July 8th, 2005

MrButtlertronPimp

The richer you are, the less pain you feel when you die

Trix Are for Traders

The concept behind Cereality, the chain of all-cereal-all-the-time stores, sounds like no-brainer for a college campus: for breakfast lunch or dinner (or maybe all three), $2.95 gets you two scoops of more than 30 brands, plus toppings from bananas to Reese's Pieces to yogurt-flax bark, doused with the milk of your choice. Pajama topped employees on TVs tuned to - what else? the Cartoon Network help re-create the feel of home.

But workers - sorry, Cerealogists - at the Philadelphia branch, which looks out at Penn’s Wharton School, say it's not just students who like regressing to their childhood Saturday mornings. Since the store opened in December, half the customers have been businessmen or whole families trekking in from the suburbs. "We get these really geeky business executives in buttoned-up suits." Cereality cofounder David Roth says, "and they show up at lunch with these big smiles, 'Our wives don’t let us eat Cinnamon Toast Crunch, but here we can eat it in secret."

"It’s given us the confidence to rev up our development cycle," Roth Says. The chain's newest store, opening this week in Chicago, is across the street from the Mercantile Exchange – not the northwestern. (Another is slated for mid-July at a toll plaza in the Northeast, and one is the in the works at an airport. At least seven new locations are schedules by the year-end, and none of them are in the student union.) Roth expects stockbrokers to down Froot Loops as readily as students. "I don’t know if we’ll get the fluffy slippers in the financial district," he says, "but you’ll never know."

- Newsweek July 4, 2005