AS an idea you could say it’s completely crunchy nutty.
But there’s nothing flaky about the profits from the growing number of cereal cafes across the country, and Edinburgh is seemingly next in line for one of the all-day breakfast bars.
Two entrepreneurs describing themselves as the Willy Wonkas of the breakfast world are scouting the Capital to find the perfect site for a cereal cafe.
Duo Oliver Lloyd-Taylor and Andy Young, who run Manchester-based Black Milk Cereal Dive, are also considering opening a cafe in Glasgow as they expand their cereal empire.
Their business offers a range of traditional and imported breakfast cereals along with the novelty of edible bowls at a cost of up to £4.20 a time.
Oliver said: “We are looking for an up-and-coming area where we can grow organically within the community, and we are excited about the prospect of opening in a new city.”
The venue, which could open as early as Christmas, would apparently boast 50 flavours of milk and more than 150 breakfast types from Liege waffles to Shredded Wheat.
Customers would be able to choose what goes into their smoothies and milkshakes.
Oliver said: “We want to make it as crazy and creative as possible and we are always coming up with new ideas like Willy Wonka.”
The concept proved so successful in Manchester that the pair were forced to move to larger premises.
The brands include conventional cereals such as Shredded Wheat, Cornflakes and Crunchy Nut as well as unusual options like Apple Jacks, Cap’n Crunch’s Peanut Butter Crunch and Hershey’s Cookies ‘n’ Creme.
Malcolm Duck, chairman of the Edinburgh Restaurateurs Association, said he thought the idea had potential.
He said: “I think it is an interesting concept with broad appeal. It’s a great idea and it could work.
“It could work spectacularly well. Innovation is always a good thing and Edinburgh is quite accepting.
“The idea of having breakfast at different times also appeals to me.
“In my industry, I often have breakfast at 2 o’clock in the afternoon.”
The Edinburgh cafe would employ up to five people including a manager and two or three part-time staff.
The first cereal cafe in the UK was opened in Shoreditch in December last year based on an idea which appears to have originated in America.
There are now around half a dozen cereal cafes in the UK with the trend set to continue.
Oliver and Andy opened in Manchester after spotting a “gap in the market”.
“There wasn’t anywhere that did milkshakes, juice and smoothies all in the same place and we love all three things.”
Oliver added: “Our original plan was to have a milk and juice bar, but cereal kept popping up during our brainstorm sessions.
“Our collection started with the American brands, Lucky Charms and Froot Loops etc, and they were our biggest sellers.
“Now we get a lot more European cereal because its quite wacky and crazy and there are lots of different variants.
“We try and cater for everyone.”
What’s on the menu
Customers can order single, double or triple-sized bowls of cereal and are able to add an extra types of cereal as they go up a size.
They can also opt for a “slider” which is three smaller portions of cereal served in smaller bowls. As well as adding the milk of their choice, breakfast-lovers can add toppings including marshmallows, Jaffa Cakes and mini eggs. Favourites cereals include American classic Lucky Charms, closely followed by Reese’s Puffs, but their best-sellers is the Easter Feast – Krave Chocolate Roulette and Lion Bar cereal, with a chocolate brownie, mini eggs, a Cadbury’s Creme Egg and salted caramel served inside half an Easter egg