The IKEA Dining Club will open on 10 September in Shoreditch, London, and is described as a “DIY restaurant where the diners run the diner, becoming the star chefs of their very own restaurant for up to 20 friends”.
Running until 25 September, guests will be able to reserve tables at the restaurant and cook under the supervision of a head chef. In addition to a DIY restaurant, the space will also feature an IKEA café serving Swedish delicacies, a space for workshops and a virtual reality kitchen and shop.
"Diners will orchestrate an intimate foodie experience in a homely kitchen environment to mimic an actual dinner party, but one where diners can host many more guests than usual".
The Benefits of Cooking Together
- Form and reinforce bonds.
Teach vocabulary and concepts.
Teach problem solving – converting recipes, substitutes if you’re missing ingredients, and flexibility.
Teach planning and organization
Introduce the concept of social responsibility: animal welfare, local produce and economy, and sustainably-sourced ingredients.
Foster teamwork. Assign tasks to help select groceries, set the table, & measure out ingredients.
Develop social skills. It takes a bit more work to converse with friends and the family.
Teach cleanliness and appreciation. Food comes from somewhere, and being involved from shopping to the finished product will help demonstrate that hard work goes into the meal.
Nutrition, cooking with helps teach us how to eat healthy and make informed choices about the food we consume.
Benefits for IKEA
- User testing new items
- Increase sales of internal Ikea products during dinners.
- New Product release feedback
- Forward thinking/creative leaving consumers curious.