersey, said Roth. "Stan gave me the idea of miniaturizing the best aspects of Cereality by offering six of our best cereals and toppings, using as little as 100 square feet." The concept could work without plumbing and works well in a gate area, he added.  The Newark locations offer six cereals and six toppings.

A 450-square-foot Cereality Café will open in the spring at Chicago O'Hare in United Terminal B, said Synkoski.  That cafe will offer the full Cereality experience, which includes 40 hot and cold cereals, 40 toppings, a choice of milks, bakery items, granolas, breakfast bars, smoothies, parfaits and snack mixes.  The cafe will feature pajama-wearing "Cereologists" to help customers with their selections.

Comments

[Rob Mark]

Tried the one in Evanston Illinois. It is a unique blend of a great concept and great food.

We desperately need one at Terminal 3 at ORD too and MDW while you're at it. Can you put a good word in somewhere?

[Benet Wilson]

Rob: for you, I will put in the good word. But I'm also going to plug my hometown airport, BWI!!