A modern taste of
Sweden
“Together with Claus we want to show that more sustainable food is not only the better choice for the planet but also for your taste buds. We want to explore new ways of engaging with our guests and customers”
— Michael La Cour, Managing Director, IKEA Food
With shared entrepreneurial spirit and the belief that good food can make a positive difference for both people and the planet IKEA and Claus Meyer are teaming up to take food and “a modern taste of Sweden” to the next level within IKEA. The collaboration is true to the IKEA vision of creating a better (and tastier) everyday life for the many people.
True to the IKEA vision of creating a better everyday life for the many, IKEA Food has engaged Claus Meyer and his team to support in creating an inclusive and forward-thinking food experience that looks at the needs of both people and our planet.
CONTEXT
IKEA is so much more than just a giant furniture store. With a turnover of over € 2 billion in their food operations, IKEA is a significant food service operator in the world. Scale and success come with both responsibilities and opportunities.
IKEA a global company with a vision “to create a better everyday life for the many people”. We were asked to help this great institution ensure their food business to be as fit for tomorrow as it was when Ingwar Kamprad installed his first cafeteria in 1961.
CHALLENGE
How can “Food” better help IKEA drive visitors to its stores, communicate the IKEA brand and generate healthy returns, particularly as IKEA develops inner-city stores and expands into low-income regions across the globe?
How can a global family restaurant rooted in Småland, Sweden leverage the universal values embedded in the New Nordic Cuisine to benefit the communities in which they operate and to become a purpose driven food operation?
OUTPUT
We attacked the challenge from multiple angles, and over the initial two-year period of the collaboration we have:
Aligned all stakeholders on a vision about the potential role and importance of Food within IKEA
Carved out the key “battlegrounds” for IKEA Food
Formulated concrete business strategies for a handful of restaurant and hospitality concepts
Developed prototype menus and dishes to form the backbone of new restaurant concepts
Joined a newly formed Business Advisory Council to oversee the company-wide food strategy
Announced an official partnership between IKEA and Claus Meyer
