Converting market data into actionable insights. Executive in Market research, Data analysis, Business development and Strategy.
Value for money is more important than ever in today’s foodservice market. Is it an opportunity for new players? Top fast food chains are introducing budget-friendly deals to attract price-conscious customers, but there are also some new players to watch. I visited today Ikea’s new restaurant in Hammersmith, which operates as a stand-alone dining experience, not just an in-store canteen. Their prices are hard to beat: - Salads for £2.95 - Cakes: Cheesecake for £2.95, Apple Cake for £1.60, Chocolate Cake for £1.50 (compare to McDonald's Apple Pie at £1.69 from nearby store) - Cappuccino for £1.75 (versus £1.99 at McDonald's) - Main dish: Traditional Swedish meatballs with mashed potatoes and peas at £5.50 (569 kcal), comparable to a McDonald’s wrap meal but with fewer calories - Kids’ meal: Smaller meatball portion for £1.95 - Ice cream: £0.75 (compared to McDonald's cheapest option at £1.29) - Hot dogs: Vegetarian for £0.60, meat for £0.85 Ikea seems poised to capture a unique niche with these low-cost, quality meals, appealing especially to families and lower-income consumers. The kids’ food options also feel healthier, with proprietary drinks that are low in sugar and no carbonated options. This move could present a real challenge to existing players in the fast-food space.
