The Cereal Bowl recently opened on George Street with a snap, crackle and pop — and it’s the only place in the city where the employees wear their pajamas to work.
Located under Rockoff Hall, the shop held their grand opening Saturday and offers 26 different types of cereals, mostly brands from Kellogg’s and General Mills.
“I kept going by [before it opened], trying to figure out what exactly it was, because you can make cereal in your room,” said Shante Crawford, a School of Arts and Science junior who lives in Rockoff Hall.
But after hearing someone in an elevator talk about what they had at the Cereal Bowl, Crawford said she decided to go in and get something.
“I think it’s great,” she said. “Don’t knock anything before you try it. It’s a good variety, there’s a lot to choose from. It’s not just cereal.”
The store also features signature bowls called “Favorites,” such as the “Give Me S’more,” which consists of Golden Grahams cereal, Cocoa Puffs cereal, marshmallows, chocolate chips and home-made graham bites.
Customers can choose from more than 30 toppings to mix into cereal, oatmeal, parfaits, frozen yogurt or sorbet. The selection of toppings range from fresh and dried fruits and nuts to chocolate chips, sprinkles, syrups and candies like M&M’s and gummy worms.
“Cereal to me is a quick, fast food you can eat all day long,” said shift leader Heather Canha.
Cereal Bowl employees wear matching flannel pajama pants and baseball T-shirts as their uniform.
“We want a very friendly atmosphere, and how friendlier can we get that we’re in our pajamas serving you?” Human Relations Manager Kristen Vogel said. “It’s like breakfast in bed.”
School of Arts and Sciences junior Mohsin Bolwala said he was eating at neighboring Douglass Pizza when he decided to stop by.
“I knew it was going to open, and I’m a fan of cereal,” Bolwala said. “They had a lot of variety, it was really good. I got a combination of all my favorite cereals actually.”
Any combination of four cereals or toppings costs $4.29 for a regular-sized bowl, or $3.29 for a small size, plus tax.
Vogel said getting a bowl of cereal here is actually cheaper than buying a box at a store, considering that customers can mix several different kinds with toppings, and it won’t go stale.
A popular choice for oatmeal is “Strawberry Cheesecake Oatmeal,” which has cheesecake icing, strawberries and graham bites, Vogel said. Another favorite topping for oatmeal is apple pie filling.
Other menu items include Rice Krispie treats, coffee and smoothies.
The Cereal Bowl’s smoothies are called “Oaties,” because they have oats mixed into them for added nutrition. They come in flavors such as the “Banana Berry Bomb,” “Berry Good For You,” and “Mango Madness,” and cost $4.69 plus tax.
The Cereal Bowl’s line of coffees is called “Semi-Serious Coffee,” which includes flavors such as “Raspberry White Mocha,” made from espresso, milk, white chocolate syrup and raspberry topping.
They also have a flavor called “S’mores Mocha,” which is made from espresso, milk, toasted marshmallows, chocolate syrup and graham powder. Coffees range in price from $1.55 to $3.69, plus tax.
Customers can also create and take home a box combining any four cereals or dry toppings, Vogel said. In addition, the store sells “Plush Puffs,” which are soy-based, flavored marshmallows and Ugly Mug coffee, a Fair Trade brand, by the pound.
The Cereal Bowl can create 13 by 9 inch birthday cakes as well, made from Rice Krispie treats and icing.
In an effort to be environmentally friendly, the shop uses bowls made from bagasse, a byproduct of sugar cane, Vogel said. The ink on the bowls is soy ink, which will degrade within less than a week if left out in normal weather conditions.
Customers have a choice between 2 percent, skim or whole milk with their cereal, Vogel said. Soy milk and Lactaid milk are available for a small extra charge. Organic milk will soon be offered as well.
The vibrantly colored store has wireless Internet access, flat screen TVs and a “study cubby” — an area with bar stools and desk space for students to do schoolwork.
Vogel said her parents, the owners, first saw a Cereal Bowl franchise in Miami and decided they wanted to open one in New Brunswick to target college students.
“I think that the biggest characteristic of the Cereal Bowl that no one else has to offer is the fact that we have comfort foods,” Vogel said. “Growing up, whenever you were upset, you probably went home and had a bowl of cereal.”
Cereal Bowl takes breakfast out of box
Published: Thursday, November 12, 2009
Updated: Sunday, November 15, 2009
 "Photo: Bonnie Chan")
Bonnie Chan
The Cereal Bowl offers a variety of treats including cereal, yogurt and parfaits, with a selection of more than 30 toppings. The shop recently opened on George Street, under Rockoff Hall.
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