Not only beloved for its homeware, the Swedish furniture giant Ikea is also a hugely popular dining destination, with a recent survey finding that it serves more meals than any other restaurant in Ghent.
The retail juggernaut serves a staggering 400,000 orders each year at its Ghent location – even more astonishing given that one order often caters to multiple diners. In fact, footfall in the Flanders location is enormous: one million customers annually. This means that four in ten who shop at the store also eat there.
But how does an interior design store known for its flat-pack furniture achieve such gastronomic success? Even the most devoted fans of Ikea's köttbullar (meatballs) might hesitate to classify them as gourmet fare, especially when patrons are required to set and clear their own tables.
The key to success is down to a combination of factors, starting with the price point. For just €7.50, diners can indulge in a plate of eight köttbullar, accompanied by peas, lingonberries, cream sauce, and a choice of fries or mashed potatoes. Last month, they even offered mussels and fries at the same budget-friendly price.
Ikea's 'kottbullar' meat balls, a characteristic Swedish delicacy but hugely popular with Belgians as well. Credit: Belga / Philippe François
As retail expert Jorg Snoeck of Retail Detail pointed out recently in Het Laatste Nieuws, Ikea doesn't rely on its restaurant to turn a profit; the primary objective is to keep customers within the sprawling store for as long as possible, hoping they'll fill their shopping carts with as much merchandise as they can take home.
Affordable dining serves as an effective lure in this strategy.
Customers outside the Ghent store. Credit: Belga / Julien Warnand
Another explanation for Ikea's culinary triumph lies in its family-friendly approach. The Ikea kitchen seamlessly integrates with the shopping experience, making it convenient for families. As shopping often leaves parents weary, the opportunity to tick one task off their list by enjoying a meal with their children proves irresistible.
According to Snoeck, this concept of combining shopping with dining isn't entirely new: the department store experience worked on a similar model so that shoppers could indulge in a bit of shopping, snacking, and transforming the outing into a fun-filled day.
Even the humble hot dog stand at Ikea's cash registers plays a significant role in satisfying hungry patrons – the hot dog is as much a symbol of Ikea as the iconic Billy bookcase. And after inevitably spending more on homeware, the nominal cost of €1.50 for a hot dog barely registers with many customers and completes the feel-good experience.
In summary, Ikea's restaurant in Ghent has achieved remarkable success by combining affordability, convenience, and family-friendliness, all while serving as a key component of the retailer's overarching strategy to keep shoppers engaged and satisfied. Ikea's unexpected culinary prowess continues to delight and attract a million visitors each year.
