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  • Admit it: You've pretended to need another BILLY bookcase for the sole purpose of loading up on some Swedish meatballs.

    承認吧!你曾經假裝要去買一個 Billy 書架但其實是為了那一大盤的瑞典肉丸。

  • As it turns out, that was all part of IKEA founder Ingvar Kamprad's master plan, way back when the first store opened in 1958.

    其實呢,這是 IKEA 創辦人 Ingvar Kamprad 在 1958 年開第一間店時的計畫。

  • He figured well-fed customers would increase sales - and boy, was he was right.

    他有了「吃好吃滿的客人會增加銷售量」的這個想法 - 而事實證明他是對的。

  • Even today, the meatballs are referred to as "the best sofa-seller."


  • But what makes this furniture-store-turned-foodie-favorite tick?


  • Here's the untold truth of the IKEA food court.

    以下有一些關於 IKEA 美食區的秘密。

  • Affordable snacking.


  • It's hard to beat the food prices at IKEA and those dirt cheap meals are all part of the design.

    IKEA 美食的價錢是很難被外面打敗的,然而這些便宜到不行的餐點是設計的一部分。

  • Gerd Diewald who runs IKEA's food operations in the U.S., told Fast Company, "When you feed [customers], they stay longer, they can talk about their [potential] purchases, and they make a decision without leaving the store."

    美國 IKEA 的餐廳執行長 Gerd Diewald 跟 Fast 公司說,「當你給客人東西吃,他們會待得比較久,也可以討論他們想買的東西,然後就在賣場裡面做決定。」

  • And this theory works.


  • 650 million hungry furniture shoppers are spending almost $2 billion a year in IKEA's food court.

    6.5 億飢餓的消費者每年在 IKEA 的美食區消費了 20 億美金。

  • Not exactly Swedish.


  • Spoiler alert: those "Swedish" meatballs aren't actually Swedish.


  • In April 2018, the country of Sweden came clean, tweeting: "Swedish meatballs are actually based on a recipe King Charles the twelfth brought home from Turkey in the early 18th century. Let's stick to the facts!"

    在 2018 年 4 月,瑞典發佈了一則推特澄清「瑞典肉丸其實是查爾斯王十二世在 18 世紀初期從土耳其帶回來的。我們還是按照事實來說。」

  • While some fans lamented that their "whole life had been a lie," others wanted to know about those lingonberries.


  • The official word?


  • "They don't grow in Sweden exclusively. But lingonberry jam accompanying meatballs is damn near as Swedish as it gets!"


  • The rest of the menu is about 50 percent Scandinavian, according to Fast Company, with items tailored to specific markets.

    菜單上約有 50% 是來自斯堪的納維亞的,根據 Fast 公司,有些菜色是按照特定的市場設計的。

  • Not your grandma's hamburger.


  • Over the years, IKEA has listened to customers' desires for more plant-based options.

    多年來,IKEA 採納了顧客的意見,增加了蔬果的選擇。

  • In 2015 they introduced a vegan version of their iconic meatballs, and in early 2019 they'll be rolling out vegan hot dogs in the U.S. stores.

    在 2015 年,他們推出了素食版本的肉丸,而在 2019 年他們在美國的商店推出了速食熱狗。

  • But they have some other truly innovative items in the works.


  • Space10, IKEA's external innovation lab, is setting out to create sustainable "fast food of the future."

    Space10 是 IKEA 外部的創新實驗室,目的是要創造出更永續的「未來速食」。

  • And among that futuristic food is the Bug Burger, made of ground mealworm, parsnip, beetroot, and potato; the Dogless Hotdog, made of veggies and nestled in a green spirulina bun; and the Neatball - another chance to get your mealworm protein fix.


  • Unfortunately, you might have to wait a while to try these tasty treats.


  • A Space10 rep told Esquire, "This project is limited to culinary research, and there are no current plans to put these dishes on IKEA's menu."

    有個 Space10 的線民跟 Esquire 說,「這項研究是只針對廚房的研究,目前也沒有計劃要將這些菜放到 IKEA 菜單上面。」

  • Meatball pop-up?


  • A staggering 30 percent of IKEA customers come to the store just for the food.

    有大約 30% 的消費者是只為了 IKEA 的美食而來。

  • And seeing an opportunity to reach more dining-only customers, in 2017 the company tested several stand-alone pop-up restaurants in major cities where a traditional store just wouldn't work.

    IKEA 也抓住機會來把握只來店裡用餐的客人,2017 年 IKEA 測試了幾間能夠獨立運作的快閃餐廳,主是在開在傳統 IKEA 不太能生存的大城市裡。

  • Michael La Cour, IKEA Food's managing director, told Fast Company, "I firmly believe there is potential. I hope in a few years our customers will be saying, 'IKEA is a great place to eat - and, by the way, they also sell some furniture.'"

    IKEA 的餐廳執行長-Michael La Cour 跟 Fast 說「我絕對相信這有潛力,我希望幾年之後我們的客人會說:IKEA 是間很棒的餐廳,而且順帶一提,他們還有買家具。」

  • As of 2018, IKEA has no solid plans for a restaurant roll-out.

    一直到 2018 年,IKEA 還是沒有關於餐廳開幕的實質計畫。

  • But here's hoping we don't have to assemble our own take-out containers when it finally happens.


Admit it: You've pretended to need another BILLY bookcase for the sole purpose of loading up on some Swedish meatballs.

承認吧!你曾經假裝要去買一個 Billy 書架但其實是為了那一大盤的瑞典肉丸。

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IKEA 美食區沒告訴你的秘密 (The Truth About The IKEA Food Court)

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    HsiangLanLee 發佈於 2018 年 09 月 30 日