Inside Penn's Cereality, first-year graduate student Erica Chapman orders a quick dinner fix: a mixture of Life cereal, fresh bananas, almonds and honey, dubbed a "Life Experience."
The concept of a cereal-based restaurant has made Cereality something of a hit on Penn's campus, and it's a concept that the restaurant is taking to airports across the country, with its latest endeavor named "Cereality Express."
The company set up two stands at Newark Liberty International Airport in late December, with more to come at O'Hare International Airport in Chicago and John F. Kennedy International Airport in New York.
"Like everything else, this is our foray into a new channel," Cereality CEO David Roth said. "We're very excited to see that we're building a new, loyal customer base."
Unlike their cafe counterparts, the smaller wall units offer a limited menu; customers choose from the top-six favorite blends, along with milk, orange juice or a snack.
The decision, Roth said, was inspired by the airport's fast-paced environment.
"It's designed to be a quick and easy explanation of what we offer," Roth said. "It's meant to be a kind of introduction to Cereality, kind of like a teaser."
But while experts say focusing on classic favorites is a smart marketing move, lack of variety can prompt hungry commuters to explore other food options.
"The question is whether [customers] eat cereal at any other time besides in the morning," Marketing professor Stephen Hoch said. "If they don't, Cereality needs to expand their options or partner with" another company.
Cereality's simple menu may also work in its favor, however. Compared to traditional airport food venues, cereal offers a more-healthful fast-food alternative, Marketing professor Ro bert Meyer said.
"Typically, people want things that can be quickly prepared and . eaten in a short period of time before getting on an airplane," Meyer said. "It would satisfy travelers' desires for a variety."
While there's no word yet on a location in the Philadelphia International Airport, Cereality isn't limiting its ventures to airport terminals.
The first Cereality franchise is slated to open at State College, Pa., next month. It will be one of 26 franchises across the country.
And despite its initial appearance at Arizona State University in 2003, and a second location a year later on Penn's campus, Roth said cereal doesn't just revolve around the college atmosphere.
"I see Cereality as a ubiquitous concept that appeals to 95 percent of the American public," Roth said. "They know the product. They're excited by the brand."
Frequent fliers like Chapman, the graduate student, are certainly excited about the latest incarnation of Cereality.
"There's not a lot of healthy options," Chapman said of the offerings at Newark and JFK airports.
"I would have cereal even without milk," she said. "[It's a] quick carbohydrate rush."
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