Crunch time as Lon­don firm ex­pands to Dubai

7 Days in Dubai - - BUSINESS - Writes Sar­wat Nasir. sar­wat@7days.ae

A Lon­don cafe that sells only ce­real and milk is set to launch its first branch abroad in Dubai with more than 100 dif­fer­ent kinds of break­fast to choose from,

Ce­real Killer Cafe will open its Dubai branch in May, where a bowl of ce­real could cost up to Dhs25.

The eaterie launched in the UK in 2014, sell­ing about 120 kinds of ce­real from all over the world, in­clud­ing Amer­i­can, Bri­tish, Span­ish, French and Aus­tralian ver­sions.

Alan Keery told 7DAYS that he and twin brother, Gary Keery, have sold the busi­ness li­cence to a busi­ness­man in the emi­rate, but has not re­vealed where the cafe will be.

Alan said: “The shop has re­ceived a lot of at­ten­tion in­ter­na­tion­ally, es­pe­cially from the Mid­dle East. So, we sold a li­cence to some­one in Dubai and it’s set to open some­time in May.

“I think the café will do well in Dubai. Here it’s very pop­u­lar. We get peo­ple all day, eat­ing ce­real. It’s not just some­thing you eat in the morn­ing for break- fast, you could eat ce­real at any time.

“My brother and I were very hun­gover one day and we re­ally wanted ce­real. We went around look­ing for ce­real but we couldn’t find any and that’s where the idea came from. Peo­ple should be able to eat ce­real when­ever they want and not just in the morn­ing.”

Keery said the most pop­u­lar ce­real amongst cus­tomers in their UK branch are brands such as Lucky Charms and Reece’s Puffs. He be­lieves these brands will also prove to be pop­u­lar in Dubai.

Even though the cafe has proven to be pop­u­lar, it at­tracted crit­i­cism from some quar­ters.

Bri­tain’s Chan­nel 4 News con­fronted the Keerys and asked them if they thought many east Lon­don­ers could af­ford their ce­real prices.

And one of their stores was even at­tacked by ‘anti-gen­tri­fi­ca­tion’ ac­tivists last Septem­ber, who re­gard the cafe as a symbol of in­equal­ity in east Lon­don.

Keery in­sisted the store is of­fer­ing more than just what could be bought in a su­per­mar­ket.

“The prices are there be­cause we don’t just sell ce­real, we are like an ice-cream par­lour. We sell ce­real cock­tails, so that means a cock­tail with dif­fer­ent kinds of ce­real in there for the cus­tomer.”

BOWLED OVER: Brothers Alan and Gary Keery are con­fi­dent their Dubai cafe won’t get a Frostie re­cep­tion

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