Loopy new Chicago business

This is one Chicago business that probably isn't going anywhere. To me, cereal seems like something people eat in order to fill themselves up in the morning when they don't have the time or inclination to cook a meal for themselves. If I'm paying for takeout, why would I order cereal? I think this idea is bizarre and I would be very surprised if the concept worked anywhere but near college campuses. Froot Loops come to the Loop The Associated Press Published February 23, 2005 Cereality Cereal Bar & Cafe, the quirky chain of cereal-only restaurants that relocated to Chicago this year from Boulder, Colo., announced plans Tuesday to open a downtown eatery in late spring as it seeks to add office workers to its predominantly young clientele. The company, which grew out of a kiosk at Arizona State University's student union, said the new outlet will be two blocks north of the Sears Tower. It will feature 30 kinds of cereal and 30 toppings, served in "bowls" resembling Chinese take-out containers. Also offered will be cereal bars, snack mixes, granolas and smoothies, all served up by pajama top-wearing "cereologists." The restaurant in Chicago's financial district follows the opening of Cereality's first cafe-size store in December on the University of Pennsylvania campus in Philadelphia, with couches, flat-screen TVs showing cartoons and free Wi-Fi access. Co-founders David Roth and Rick Bacher have announced plans for 10 more Cereality cafes by 2006 on campuses and in hospital lobbies, airports and office buildings. "This Loop location is perfect for the next phase of our national rollout" said Roth, who is chief executive officer. "We'll get a huge cross-section of office workers plus the thousands of traders, clerks and visitors to the Chicago Mercantile Exchange" — which is located across the street. The company recently hired as its chief operating officer Tim Casey, who was vice president of operations for Starbucks, to oversee its aggressive expansion plans.>