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The Menuvation Center is a collaborative test kitchen and think tank designed to help you, our customer, find the next big thing for your menu.

This is the spot where culinary creativity thrives. Where inspiration becomes innovation. Where industry professionals, like you, collaborate with our cutting-edge chefs to develop crave-worthy recipes, explore new flavors and so much more. This is Where Cravings are Made.

Inside the menuvation center with Stephanie Izard

HAVING THE MENUVATION CENTER AND KELLOGG’S INNOVATIVE CHEFS IN YOUR CORNER IS A HUGE ADVANTAGE." Chef Stephanie Izard

Where cravings are made

The Menuvation Center is located inside The Hatchery—a food and beverage incubator in the epicenter of Chicago’s bustling food scene. You’ll be fully immersed in the creative process, the spirit of innovation, and the unmatched flavors of Chicago’s culinary culture.

A fluid combination of real-world insights, data-driven analysis and imaginative thinking is the key to Menuvation success.

Tap the plates to explore the process

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INVESTIGATE

WHAT’S HAPPENING IN FOOD CULTURE?

We use proprietary and research partner data to identify trends and find opportunities for innovation.

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CONSIDER

WHAT’S HAPPENING IN YOUR OPERATION?

We analyze your unique opportunities and constraints to identify ways to level up your menu.

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REIMAGINE

HOW DO TRENDS TRANSLATE?

We develop concepts that suit your menu, operation and customers using our consumer-loved food and brands.

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ANALYZE

WILL IT WORK?

We simulate a range of back-of-house conditions to identify successes and challenges. We will also work with you on sensory, consumer, and packaging testing.

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VERIFY

WHAT DO YOUR CUSTOMERS WANT?

We partner to develop item names, descriptors and execute concept tests with consumers.

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EXECUTE

WHAT’S THE MOST EFFECTIVE WAY TO LAUNCH?

We work through the execution criteria for your operation and help you ideate ways to market your new menu items.

Our illustrious team of in-house chefs, The Crave Makers, are dedicated to finding the solutions your menu needs now. They’re Making The Crave with the help of The Culinary Insiders, our field team of restaurant chefs and industry experts.

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Crave Makers portraits Crave Makers portraits sketch