Ikea targets veggie lovers with meatless meatballs
Food has always been an important part of the shopping experience at Ikea, and the retailer is doubling down on that strategy by unveiling a new menu.
Ikea announced it will be adding more nutritious and sustainable food options to its restaurants, bistros near the checkout, Swedish food markets and co-worker restaurants. The new food strategy highlights how important food is to the chain.
“We will continue to serve delicious food, offering a taste of Sweden at affordable prices, but with increasing focus on the aspects of food that are really important to people: health and sustainability,” said Michael La Cour, managing director of IKEA Food Services AB. “We have high ambitions, and our journey in this direction has just begun. I am proud that we now take the first step and start serving veggie balls.”
Ikea says the menu additions, including the new veggie ball, GRÖNSAKSBULLAR, consists of only vegetables and has a reduced environmental impact. In addition, IKEA restaurants will be updated to improve the customer experience of IKEA food. The IKEA Swedish Food Market will sell veggie and chicken balls starting June 30.
Ikea said it new food strategy impacts these areas:
Health - Ikea will provide more food options that include nutritious ingredients and consider portion sizes.
Sustainability – Increased focus on choice of ingredients and responsible production, including animal welfare. Salmon and herring are important parts of our Swedish heritage food. By the end of fiscal 2015, restaurants and all seafood at Ikea will be ASC or MSC certified, except crayfish. We are currently working with the MSC organisation to certify crayfish fisheries.
The food experience – During fiscal 2016, IKEA restaurants will be updated to offer a more personal experience and "homey" feeling, incorporating our home furnishing competence and Swedish heritage.
IKEA food co-workers – Ikea co-workers are at the heart of the new direction, and Ikea will continuously build their knowledge around health and sustainability.
There are currently 315 IKEA Group stores in 27 countries. Additionally, there are 40 IKEA stores run by franchises. There are 40 IKEA stores in the US. In FY 14, IKEA Group had 716 million visitors to the stores and 1.5 billion visitors to IKEA.com.