During the audience behavior research, we found out that visits to the bars, restaurants and nightclubs decreased by 62 % during the last year of the crisis in Russia. Majority of the audience decided to limit themselves in restaurants and cafes going-outs in order to save money.

IKEA had recognized this social problem and opened a unique branded service "IKEA Instead of Cafe" that proves – home kitchen can easily beat restaurant experience, at home you can feel like you are in the restaurant.

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.

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

IKEA brand managed to declare itself on the territory of "kitchen" and achieve high communication and commercial results during the "IKEA Instead of Cafe" unique service work/were open.

Communication results:

– Number of publications and reposts about – 21 885

– Total audience of publications in traditional and social media – 95 335 261

– 64 068 people have visited "IKEA Instead of Café" (in 2 cities)

– 9 485 people have tested IKEA kitchens and products for cooking

– More than 300 000 people took advantage of a virtual tour on "IKEA Instead of Café" website

– Awareness increased by 23%.

Business results:

– Traffic on the ikea.ru website increased by 33%

– Sales of cooking products increased by 43%

– Sales of table setting products increased on 37%.

Our service "IKEA Instead of Cafe" gave people an opportunity to "test drive" the convenience and practicality of IKEA kitchens and products for cooking.

And also became a new media that help us to make a big buzz about the project.

Wide audience of "Families with kids" living in Moscow and St. Petersburg, who is close to the theme of cooking at home.

"IKEA Instead of Cafe" is not a cafe or a restaurant, it is a place where everyone can cook their favorite dishes, celebrate the holiday, arrange a romantic date or just have a good time together on IKEA kitchen. And do not spend the money.

And also check out the convenience and practicality of IKEA kitchens and products for cooking while taking part in this unique "test drive ".

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.