What is delicious in IKEA? According to media reports, an IKEA executive once revealed that food sales account for 5%- 10% of the group's total global sales. Germany, China, the United States, Sweden and Britain are the five most important markets for IKEA's food business. Is there anything delicious in IKEA?
What's delicious in IKEA 1 short version
An afternoon tea: hot dog+coke+cone =6 yuan.
When you visit IKEA in the afternoon, you will have a foreign afternoon tea. You will definitely miss the hot dogs on the first floor, right?
The bread of the hot dog is heated and warm, and the sausage wrapped inside is boiled, not fried, which feels very healthy. After you get the hot dog from the bar, you can add sauce according to your own taste. Mustard sauce and ketchup are popular, and the ketchup is sour and sweet. Mustard sauce has no exciting taste as expected and is very memorable. Generally, there are two sauce-adding machines, and you can squeeze as much as you want, with paper towels next to it, which is very intimate.
With a free refill of coke, you can have dinner time ... By the way, this combination of coke and hot dogs, 5 yuan. What's more, there is the famous 1 yuan cylinder ice cream-in this era of soaring prices 1 yuan money can buy popsicles is already a very difficult thing, not to mention the ice cream made of pure fresh milk ... There are hot dogs, drinks and ice cream, and this afternoon tea is only 6 yuan.
By the way, 1 yuan ice cream is delicate and rich, killing KFC and McDonald's. Don't waste money (2 yuan) on IKEA's two-color ice cream, which is not delicious.
A dinner: Swedish meatballs+vegetable salad+coffee =28 yuan.
It is no exaggeration to say that many people fall in love with IKEA restaurant because of this meatball. Little meatballs Q are juicy, served with gravy mashed potatoes and cranberry sauce. Girls can eat 10 in one breath, with endless aftertaste, which is highly recommended by many people. If you are lucky, you can also catch up with half-price promotions, and sometimes soup and dessert will be given away. 10 one plate of mashed potatoes with cream gravy, as long as 15.5 yuan.
Don't forget to add a vegetable salad with a cup of freshly ground coffee.
There are purple cabbage, tomato, cucumber, bitter chrysanthemum and lettuce in the salad with thousand island sauce for only 6.5 yuan, right? 7- 1 1 Why are you crying?
Abundant edition
A dinner:
Appetizer: Smoked Salmon with Herbs and Vegetables with Lime.
Main course: grilled steak
Dessert: almond cake with cranberry juice
Every year, the scene of catching salmon in Sweden is spectacular, and it is the country that eats salmon most in Europe ~ This salmon salad with smoked, vanilla and lemon flavors can't be missed, not to mention that it costs 10 yuan.
After appetizing, enter the main course. How about a delicious steak? Black pepper sauce mixed with beef chops is classic.
And its price is—
Something to drink? How about sweet and sour cherry cranberry juice?
The price is, 5 yuan drinks infinitely-
And one of IKEA's most classic desserts, almond cake. The crispy and grainy skin and the rich almond cake inside … can't stop! Besides, don't 10 yuan.
Counting it down, such a big meal is only 50 yuan-the price of a working lunch in CBD ~ In short, whether it is a strategy or a routine, it is delicious food. Go eat it!
Is there anything delicious in IKEA 2 "1yuan ice cream, hot dogs in 3 yuan, endless coffee in 5 yuan, Swiss meatballs in 15 yuan? Let's go to IKEA for dinner." I don't know when the restaurant has become a resounding "business card" for IKEA. After investigation, IKEA also found that 30% of customers came to IKEA to go to the restaurant.
According to media reports, in 20 18, an IKEA executive revealed that food sales accounted for 5%- 10% of the group's total global sales. Germany, China, the United States, Sweden and the United Kingdom are the five most important markets for IKEA's food business. Ikea decided to further develop its catering business. On June 23rd, IKEA confirmed to the media in France and Spain that it would try the take-away service from Paris. If the pilot is successful, IKEA may bring this idea to other markets in the future.
As a home retail brand, how does IKEA unconsciously become a dark horse in the catering industry?
Shopping mode of "going out for a day"
The impression of mass consumers on IKEA is not only a place to meet the needs of decoration and purchase household items, but also a "weekend travel plan". In 20 13, the BBC even sent a report, "Is IKEA China a store or a theme park? 》。 In fact, it's not just China that regards IKEA as a paradise. Anders Dahlvig, a former CEO of IKEA, revealed in this book "This is IKEA": The key point is that IKEA has been able to establish a distinctive, unique and distinctive brand image and differentiate itself from other furniture retailers, and IKEA has consciously created a "one-day shopping experience" for consumers.
In the maze of IKEA stores, it is said that it takes only 15 minutes to walk quickly, and it takes 1 half an hour for a normal shopping mall tour. In addition, Ingvar Kamprad Ingvar Kamprad, the founder of IKEA, is convinced that "you can never talk business with a hungry person". Therefore, IKEA restaurant came into being, which is responsible for providing consumers with places to rest and eat, prolonging customers' stay and improving their satisfaction. If we think rationally from a commercial point of view, it may be safer to outsource what we are not good at "let professionals do professional things". But IKEA just wants to "spoil the situation" by itself and do cross-border catering.
At the same time, the advantage is that the store and the restaurant can be highly integrated, so that the IKEA concept can be brought into full play: fresh and concise space layout, tables and chairs that meet different types of customers (such as children's island for families with children, high stool for customers who come alone, table for two for couples, sofa leisure area for guests who need to relax and rest, etc.), and delicious and inexpensive Nordic food … create a "slow down" atmosphere.
After consumers slow down, they may spend more time in IKEA stores. I have to say that IKEA's marketing strategy of retaining customers is very clever.
In the eyes of consumers, IKEA stores and IKEA restaurants are integrated, not separated from each other. Together with IKEA stores, IKEA restaurants attract ordinary consumers to experience with the same comfortable experience and aesthetic temptation.
The restaurant loses money and the home gains.
Let consumers form a low-cost impression of IKEA
The main purpose of IKEA to provide cheap fast food is to strengthen the brand image of IKEA brand, so that customers can transfer this enhanced impression from IKEA's cheap food to the furniture sold by IKEA. Obviously, adopting this strategy means that IKEA needs to sell food at a loss. Customers don't know the cost of a sofa at all, only to see that it is priced at $599. Is this price really affordable? Since customers have never bought a sofa before, there is no way to judge the price. However, at IKEA, you can fill your stomach for only $3.99. Customers certainly know that eating a meal in another place is much more expensive than IKEA.
Why does IKEA sell ice cream for/kloc-0 yuan and hot dogs for a few dollars? This is why IKEA deliberately makes customers realize the low price of food in IKEA restaurants, because customers can recognize these foods that can be found everywhere in their daily lives at a glance.
IKEA's strategy is to provide the cheapest food within 30 kilometers of Fiona Fang, even if it means losing money in the catering sector. Through cheap food, IKEA has continuously strengthened its brand image in the hearts of consumers. Although they lost a little money in food, they were able to sell furniture to customers at the price of 1000 USD. As for some people who go to IKEA just to eat cheap food without buying any furniture, to be honest, IKEA doesn't care at all. Ikea may be happy to see you stroll around the store, eat and leave empty-handed.
Why? Because customers will buy furniture and household items one day. This is actually a question of actual consumption and expected consumption in the future. Because customers are used to coming to IKEA to consume cheap food, naturally, when customers have the need to buy furniture, they will tend to spend it at IKEA. After all, this is a place that customers are familiar with, and they have a positive impression of it, and it is also convenient to shop. Because the prices of furniture and food are far from each other, as long as IKEA can increase its furniture sales, it can completely make up for its loss of providing cheap food.
"Explosive food" manufacturing machine,
Constantly introduce localized menus
According to the statistics of IKEA, 30% customers go to IKEA just to "eat".
At first, IKEA restaurant was famous for its Swedish food, and it also made "Swedish meatballs+jam" a masterpiece of Swedish cuisine.
Gradually, in addition to selling unique Swedish food, IKEA restaurants are constantly introducing localized menus.
The president stripped official website of 28 IKEA stores in China, and finally understood why there are so many "IKEA Food Raiders" circulating on the Internet, because IKEA restaurants have many "hidden menus" besides classic Swedish dishes, such as:
Guangdong morning tea can be tasted at IKEA restaurant in Shenzhen.
Ikea in Guangzhou has fish-flavored shredded pork rice and curry beef brisket rice.
Ikea in Chengdu can eat "Chengdu skewers"
You can eat spicy/thirteen-fragrant crayfish at IKEA in Jinan.
Chongqing IKEA has Chongqing Noodles, and there are many common Chinese dishes such as kung pao chicken, grilled with bamboo and three fresh dishes in Beijing, Dalian and Shanghai.
These foods, which are easy to eat in local restaurants, have been put on the aura of IKEA and have been discussed in an instant. "Nordic style meets Chinese food, what is the smell?" This question is like a hook to attract consumers to punch in.
On the other hand, IKEA's "explosive machine" is not a hollow reputation. Apart from doing things on the localized menu, it has also launched many ice creams with its own "online celebrity attribute", which has captured the hearts of many girls.
Home furnishing megastore+catering one-stop ecology
Meet customers' shopping needs.
In 20 16, the number of customers received by IKEA in the world was 9.1500 million, of which 650 million were catered by IKEA, which means that about 70% of customers will eat at IKEA, which is amazing.
This is also related to IKEA's store location strategy, because most IKEA stores choose their addresses in suburbs far from the city center. In this case, the choice of catering is extremely limited, and dining at IKEA is a customer's due demand.
Let's take a look at the situation of IKEA in China. Last year, 28 stores received 98.3 million visitors, close to 100 million people. If the number of diners was around 70%, the consumer base would be large enough.
Such a huge passenger flow has a natural advantage for IKEA to make food and beverage takeout.
In other words, when IKEA sells furniture, it opens a restaurant to receive customers who need to eat after visiting furniture.
Ikea restaurant not only contributes a certain proportion of turnover and profits to IKEA, but more importantly, it enhances the overall attraction and popularity index of IKEA as a business form itself, and increases the customer's detention time, which is benefit for business forms.
Paris pilot takeout
In recent years, IKEA has been under a lot of pressure. Since kamprad left office in 20 1 1, the growth rate of IKEA's operating income has been fluctuating, and its net profit has been declining for two consecutive years in 20 17 and 20 18. Although China is still the fastest growing region of IKEA's operating income, the growth rate has slowed down for three consecutive years, and fell below 10% in 20 18 years.
On the one hand, IKEA is facing "the biggest strategic transformation in the company's history", accelerating the industrial internetization and promoting the online retail layout; On the other hand, the amazing growth of IKEA food business has made IKEA leaders see unlimited business opportunities. In order to turn this possible new growth engine into an established fact, IKEA decided to enter the take-away market.
It is reported that IKEA has been testing the food delivery service in the Champs Elysé es in Paris, delivering Swedish food including fresh salad, steak, salmon and cabbage. This shop opened not long ago, and it is a two-story building covering an area of more than 5,000 square meters.
"Food is an important part of the shopping experience," said Gerry frayn, the head of IKEA's food service department, who is still in the early testing stage and can't disclose the details of food distribution too much. If the public beta effect is good in the future, the possibility of extending the service to other markets will not be ruled out.
In fact, this is not the first time IKEA has set foot in delivery services. At the end of 20 18, IKEA cooperated with Uber in the UK to provide delivery service of Swedish meatballs within five days, so as to clarify the Swedish tradition commonly known as "Fredagsmys".
According to Statista's data, the global online take-out market is currently worth 95 billion US dollars, and it is expected to grow at an annual rate of 1 1% by 2023. The take-away market in Asia is about $53 billion, accounting for more than 50% of global demand. Business giants are eyeing this market.
Although Amazon stopped its take-away business, Amazon Restaurants, in the United States, Prime Now continued to provide one-hour delivery service for Whole Foods users. Last month, Amazon also led a new round of financing of US$ 575 million from British take-away company Deliveroo.
Fast Company, a foreign magazine, believes that even if the distribution business can't create huge profits for IKEA, it will help to further seize the consumer psychology, so that consumers will think of IKEA at the first time whether they want to buy furniture or eat, rather than other competitors who only sell home products.
"I firmly believe that IKEA food has potential. I hope that within a few years, our customers will say that IKEA is a good place to eat, and by the way, they also sell furniture. " Michael la Cour, general manager of IKEA Food Service Department, has indicated their intentions to foreign media.
From the beginning, IKEA restaurant assisted the store to create a one-day play experience.
Keeping competitors out, and creating topics to cultivate their own fans, all the way is like fighting monsters and upgrading, from green leaves to C position, from attaching to the store "rubbing heat" to independent consumption scenes, and having their own "die-hard fan".
Perhaps the catering giants didn't realize that IKEA, which used to be "the river doesn't invade the well water", has always hidden its strength.
What's delicious in IKEA? 3 Different areas of IKEA restaurants have different business hours. For example, the IKEA restaurant in Siyuanqiao Shopping Mall in Beijing is open from 10 in the morning to 2 1 0 in the evening. The IKEA restaurant in Fuzhou Shopping Mall is open from 9: 00 am to 2 1 30 pm.
In addition, according to the information published on the official website of IKEA store, other IKEA restaurants such as Chongqing store are open from 9: 00 am to 20: 30 pm (Monday to Friday); On Saturday and Sunday, the restaurant is open from 9: 00 am to 2 1 pm in the evening.
These online celebrity cuisines from IKEA!
Swedish meatballs with mashed potatoes
Because IKEA is a household brand from Sweden, Swedish traditional food-Swedish meatballs-has also become a signboard in restaurants. The meatballs are slightly chewed and there is gravy, mashed potatoes with blueberry sauce, which tastes soft and slightly sweet ~
Fish-flavored shredded pork rice
No matter what age, customers can choose their favorite dishes. As the essence of Chinese food, fish-flavored shredded pork is also served on the table. If you bring the elderly at home, you won't have any difficulty in choosing.
Spaghetti with meat sauce
Skimming the signature Swedish meatballs, this spaghetti is the staple food in my heart, NO.2! A spoonful of meat sauce is poured on the noodles, and basically every noodle can be wrapped in sauce, and the amount is large enough to eat!
Vanilla salmon
Salmon is also the main promotion of IKEA, and it can be combined with various dishes at will, such as cooked salmon, vanilla salmon, smoked salmon, salmon sandwich, salmon salad ...
Potato cake
This is the favorite snack at IKEA! None of them! The potato cake is crispy outside, fragrant and soft inside, but it is easy to get tired of eating. Generally, I will be full after eating one, but I want to eat this again next time ...
Spicy roast chicken wings
After ordering the staple food, a snack is perfect. The whole chicken wings taste crisp and rotten, and the taste of roast chicken wings is generally not wrong.
Corn shrimp steak
You can eat shrimps in one bite. There are really complete shrimps. With the crispness of the skin, the taste is ok.
Cinnamon bun
This is a online celebrity product of IKEA, but it's a little hard to eat. The bread is hard and has no toughness. It breaks in your mouth and you don't like it very much. .
Chocolate mousse cake
The outer layer is chocolate. Although it is Mu Si, it also has a sponge cake layer in it, so it won't be too greasy and tastes richer. I think people who like chocolate can't resist it.
Tiramisu
In one bite, the first is the rich taste of cocoa powder, and then the light sweetness of the cake, which is the first choice for dessert.
Ikea cone
Delicious, just one word! I'm going to say it ten thousand times! Every time I come to IKEA, whether I am hungry or not, I will buy one!