The Krogen Restaurant Will Serve Budget-Friendly Meals
Katherine Pendrill — May 13, 2016 — Marketing
References: eater
While IKEA is already famous for the meatballs it serves in its gigantic furniture stores, now it is launching a pop-up restaurant called Krogen that will treat diners to more of its delicious fare.
Krogan is a pop-up diner slatted to open in Paris' swanky Le Marais neighborhood this summer. Staying true to IKEAs manta of budget-friendly products, the restaurant will challenge amateur chefs to prepare inexpensive meals for diners. The three-course meals will incorporate many popular items from the IKEA cafeteria and the entire experience will only cost $11.40 per customers. After the pop-up wraps up on June 25th, all of the proceeds will be donated to the French Popular Relief charity.
While it may seem like an unusual marketing move for IKEA to venture into the world of upscale dinning, this is not the first time the Swedish retailer has done so. The company actually opened up a temporary bed and breakfast cafe in London last summer to the delight of UK customers.
Krogan is a pop-up diner slatted to open in Paris' swanky Le Marais neighborhood this summer. Staying true to IKEAs manta of budget-friendly products, the restaurant will challenge amateur chefs to prepare inexpensive meals for diners. The three-course meals will incorporate many popular items from the IKEA cafeteria and the entire experience will only cost $11.40 per customers. After the pop-up wraps up on June 25th, all of the proceeds will be donated to the French Popular Relief charity.
While it may seem like an unusual marketing move for IKEA to venture into the world of upscale dinning, this is not the first time the Swedish retailer has done so. The company actually opened up a temporary bed and breakfast cafe in London last summer to the delight of UK customers.
Trend Themes
1. Pop-up Restaurants - Creating budget-friendly pop-up restaurants in unique locations can provide an opportunity for brand exposure and experimentation.
2. Amateur Chefs - Engaging amateur chefs in the culinary process can foster creativity and innovation while offering a unique dining experience.
3. Charity Partnerships - Collaborating with charities to donate proceeds from a pop-up restaurant can enhance brand reputation and social impact.
Industry Implications
1. Furniture Retail - Furniture retailers can explore the potential of integrating food experiences within their stores to attract and engage customers.
2. Hospitality - The hospitality industry can leverage pop-up restaurants as a way to create buzz, test new concepts, and attract a wider audience.
3. Consumer Goods - Consumer goods companies can partner with restaurants to showcase their products or offer unique experiences to consumers.
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