In London you can now go to Ikea without wanting to buy furniture. The first Ikea restaurant with fish & chips and English breakfast has opened in Hammersmith.
It used to be the “crazy Swedish furniture store,” but now Ikea is one of the largest food retailers in the world. The Hamburg-Altona branch, opened ten years ago as the first German city store, has today become a neighborhood meeting point: with craft lessons, tables and bingo evenings. Since up to 2,000 hot dogs are sold in the restaurant every day, an additional bistro was opened next to the cash register.
Ikea Hammersmith: Meatballs instead of Kallax
In London, however, the Swedes take a further step forward and open the first Ikea restaurant without furniture. At least without furniture to buy. “The new restaurant is the first that Ikea has opened on a shopping street,” the company wrote in a statement. The location: right on King Street in the Hammersmith neighborhood (not to be confused with the famous Kings Road shopping street in Chelsea).
On 75 seats “a selection of famous Swedish dishes” will be served, some of which correspond to the average of five menus currently available in German restaurants:
- 8 Köttbullar with mashed potatoes, peas, cream sauce and lingonberry jam for 5.50 pounds (6.60 euros)
- 8 vegetable meatballs with mashed potatoes, peas, cream sauce and lingonberry jam for 4.95 pounds (6 euros)
- Pasta for children with tomato sauce, drink and a portion of fruit for 0.95 pounds (1.10 euros)
- Penne with tomato and basil
- Fish and chips (fried haddock with chips) and peas for £6.95 (€8.30)
- Salmon with couscous and yogurt for 6.95 pounds (8.30 euros)
There are also breakfast options – very English:
- Small hot breakfast (six ingredients): bacon, sausage, hash browns, omelette, baked beans and tomato for £2.75 (€3.30)
- Normal cooked breakfast (nine ingredients): 2 strips of bacon, 2 sausages, 2 hash browns, omelette, baked beans and tomato for £3.75 (€4.50)
London will have two new city stores
In Great Britain the furniture giant does not want to expand only through its restaurants. Due to the rise of online retail, mobile collection stations will soon open in 100 Tesco supermarkets. According to Ikea, two new city stores are also planned.
And suddenly there was a yellow block
And then to the “Restaurant zum Elch”
HEY! The first Ikea branch opened in Germany on 17 October 1974. On the yellow block in Eching near Munich it reads: “The impossible furniture store from Sweden”. The curious arrive with their VW Beetles and Opel Rekords. After passing through the furniture shop you can visit the “Restaurant zum Elch”. Now that’s what you call a shopping experience!
It is not yet clear whether such Ikea restaurants will also exist in Germany. Recently, visitor numbers and sales have declined. The Ikea Food assortment is also stagnating, with turnover growing by over 30 percentage points in the previous year. To boost business, Ikea is testing a new service in Hamburg-Altona: The Wolt delivery service delivers a selected assortment directly to your home in a travel time of up to 60 minutes. But the Köttbullar are not there.
Time.news Interview: Savoring Change – The Evolution of Ikea in London
Editor: Welcome to Time.news, where we explore the fascinating intersections of culture, commerce, and community. Today, we have with us Dr. Emily Johnson, culinary expert and cultural anthropologist, to discuss a very exciting development: the opening of Ikea’s first restaurant in Hammersmith, London, that’s focused solely on food rather than furniture. Thank you for joining us, Emily!
Dr. Johnson: Thank you for having me! I’m excited to delve into this culinary phenomenon.
Editor: So, let’s dive right in. Ikea has always been known as a Swedish furniture giant, but it seems they’re shifting gears. What do you think this new restaurant concept represents for Ikea’s brand and its evolution?
Dr. Johnson: Absolutely, it’s a significant shift! Ikea has long been synonymous with budget-friendly furniture and home decor, but their emergence as a food retailer is fascinating. With the new Hammersmith location, they’re embracing the idea of “community dining” rather than merely retail. By establishing a food-centric presence, they’re inviting customers to engage in a social experience—beyond shopping.
Editor: That’s an interesting point. This restaurant not only serves Swedish favorites like Köttbullar but also traditional English fare such as fish & chips and the full English breakfast. How do you see this blending of cuisines influencing the dining experience?
Dr. Johnson: This blend is crucial! It reflects London’s multicultural essence. By incorporating local culinary traditions, Ikea is effectively saying, “We’re not just about Sweden; we’re part of the local culture too.” It’s a brilliant strategy to appeal to a broader audience. Offering familiar dishes like fish & chips alongside their classic meatballs creates a comfort zone for diners, making it more relatable.
Editor: And the pricing seems to be very accessible as well. Do you think affordability plays a role in their strategy?
Dr. Johnson: Definitely! Price points are carefully considered here. Ikea has always prided itself on affordability, and by continuing that trend in their eateries, they enhance foot traffic and encourage more spontaneous visits. Dining out can often feel expensive, but Ikea offers meals that are budget-friendly, which can be especially appealing during tough economic times.
Editor: Right. The Hamburg-Altona branch has transformed into a neighborhood hub, fostering community connections through craft lessons and even bingo nights. Can we expect a similar evolution in Hammersmith?
Dr. Johnson: I wouldn’t be surprised! The Hammersmith restaurant has the potential to become a community gathering spot. If Ikea capitalizes on that, we might see events like community dinners, themed food nights, or workshops that could further engage locals. It’s about creating a space where people feel they belong.
Editor: It’s fascinating to see how a brand can redefine itself. In your opinion, what does this shift from a purely transactional approach to one that values community and social experience mean for the future of retail and dining?
Dr. Johnson: This trend could be a blueprint for the future! As consumers become more experience-focused, brands must adapt by fostering environments where people gather and connect. It’s about creating memorable experiences rather than just transactions. If retail and dining can intertwine in a meaningful way, we could see a new wave of establishments that prioritize community engagement over mere product sales.
Editor: Wise words, indeed. as we look to the future, what advice would you give to other brands considering similar endeavors?
Dr. Johnson: I would encourage them to truly understand their audience and the community around them. Authenticity is key! Collaborating with local chefs, sourcing ingredients from nearby farmers, and embracing cultural influences unique to the area can create a much richer, more engaging experience for patrons.
Editor: Thank you, Dr. Johnson, for sharing your insight into this exciting evolution at Ikea. The intersection of food and community could indeed pave the way for a new dining experience.
Dr. Johnson: Thank you! I look forward to seeing where this journey leads Ikea and other brands in the future.
Editor: And thank you, dear readers, for joining us. Stay tuned for more updates and explorations into the fascinating world of food, culture, and business!