IKEA’s Meatball Milestone

IKEA U.S. turns 40 this year.

The furniture retailer is celebrating with a broad campaign, including 40 weeks of deals, donations and in-store celebrations.  

But another iconic part of the IKEA experience is also celebrating 40 years — the meatballs.

Those meatballs are vital to countless IKEA trips, giving customers the energy and stamina they need to shop the massive stores.

“You can sell more sofa beds to relaxed customers with full stomachs,” IKEA’s Mats Agmén said.

Decades ago, IKEA founder Ingvar Kamprad worried that customers were getting hungry and leaving stores to find food.  

A team at IKEA set about revamping the restaurants and menu items. Meatballs fit the bill. They froze well and were popular across cultures while also being associated with Sweden.

More Satisfied Shoppers

IKEA’s restaurants and the meatballs served there are central to the IKEA experience – and sales strategy.

The restaurants give shoppers a chance to recharge and talk through decorating and furniture needs – and hopefully buy more.

That’s why the restaurants are often located near the center of the store. IKEA wants shoppers to eat during their trip – not at the beginning or end.

IKEA has evolved its meatball offering to include chicken, salmon and plant-based options. It even released the recipe so fans could make them at home during the COVID-19 pandemic.

As IKEA’s own promo video for the meatball says: “It’s convenient, it’s Swedish and pretty much for everybody.”