Crunch time as London firm expands to Dubai
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