Kellogg Opening Cereal Café

Kellogg (Battle Creek, Mich.) is opening a cereal café in New York’s Times Square this weekend with the hopes of reviving sluggish cereal sales.

The café will combine the company’s signature cereal brands with unexpected ingredients like lemon zest and pistachios, reports WABC-TV New York. It will also serve up ice cream dishes, juices and coffee.

To boost sales, the company is also trying to market cereal as a night-time treat and on-the-go snack.