Henrik Österström, Country Food Head, IKEA India, spoke at the India Food Forum, on Food being a key component of the Swedish furniture maker’s retailing strategy and the reason why it also operates restaurants serving great food in nearly every location that it is present in. “Food is a big part of the IKEA brand and the idea. Shoppers aren’t happy when they have an empty stomach. So the food business is very important because it’s a driver to our stores. It’s about the whole experiences,” said Österström. An edited version of his address at the Forum.
IKEA aims to create a better everyday life for the people. It is with this vision that we created our home furnishing business idea, which is to offer a wide range of well designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them. But then you ask yourself why I want to talk about food, and why are we talking about food at all? The reason for our association with food goes back quite some time. As far back as in 1959, when we opened the first store in a small village in south Sweden, our founder Ingvar Kamprad had said: “It is difficult to do business with hungry customers.” His observation is valid even today when we have huge showrooms in various markets across the world. Back at that time, our founder realized that people used to leave the store after shopping for some time. They did not come back because they went out to have something to eat. So the idea was born that we need to have our own restaurant to keep the people in the store and to give them something nice to eat.
この記事は foodService India の March/April 2017 版に掲載されています。
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この記事は foodService India の March/April 2017 版に掲載されています。
7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、9,000 以上の雑誌や新聞にアクセスしてください。
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