Serving food is an IKEA tradition. How extensive the foodservice is depends on available floor space, says Kevin Ward, area foodservice manager for Eastern North America. Critical to IKEA's foodservice success is how well the food choices mirror the company's Swedish heritage and philosophy of quality and value. The menu features 10 items, including a variety of open-face sandwiches, meatballs, a hot dish such as pasta or soup, and sweets such as cinnamon buns and cookies. Corporate cooks prepare the food in-house.
Food is served as a convenience.
It increases dwell time,'' says Ward. When people shop for furniture, they're making major decisions about spending money. The type of shopper and agenda also determine if and how the restaurant fits into the retail situation, says Stacy Jamar, managing director, Bank of America Securities in New York. Customers at Neiman Marcus, Macy's or Saks Fifth Avenue are more likely to linger and refresh themselves than a shopper in a home renovating-remodeling store, who finds what he or she needs, pays and gets back to the task at hand. And if the food isn't convenient, the typical time-pressed shopper will often skip eating, she says.