IKEA’s Pop-Up Dinning Club Restaurant

Ikea may too many seem like a place that you get stuff in a box or end up getting something and putting it together like a box but IKEA does a lot more including thinking outside the box. Specifically Ikea thinks about food, fresh food, Ready-2-Eat and Heat-N-Eat food.

It may have all started with Swedish meatballs and beef stroganoff, however Ikea is now moving into  the pop-up restaurant game.  This Swiss furnishings retailer is planning to open a “pop-up, do-it-yourself restaurant at its Shoreditch store in London from Saturday, Sept. 10 to Sunday, Sept. 25. The concept, known as The Dining Club, will allow “kitchen novices, wannabe-cooks and fine-diners alike” the opportunity to build and cook their own meals for themselves and other members of their group”, according to IKEA’s press release.

The Dining Club is planned to be a consumer interactive participatory event it will feature trained chefs supervising the customers’ preparation of meals, which include Swedish-themed breakfast, lunch and dinner offerings. Those who want to partake in The Dining Club can prepare meals for up to 20 people at a time.

The IKEA release said that there will be only 38 sessions of The Dining Club offered over that two-week period, and those who want to take part must register on IKEA’s website for parties of 7–19 guests (along with the chef). Those who are selected to take part will be notified directly by IKEA.

In addition to the culinary courses, The Dining Club will also be running a series of “inspiring workshops” featuring speakers discussing a range of topics, including everything from establishing a “green” kitchen to preparing one ingredient four different ways.

IKEA said its IKEA café will also remain open inside its Shoreditch store for normal 10 a.m.–10 p.m. hours while the pop-up shop is also going on. So don’t forget to eat something at the store even if you go just to watch remember there is Salmon, Meatballs, Salad and much, much, more.

Are you trapped doing what you have always done and doing it the same way? IKEA is not.  Interested in learning how Foodservice Solutions® FIVE P’s of Food Marketing can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation and individualization?  Email us at: Steve@FoodserviceSolutions.us or visit:  www.FoodserviceSolutions.us for more information. 

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