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Restaurant Critic & Food Blogger
IKEA Furnishing Success!
I always wondered why IKEA was so successful in America. Other retail store chains have been a mainstay in American for hundreds of years. They did well in the beginning offered dining to their customers but by the early 70's the dining experience was over? Management has to ask themselves some hard questions why?
Going shopping can be a great experience and when customers are greeted with a great meal, they tend to shop longer and not concerned they are hungry which may stand in the way of shopping.
Then in the decades later, sales decline, technology came into place with on line shopping, a new generation of customers wanting different things than the previous generations, so stores closed, people were laid off. That was the best way for management to take corrective action, claim bankruptcy.
Well, it seems that IKEA realized the resource of feeding potential customers delicious meals. My family enjoyed a great lunch, our shopping experience was energetic, harmonious, my daughter was actually happy and pleasant. Having a full stomach with delicious appetizing foods at a great price is key.
Why when you enter IKEA, the dining area is the first thing you see and enjoy the food aroma? The dining area was packed. People talk, everyone wants to try a retail establishment that has delicious food. The goal is to increase customer traffic into IKEA and I can say that IKEA accomplished that objective. Not only does the great dining experience greet you when you come in, they have the same items for sale when your checking out along with other goodies. Maybe they calculated the time it would take to browse around their store and just maybe at checkout you have a small appetite, The overall result is increased sales revenue, increase customer traffic into the store and offer a satisfied customer experience.
Maybe the long standing retail stores can do the same. Maybe they might see a reversal of showing profit, increased traffic and delicious food for potential shoppers who might just stay around browsing their stores longer.
IKEA DID IT. Congratulations to them. The formula works, the strategic planning not only surveys what customers want in furnishing styles but I bet they did some studies about the human reaction to stimulus.
In addition, the dining area is simple and basic in design, stress free, non cluttered. Colors are neutral and most important, instead of written menu display, big photos of each dish offered in bright colors with a beautiful white background with their reasonable prices shown.
Most importantly, clean, staff wears hair nets and beard nets, hygiene is priority 1.
By Chef Woo Can at www.chefwoocan.com