During the COVID-19 lockdown, Ikea Restaurant encouraged customers to order their food online by scanning the QR code on the website, with the order automatically linked to IKEA LINE. Ikea Restaurant only started to partner with LINE MAN for food delivery in 2020 when its outlets needed to close during lockdown.
Ikea Restaurant had to close for two months during lockdown, resulting in a 40% loss of sales inside the shop and restaurants. Even though its online sales increased over this period, this was not enough to offset the loss from its brick-and-mortar stores.
Ikea Restaurant’s offer of Swedish-style food remained a distinctive selling point in 2020, especially given its-health-focused orientation, which continued to resonate with prevailing consumer demand trends.
Ikea Restaurant reopened in May 2020 after two months of lockdown. The company followed the social distancing policy recommended by the government by reducing its seating number by 50% in order to make enough space between seats.
IKEA launched a promotional campaign to boost sales inside its shops and cafeterias by offering THB300 discounts in the shop after purchasing at least THB300 on self-service cafeteria food in October and November 2020. Ikea Restaurants also launched attractively priced desserts and drinks, at THB11, such as pineapple jelly soda drinks to attract more customers into its outlets.
Opportunities for the development of self-service cafeterias in the Thai market will continued be limited by widespread access to food courts in key environments, such as retail locations and educational institutions, during the forecast period. In Bangkok alone, it is not uncommon to find two or three department stores next to each other, each with its own food court.
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