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Why Does Ikea Sell Food in their Stores?

Do you know Ikea sells more than 1 billion Swedish meatballs globally each year? Ikea’s founder, Ingvar Kamprad, believed customers should not go hungry. He believed if people are hungry while shopping, they will most likely get distracted by hunger and focus less on shopping.

Reed Tan Digital Marketing Lead Generation Singapore Website Design Social Media Marketing Branding

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Reed Tan

Chief Strategist

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March 4, 2022

Do you know Ikea sells more than 1 billion Swedish meatballs globally each year?

The figures were astonishing, especially coming from a furniture store.

However, why would a furniture business sell food at all?

Understanding Consumers’ Needs

Ikea’s founder, Ingvar Kamprad, believed consumers should never go hungry especially when they are shopping.

He believed that if consumers are hungry while shopping, they will most likely get distracted by hunger, spending less on their products.

On the other hand, if consumers are full and satisfied while shopping, they are more likely to stay longer and buy more products.

Design Thinking

In addition, Ikea is known to offer cheap and delicious meals at almost zero profit.

By selling unrealistic low prices on food items such as hotdogs and soda, Ikea subconsciously creates an impression on consumers that their furniture products are as affordable as their food items.

By using low food prices to reinforce Ikea’s brand values i.e to offer affordable furniture to the masses, Ikea manages to sell billions of dollars in furniture products while making insignificant losses in the food department.

Fun Shopping Experience

Lastly, it makes visiting Ikea a fun experience for people who are bored by furnishings.

Similar to how supermarkets use marketing psychology to make consumers to spend more, Ikea designed shopping experiences that make their customers happy.

What do you think? What do you like about Ikea? Share with us in the comment section below.

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