IKEA experiments with Pop Ups

While most of us think “furniture” when we think of IKEA, the brand also attracts a good deal of excitement for its food.

Currently, food makes up about 5 percent of IKEA’s overall revenue, and the company has recently taken a creative approach to driving sales, setting up pop-up cafes in London. The restaurant serves up some of what one might expect — Scandinavian food and produce (though no meatballs) — with some upgraded twists, like offering breakfast in bed or classes to teach the British to cook meals free.

Its an exciting way for the brand to test a new market place while generating a buzz around its products and brand message.

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