Andrew Applebaum

WHAT GOT YOU STARTED?

by Burke Campbell 

Published in the Financial Post

 Feb 2, 2009

Andrew Applebaum founded The Cereal Bar ( www.thecerealbar.ca ). The take-out bar is located in the Commerce Court food court, downtown Toronto . Andrew Applebaum tells the Financial Post what motivated him to become an entrepreneur.

Universal food: “After college, I went to work for Loblaws, then Kraft Foods, working in the cereal divisions. But gradually, I evolved the idea for The Cereal Bar. Nearly all Canadians eat cereal, but it’s not easy to get when you’re on the go.”

Mobile population: “Nearly three years ago, I opened this small counter in the financial district. Pedestrian traffic is high, with 15,000 walking by every day. There are 10,000 workers in this building alone. We’re open at 6:00 am , for those who hit the gym before work. You can grab and go, or eat in the food court. Cereal is great for lunch and it’s the perfect snack.”

Totally your way: “I carry a wide range of cereals, bran flakes, corn, Fruit Loops, granola, hot oatmeal, topped with milk, soy, or even chocolate milk. We add other toppings like fresh fruit, berries or yogurt. Everything’s mixed to your taste, whatever you want.”

That warm glow: “When you work for yourself, you get back everything you put in. It’s wonderful to have a job you love.”

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