124: IKEA Seizes Opportunity With Veggie Balls, More Food Items To Compete for Customers

Veggie balls at IKEA are a hot topic, so much so that the global retailer is putting more attention on its food menus to attract a growing market of folks who just come to IKEA to dine. Have you ever been to an IKEA, smack in the middle of nowhere to accommodate the massive warehouse and shopping experience people love to see and visit? Truly, it's not easy getting there, nor is it easy getting to the front doors depending on where you have to park. Imagine traipsing to IKEA just for dinner?! Well, that's what IKEA leadership began to see in the numbers of dinners served -- 650 million in one year, which caused the light bulb to turn on brightly. IKEA has been revamping the dining experience for customers to capitalize on people who enjoy the food, like the modular dining, and want to dink around in the retail side of things and then feed the kids. How is this a marketing story? You'll need to listen in to The Heart of Marketing and find out! And, while you're at it, you might tune in to episode 30-someting when we covered IKEA when it launched its brand new veggie ball story! We are John Gregory Olson and Jayme Soulati, co-hosts of The Heart of Marketing.