Genius, or retarded?

How hard is it to bring a box of cereal to work? And in NYC, there's bodegas and Koreans always nearby.

Restaurant chain offers commodity more valued than sex: cereal

CHICAGO (AFP) - The T-shirt says it all: '95 percent of Americans like cereal; 57 percent like sex.'

A new restaurant chain is poised to capitalize on the most important meal of the day by offering consumers tantalizing combinations of their favorite cereals in trendy shops that scream fun.

Bright colors and pajama-clad servers greet customers who are offered their choice of name-brand hot and cold cereals and toppings that range from bananas and molasses to mini marshmallows and malted milk balls.

Tucked into kitschy cardboard boxes and coupled with an optional 'sloop' spoon that acts as a straw, Cereality is also a chance to indulge the inner child on the go.

The aim is to create a 'metabrand' that draws on the existing consumer loyalty to breakfast cereals and creates a unique experience, said co-founder David Roth over breakfast Monday at the flagship store in the heart of Chicago's business district.

'The goal is to be ubiquitous in the culture where we're showing up in all the places where people want cereal and being another option for people when they want to snack,' Roth said.

Cereality has recently partnered with Dodge to create roving vans -- modeled on the ice cream-truck -- which sell cereal, drinks and snacks at suburban soccer games, zoos, shopping centers and even night clubs.