Cereality Moving HQ to Chicago

By Rachelle Bowden in Food on Dec 14, 2004 3:40PM

In September Chicagoist reported that the publicist for Cereality, the cereal restaurant, told us "Chicago is absolutely where Cereality wants to be." Turns out she wasn't joking around. In early 2005, Cereality is moving its company headquarters from Boulder, Colorado to Chicago.

"Chicago is a fitting city for Cereality to bring its headquarters, having been the long-time home to Quaker Oats and the nation's center for grain futures trading for more than 150 years," said Mayor Daley. "Chicago is the best city in the country for a corporate headquarters, from Fortune 500 international companies to growing firms with entrepreneurial spirit. I look forward to working with Cereality, to help them grow as Chicago's newest hometown company," he added.

Speaking of Quaker - they apparently were an early supporter of Cereality when it was just an idea. Quaker Foods president Mary Dillon says that nothing makes them happier than seeing people find new ways and places to eat oatmeal and cereal. (duh!) She adds that "Cereality has energized the cereal category - and we're even more pleased they've chosen to join us here in Chicago."

On the move, David Roth, Cereality co-founder and CEO said "For Cereality to achieve the aggressive growth we believe we can achieve, we needed to move the company to a larger city, with more access to talent and overall resources. We've been incredibly pleased with the national, and international, response to the Cereality concept and now we have to put a plan in place to help us bring Cereality to everyone."

Cereality recently launched its first store in Philly after more than a year of testing and refining the concept at Arizona State. They plan to open 10 more cafes within the next 15 months, including one in Chicago's financial district in the first quarter of 2005. Yay cereal! Yay us!