You may have to ditch your bathrobe to grab breakfast at this eatery. It has got to be the hippest thing to happen to cereal since that first bowl of granola was dished out back in the 1800s.
What do you get when you serve up 30 different cereals, 45 toppings, and your favorite milk to pour on top? It is simple -- Cereality! It's the brainchild of David Roth and Rick Bacher.
"We thought why not create a place that would be a wonderful, wonderful getaway for them in the middle of the day to just go spend five, ten minutes and have their perfect little cereal experience. We call it 'always Saturday morning,' said David Roth.
It's located in the heart of Chicago's financial district, just steps away from Union Station and it's the first Cereality to cater to a non-college-student crowd.
"We are able to go and serve up cereal quickly to people that are in a rush going to their office or going to a train," said David.
Still wondering how the concept works?
"You can choose to have one of ours, but you're free to make a blend just the way you want with over 30 cereals and actually over 45 different toppings. You can enjoy it here; you can take it to go," said Rick.
If all the possible combinations have your mind spinning, you can try out some of Cereality's own blends, like the PB&B Crunch: Captain Crunch, peanut butter nuggets, raisins and bananas or a mix "Mikey" would like! It's called 'Life Experience': Life cereal, almonds, bananas and honey and the hot cereals will give you a whole new appreciation for good old oatmeal!
"The most popular is called the chocolate banana, that's actually made with Nutella in the oatmeal with sliced banana, chocolate chips and a strawberry on top," said Rick.
So how did two business executives come up with these tasty cereal concoctions?
"We go through extensive tastings. It's actually kind of fun - you're in your suits, you're talking about high finance and it all involves Lucky Charms and Captain Crunch. Does this have enough brown sugar in it? Does that? You know, this kind of stuff," said David.
While the concept is still pretty new to the Windy City, it has not taken long to recruit some serious Cereality fans.
"Cereal, to me, is the ultimate comfort food and to mix it with other things that you normally don't have in your cupboard or what not is a pretty cool concept," said Chip, Cereality fan.
"I've never even seen a place like this! It's great. It's like the greatest thing ever!" said Gavin.
It's certainly a quick food you will be seeing a lot of. They will soon be setting up shop in airports around the country and who knows where after that.
"We have a database of over 10,000 people that have written us by email that have said, "Can you bring us Cereality where we live?" Here, overseas, in Asia, in the UK, Australia," said David.
Remember all those cereals your mom wouldn't let you buy? Who would've thought it could taste so good. It is cereal your way!
For more information:
Cereality
100 South Wacker Drive
Chicago, IL 60606
(312) 506-0010
www.cereality.com
