{"id":2930,"date":"2016-09-08T03:00:06","date_gmt":"2016-09-08T03:00:06","guid":{"rendered":"http:\/\/www.thebrandingjournal.com\/?p=2930"},"modified":"2017-10-09T12:39:35","modified_gmt":"2017-10-09T12:39:35","slug":"ikea-restaurant-cook-own-food","status":"publish","type":"post","link":"https:\/\/www.thebrandingjournal.com\/2016\/09\/ikea-restaurant-cook-own-food\/","title":{"rendered":"Ikea Takes Self-serve To A Whole New Level, As It Opens A Restaurant Where Diners Cook Their Own Food"},"content":{"rendered":"

Ikea is set to open its doors to the pop-up dining club on September 10, in London\u2019s Shoreditch for 13 days only.\u00a0 The biggest catch?\u00a0 Diners will cook their own food.<\/strong><\/em><\/p>\n

Swedish, DIY retailer Ikea is renowned for its flat pack system.\u00a0 Encouraging its customers to \u201cdo it yourself\u201d keeping costs low and providing simple solutions to living.\u00a0 Now, with a new promotional campaign, they take this theory one step further with a DIY pop-up Diner.<\/p>\n

1) Ikea – The Restaurant<\/h1>\n

Designed in-house, the restaurant also features a shop selling Ikea\u2019s kitchen products as well as a showroom for customers to browse around.\u00a0 To be honest everything about the pop-up diner and the showroom, screams Ikea thinking.\u00a0 Happy New Year Wishes<\/a> Yes it is something new but as soon as we put Ikea to it, it almost becomes acceptable and part of the shopping experience, to have a \u201ccook your own food\u201d restaurant.<\/p>\n

It is this that shows the strength of their brand.\u00a0 To be able to show that they can try something new but for it to still fit with the Ikea persona.<\/p>\n

\"ikea_restaurant_campaign_the_branding_journal_3\"<\/p>\n

2) Not completely alone<\/h1>\n

Of course, for hygiene and health and safety reasons, diners will not be completely alone in their cooking experience.\u00a0 They will be under the instruction of a head chef, who will guide them through the menu. \u00a0Featuring of course some Scandinavian classics.\u00a0 As well a talented chef, they\u2019ll also be given waiters and a pot washer!<\/p>\n

The experience will also include Food for Thought masterclasses presented by Guest chefs.\u00a0 Such as Instagram\u2019s food blogging star Pixie Turner.\u00a0 As well as the 2010 Great British Bake Off winner Edd Kimber.\u00a0 Providing diners with information on \u201cSwedish baking\u201d, \u201cthe future of food\u201d and \u201cclean eating\u201d.<\/p>\n

As well as being free, diners will be sitting down to eat their delicious creations with 20 of their friends.<\/p>\n

\"ikea_restaurant_campaign_the_branding_journal_2\"<\/a><\/p>\n

3) Rationale<\/h1>\n

Ikea has a great story behind the campaign.\u00a0 They were inspired by their understanding that people in the UK are spending less time cooking and eating together.\u00a0paradise pro<\/a> So they want to show and also encourage how diners can get together. \u00a0To \u201cmimic an actual dinner party, but one where diners can host more guests than usual\u201d says Ikea.<\/p>\n

Diners will also have the restaurant temporarily named after them.\u00a0 Again in a bid to make it feel like home.\u00a0 All inclusive, all encompassing.<\/p>\n

4) Great sales tool<\/h1>\n

For Ikea this is a great way to extend their brand as well as feature them positively in the UK consumers\u2019 minds.\u00a0 They\u2019ve acknowledged the problem (people not cooking or eating together as often) and they are providing the solution (for free!)<\/p>\n

Not only will this boost their name and visitors to their stores but setting up the homeware shop, selling Ikea kitchen products such as the units, fixtures and fittings etc. will help to boost sales.<\/p>\n

It\u2019s almost a gentle reminder too.\u00a0 Reminding people about Ikea and just what they have to offer.\u00a0 Keeping their products fresh in your mind.<\/p>\n

It\u2019s also bringing the brand (or an element of it) to life.\u00a0 Showing what their products are capable of, what they can help you to achieve and hence, you need Ikea and their products in your life.<\/p>\n

\"ikea_restaurant_campaign_the_branding_journal_4\"<\/a><\/p>\n

5) \u201cEverything is possible if you think in Opportunities\u201d<\/h1>\n

What Ikea have achieved is to raise awareness of people\u2019s feelings in the UK about finding more time.\u00a0 They\u2019ve also shown how to stand by your brand and still provide the opportunity for it to grow.\u00a0 The pop-up diner is an excellent way for them to achieve both of these goals and also strengthen their slogan named above.<\/p>\n

Ikea in the same sense can also gain vital feedback and information as to whether something like this does and would actually work.\u00a0 Of course they have been unable to confirm if the Dining Club will be rolled out across more of its stores or even made permanent.<\/p>\n

But one things for sure, it certainly has everyone talking about it and wanting to pick up bits and pieces for their own kitchen!<\/p>\n

References: \u00a0<\/strong>Design Week<\/a>,\u00a0<\/em>Daily Mail
\n<\/a><\/em>Pictures from: \u00a0<\/em><\/strong>DesignWeek.co.uk,\u00a0<\/em>E! Online,\u00a0<\/em>Ikea<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"Ikea is set to open its doors to the pop-up dining club on September 10, in London\u2019s Shoreditch…\n","protected":false},"author":15,"featured_media":2978,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"Ikea is set to open its doors to the pop-up dining club on September 10, in London\u2019s Shoreditch for 13 days only. The biggest catch? Diners will cook their own food.","_seopress_robots_index":"","om_disable_all_campaigns":false,"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","footnotes":""},"categories":[424,4],"tags":[13,45,605,652,139,140],"ppma_author":[757],"class_list":{"0":"post-2930","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-brand-experience","8":"category-news","9":"tag-branding","10":"tag-campaign","11":"tag-europe","12":"tag-ikea","13":"tag-london","14":"tag-uk","15":"cs-entry","16":"cs-video-wrap"},"taxonomy_info":{"category":[{"value":424,"label":"Brand Experience"},{"value":4,"label":"News"}],"post_tag":[{"value":13,"label":"branding"},{"value":45,"label":"campaign"},{"value":605,"label":"Europe"},{"value":652,"label":"Ikea"},{"value":139,"label":"london"},{"value":140,"label":"uk"}]},"featured_image_src_large":["https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/09\/ikea_restaurant_campaign_the_branding_journal_1.jpg",768,543,false],"author_info":{"display_name":"Amanda Wright","author_link":"https:\/\/www.thebrandingjournal.com\/author\/amanda-w\/"},"comment_info":5,"category_info":[{"term_id":424,"name":"Brand Experience","slug":"brand-experience","term_group":0,"term_taxonomy_id":424,"taxonomy":"category","description":"","parent":726,"count":19,"filter":"raw","cat_ID":424,"category_count":19,"category_description":"","cat_name":"Brand Experience","category_nicename":"brand-experience","category_parent":726},{"term_id":4,"name":"News","slug":"news","term_group":0,"term_taxonomy_id":4,"taxonomy":"category","description":"","parent":0,"count":95,"filter":"raw","cat_ID":4,"category_count":95,"category_description":"","cat_name":"News","category_nicename":"news","category_parent":0}],"tag_info":[{"term_id":13,"name":"branding","slug":"branding","term_group":0,"term_taxonomy_id":13,"taxonomy":"post_tag","description":"","parent":0,"count":68,"filter":"raw"},{"term_id":45,"name":"campaign","slug":"campaign","term_group":0,"term_taxonomy_id":45,"taxonomy":"post_tag","description":"","parent":0,"count":19,"filter":"raw"},{"term_id":605,"name":"Europe","slug":"europe","term_group":0,"term_taxonomy_id":605,"taxonomy":"post_tag","description":"","parent":0,"count":5,"filter":"raw"},{"term_id":652,"name":"Ikea","slug":"ikea","term_group":0,"term_taxonomy_id":652,"taxonomy":"post_tag","description":"","parent":0,"count":1,"filter":"raw"},{"term_id":139,"name":"london","slug":"london","term_group":0,"term_taxonomy_id":139,"taxonomy":"post_tag","description":"","parent":0,"count":5,"filter":"raw"},{"term_id":140,"name":"uk","slug":"uk","term_group":0,"term_taxonomy_id":140,"taxonomy":"post_tag","description":"","parent":0,"count":8,"filter":"raw"}],"authors":[{"term_id":757,"user_id":15,"is_guest":0,"slug":"amanda-w","display_name":"Amanda Wright","avatar_url":"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2019\/10\/Amanda-W.jpg","0":null,"1":"","2":"","3":"","4":"","5":"","6":"","7":"","8":""}],"_links":{"self":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts\/2930","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/comments?post=2930"}],"version-history":[{"count":9,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts\/2930\/revisions"}],"predecessor-version":[{"id":3552,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts\/2930\/revisions\/3552"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/media\/2978"}],"wp:attachment":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/media?parent=2930"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/categories?post=2930"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/tags?post=2930"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/ppma_author?post=2930"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}