The Car and Truck Fleet and Leasing Management Magazine

Dodge & Midway Partner with Cereality Cereal Bar & Cafe to Drive Cereal Sales

May 30, 2006

AUBURN HILLS, MI and ELKHART, IN – Dodge and Midway Specialty Vehicles have teamed up with Cereality Cereal Bar & Cafe to create a mobile format for bringing its “All cereal. All day. All ways” promise to customers everywhere. With the introduction of the new “Cereality Sprinter,” a fully outfitted Cereality Cereal Bar & Cafe on wheels, cereal lovers can purchase their favorite hot or cold cereal combinations, cereal-based bakery and snack items, hot and cold beverages, and other standard cafe menu offerings. “We wanted to create a cereal-based version of the much-loved neighborhood ice cream truck, where we could take our ‘Always Saturday Morning’ experience right to our customers where they live, work and play at any time of day or night—showing up at special events, schools, office parks and sporting venues,” said David Roth, Cereality’s CEO. “And from a business perspective, the fully customized Dodge Sprinter van is also a quick and effective way for our prospective franchisees to reach their customers without always having to build out full-scale stores, as they develop out their markets.“ From a technical point of view, Cereality was impressed by the Sprinter’s statistics. The 2006 Dodge Sprinter boasts 21mpg, a large cargo capacity, and payload. Additionally, several safety features are available, including a ParkSense rear backup system, Acceleration Skid Control (ASC), Anti-lock braking system (ABS), driver and passenger airbags, Electronic Brake Distribution (EBD), and Electronic Stability Program (ESP). Dodge Sprinter is also powerful enough to haul the 40 cereals and toppings with its 2.7-line inline five-cylinder Common-rail Direct Injection (CDI) Turbo Diesel engine. In addition to working closely with Cereality’s design team in creating the prototype vans, Dodge has entered into a cross-marketing partnership with Cereality that includes inclusion of a Cereality Sprinter at various promotional venues throughout the year, including the Dodge Zoo Adventure tour this summer and ‘select’ Dodge Drive for the Kids events in the fall. It is anticipated that these events will draw 100,000 -125,000 attendees. Additionally, Cereality will be producing customized cereal bars with Cereality and Dodge branding to be given away to attendees at all of these promotional events, whether or not the Cereality Sprinter will be featured. For a complete Dodge Zoo Adventure schedule, go to
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