According to Ingvar Kampdrad, founder of the Ikea brand, “The best deals are done on a full stomach.” A thesis that has convinced him from the very beginning of the furniture giant to be assembled to insist firmly on having restaurants, bars and food corners where customers can relax, think and fill their stomachs before making a purchase.
Even today, the menu of Ikea restaurants is suspended between local specialties and inescapable Scandinavian dishes, ranging from salmon, even if statistically, to meatballs, now popularly called “Huvudroll,” statistically prominent in gastronomic experiences made at Ikea. It’s been on the list now for more than 30 years, and has been such a hit that one senior Ikea executive missed a phrase Headquarters didn’t like: “We sell more meatballs than Bailey bookstores.”
That’s why, to celebrate 10 years of the “Ikea Family” loyalty program in the US, the Swedish brand decided to celebrate their beloved meatballs by making a candle that smells of spiced meat. “For many, one of the first things that comes to mind when they think of IKEA are meatballs – IKEA creative director Shu Matsuzaki admitted to the New York Post – no other furniture brand that offers food follows it so strongly. So we thought it would be right to create something other than Expected to be loved by our fans.”
The candle is not for sale: the only way to get it is to win a sweepstakes, currently reserved for US customers. The company has yet to say whether the “Ikea Store in a Box” operation will also reach other countries, including Italy, where Huvudroll meatballs appear to have become an integral part of the Ikea experience.
Special scented candles aren’t new to the restaurant world: Years ago I tried Kentucky Fried Chicken with the Gravy Sauce Candle, the scented candle with the most famous sauce, and McDonald’s did the same last year, with 6 scented candles from several specialties.
