Lunes, 10 Diciembre, 2018

Hold onto your Expedit: Ikea restaurants are coming

IKEA     Michael Nagle  Bloomberg via Getty Images IKEA Michael Nagle Bloomberg via Getty Images
Galeno Paniagua | 19 Abril, 2017, 08:01

"We've always called the meatballs 'the best sofa-seller, '" IKEA's head of food operations in the USA told Fast Company. "Because it's hard to do business with hungry customers". 30% of Ikea Food's customers come to the stores just to eat, and last year's Ikea popup café was pretty popular. Over the past several years, Ikea's food division-which also includes the Swedish Food Market (where you can buy everything from jars of herring to make-at-home versions of the restaurant menu)-has proved to be much more than just a tool to move more Vittsjö TV stands.

Ikea wants to capitalize on that, as Fast Company reports they may try some Ikea stand-alone restaurants in the future. And with Ikea adding fresh menu options, those figures are increasing.

The booming Ikea Food department has been ramping up in all sorts of ways under managing director Michael La Cour.

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Even more surprisingly: Of all the folks who drop in for a bite at IKEA, it seems almost a third are there just for the food, not as a pit stop along the way to new furniture.

The retailer has already completed a few pop-up restaurants in Europe and is now looking into creating dining establishments in urban centers that are separate from its typically suburban furniture stores.

Ikea visits are terrific catalysts for two things: discovering your significant other has a dark side no Årstid light fixture will fix, then dealing with this by gorging on Swedish meatballs in the afternoon.

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'I firmly believe there is potential. "I hope in a few years our customers will be saying, 'Ikea is a great place to eat-and, by the way, they also sell some furniture'".

In 2013, Ikea Food raked in roughly $1.5 billion in annual sales.

The company has already tested out pop-up restaurants in London, Oslo, and Paris.

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"These restaurants could act more as a reminder for shoppers to travel to Ikea locations out of the city", she says.

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