JANUARY 22, 2005 - LONDON

N. cereal server

A cereal cafe is a cafe serving scoops of cereals, in the 'blends' and with the 'milk options' and toppings of one's choice [e.g., 'Kix & Coco Puffs in warm strawberry skimmed, with M&Ms and half a banana.']

Also on sale are 'Cerealities' - cereal bites, bars and parfaits. Cereal cafes may be 'an entirely new consumer category, tapping into imprints humans develop at a very early age... relevance, assurance, childhood joy, trust and a sensory expectation' according to WHISPER. [Whisper: Serial Cereal Branding]

The first 'cereality' opened in Philadelphia last month. Two are upcoming in Chicago and a dozen others are planned. Cereologist is the name given to staff behind the counter who serve the cereals in 32oz flip-top boxes, for customers to spoon and straw from at the breakfast bar, on kitchen-like tables or a sofa, watching cartoons. Cereologists wear pyjamas with United Flakes Of America on the back. If on manager duties, a cereologist is ranked 'Captain Of Crunch'.

The Observer - guardian.co.uk