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Beyond breakfast: Breaking cereal's boundaries

MATT LARKIN

Special to The Globe and Mail

Latest comment posted at 12:15 PM EDT 26/04/08

The challenge: Convince customers to eat cereal in the afternoon. The plan: Rebrand with a word other than 'cereal. The payoff: A giant customer base that chows down on cereal all day, every day ...Read the full article

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  1. james p from Canada writes: uummm, maybe make sandwiches for lunch. delis have been doing it for years. it'll be a lot cheaper than whatever Zig foists on you.
  2. Scott Wicks from Toronto, Canada writes: Is this article anything other than a big advertisement with an editorial look? Geez, are there actually people who are too lazy and/or self important to eat their bowl of cereal at home in the morning? It would probably be a lot cheaper too I should think. Or eat an apple or something which is probably more sensible and better for you anyway. Breakfast cereals are hideously overpriced considering what precisely you get in the box - sugar, and carbohydrates. The only people I know that will eat the stuff all day long is teenagers sitting around with their faces glued to the tv watching Yugi-oh twelve hours a day.
  3. H M from Canada writes: Generic cheerios were the staple of my diet for 4 years. You can buy them in enormous bags, and they have way mre nutrients and far less salt than ichiban.

    What I will never understand is how people will say they are too busy, in too much of a hurry to eat breakfast and then stop at a place like this and stand in line and it takes way more time than grabbing a bowl of cereal in the morning.
  4. Craig Cooper from Toronto, writes: You left out the part about how cereal tastes icky. How about the Bacon Barn? Mmmmmm...grease.
  5. aniphylactic shock troops from Victoria, Canada writes: Although I'm a Raisin Bran addict, I was surprised to learn how well Cheerios stacks up in the nutrient department. Between the cereal and the milk/yogurt, that's a better meal than a white bread sandwich with deli meat (sugar, flour, animal fats, nitrates).
  6. Globe Insider subscriber content
    James Cockfield from Canada writes: The question is implementation. The suggestion are OK, but easier said than done (and potentially costly).

    I find it interesting that that these ideas came from people who (may) have never been an entrepreneur or even sold anything. I found their suggestions rather boring and pedestrian. Any first year Marketing student could have suggested what they did.

    I would love to hear from someone who worked for Tim Hortons or McDonalds or the like.
  7. Confused By It All from Canada writes: Uh, you mean I"m NOT supposed to eat cereal for supper? If I don't, I'll have to eat hot pizza (ick), in which case I can't have it cold for breakfast. What to do? What to do?
  8. Andrea C from Canada writes: Yeah, they could go with grains. But what they need to do is find influencers and put their product in their hands. If the cool kids on Bay Street start eating cereal or grains or superfoods for their afternoon snack, then other people will follow suit. So what they need to do is hire some really good looking professionals (models who can pass) and have them near the Cereal Bar, outside the gym, walking down the street and in other places. They need to make friends with receptionists and offer big incentives for bringing in Cereal Bar products for an afternoon event. Stealth marketing. Cool hunting.

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