Choice, nostalgia and cereal: new models of marketing attracts Millennials

Measurably Daring™

9am this morning I was watching Friends VHS boxsets, playing with troll dolls, while eating a bowl of Reese’s Puffs. I could have sworn I’d taken a ride in the Delorean to a set on Saved by the Bell. In actual fact I hadn’t even left East London, let alone this Century. Instead, I was sitting in one of Brick Lane’s newest niche establishments – the Cereal Killer Cafe.

Situated in the heart of ‘tech city’ Shoreditch, Britain’s first cereal cafe is mixing old school with a twist of new. A fun and different way to have your breakfast, the Cereal Killer Cafe has taken a mundane, everyday task that we’re all familiar with, and turned it into a nostalgic, sociable experience that takes you back to your favourite breakfast cereal as a child.

But why has this been so popular?

Well this breakfast time cafe appears to be providing more than just cereal to consumers. In a time where fashions are recycled, this generation of Millennials are drawn to nostalgia of the 90s, an era of stability and comfort that many still miss. While I was certainly aware we were not being sold gourmet food, the cafe is tapping into a human need to feel comforted. In part, this can account for the success of such a niche business.

Although by limiting their products to only retro cereals, one can argue that the cafe alienates itself from the masses. However, by aggregating a specialised product into one place, they are essentially eliminating a choice overload. In a world where we seek convenience in our decision making, this construct of choice architecture is most desirable.

How far can this novelty stretch?

This is an extremely niche business appealing to cereal lovers. With some negative criticism in the press, it’s evident it will not appeal to everyone. Visitors have also complained of overpricing the bowls of cereal at £3.20 near one of the Capital’s poorest areas. However, Cereal Killer Cafe already boasts over 10,000 followers on Twitter so marketers could do worse than go in and take a look around.

Only time will tell whether consumers will embrace a cafe such as this and whether more will be appearing in the future. In the meantime, if you want to avoid the crowds, pop in for breakfast when the place is a ghost town. Talk about hipster irony.


This article was written by Alice Clothier, Mobile Executive at Fetch.