Mixing Furniture And Food Into A Bumper Retailing Proposition
foodService India|March/April 2017

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.

Ritusmita Biswas
Mixing Furniture And Food Into A Bumper Retailing Proposition

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.

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FOODSERVICE INDIA DERGISINDEN DAHA FAZLA HIKAYETümünü görüntüle
foodService India

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Thinking out of the box
foodService India

Thinking out of the box

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Zomato acquires UberEats India for approx Rs. 2,500 crore
foodService India

Zomato acquires UberEats India for approx Rs. 2,500 crore

Zomato has acquired Uber’s Food Delivery Business in India in an all-stock deal. Uber will have 9.99 percent stake in the Deepinder Goyalled food delivery platform.

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2 dak  |
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Millennials are looking for food that goes back to the roots
foodService India

Millennials are looking for food that goes back to the roots

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Survey reveals that breakfast is not a favourite cooking moment for Indian moms
foodService India

Survey reveals that breakfast is not a favourite cooking moment for Indian moms

If making breakfast is an art, more often than not, the mother in the family happens to be the artist. It is regularly pegged as the most important meal of the day. But in the madness of rushed mornings, is it even possible for the artist to give it its due? To gain deeper insights into it, V-Guard, country’s leading electrical appliance brand partnered with Momspresso. com, India’s largest user-generated content platform that allows women to express themselves through different formats including text, audio and video across ten languages, to conduct a nationwide survey with 500 Indian moms.

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Burger Singh to open 66 franchise outlets in the next 2 years
foodService India

Burger Singh to open 66 franchise outlets in the next 2 years

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Éminences grises of foodservice industry ring down the curtain on India Food Forum 2020
foodService India

Éminences grises of foodservice industry ring down the curtain on India Food Forum 2020

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“People look for quirky things and innovative concepts in summers”
foodService India

“People look for quirky things and innovative concepts in summers”

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A bar that does not burn a hole in your pocket
foodService India

A bar that does not burn a hole in your pocket

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A childhood passion becomes a profession
foodService India

A childhood passion becomes a profession

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5 dak  |
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