Serious Cereal

Modeled on Seinfeld's kitchen, stores in a new chain of cereal-only cafés sport cabinets stuffed with 33 types of cereal and 34 toppings, from dried blueberries to Pop Rocks. Cereality customers pay $4 a bowl, then choose and pour their milk--soy, flavored, skim or whole. At the Tempe, Ariz., flagship, "Cereologists"--pajama-clad servers--serve up plain old corn flakes as well as fancier combos. Among their popular concoctions: Devil Made Me Do It, combining Cocoa Puffs and Lucky Charms with chocolate milk and malt balls. On Nov. 29, a 1,500-sq.-ft. Philadelphia outpost is set to open. The chain's slogan? "95% of people like...

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