The mission of IKEA as a leader of the category: "To create a better everyday life of many people."

In 2015 the brand has set up a goal – "To create a better everyday life of many people in the kitchen" and chose the promotion of kitchen and products for cooking as a strategic focus.

First IKEA Instead of Cafe has been opened in September 2015 in Moscow (and in a month later in St. Petersburg).

"IKEA Instead of Cafe" venue had six different IKEA kitchens that were completely equipped with IKEA household appliances, ware and kitchen accessories. Visitors could prepare any dishes with a help of professional chefs and then eat it together with friends at the convenient tables in the kitchens. Anyone could reserve kitchen on the project website IKEA.ru/newideas for free.

During weekends, different master classes were held. In addition, visitors had a chance to learn how to make a dinner together with children or how to grow up a harvest on a windowsill.

The main communication channels of a new service were: IKEA.ru website, PR and support in communities of IKEA in social networks.