Case Study

Kellogg’s NYC

In the summer of 2016, iconic breakfast brand Kellogg’s opened a pop-up cereal cafe in Times Square (aptly named Kellogg’s NYC), to test the waters and see if a venue of this type could succeed on its own. Well, the results are in — in late 2017, it relocated from its original location to a giant 5,000 square-foot loft space in Union Square.

The event space and cafe features an almost-fully customizable interior, along with fun touches like murals, modern decor with pops of color and, of course, a sizeable build-your-own-bowl cereal bar — complete with an Instagram station for maximum likes. As their cafe concept continues to grow, so does their private events program. As their director of events & catering, Stacy Rudin knew Kellogg’s NYC needed a software to keep everything organized and streamlined. She knew they needed Gather.

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