Inspired by established cereal cafes in the United States and the premise of the 2005 film Flakes, they went about asking consumers on the streets whether or not they would buy into the concept.

[9] They claimed they found it difficult to rent a location based on their business venture but eventually settled on an old video store.

Despite being shown the London borough had some of the highest rates of poverty in the country,[14][15][16][17] Gary denied this was the case and said his cereal was "cheap for the area" before refusing to continue with the interview.

[18][19] Media commentary ranged from praise of their entrepreneurship from Boris Johnson[20] to criticism pointing at gentrification around Shoreditch,[21][22] with the Keerys terminating a 2014 interview with Channel Four after reporter Symeon Brown asked "Do you think local people will be able to afford £3.20 cereal?

"[23] In response, the brothers wrote an open letter to the broadcaster on Facebook, characterising the reporting as "unfair" and announced plans to provide free breakfasts for underprivileged children; however, no schools, youth groups or charities were approached.