Meatballs are IKEA’s most sold item.
Not the bookshelves. Not the sofas. Not the tables.
But the meatballs.
It even outsells the famous Billy Bookcase; which can be found in almost every university flat.
However, the meatballs are just the flag bearer of a really intelligent price positioning strategy.
IKEA knows you don’t know how much a dining table should cost. Should it be $400, $600, or $800? But you definitely know how much you should pay for a plate of meatballs.
IKEA sells quality food at a loss. They do this to plant the idea in consumers’ minds that, “IKEA is good value.”
So when shoppers eventually get to that dining table, they’re willing to spend more because, “It must be a good price if it’s from IKEA, right?”
Furthermore, when consumers are fed and content, they’re also willing to spend more time in the store. And more time equates to a few more things in the cart.
Hopefully this serves as a fascinating thought to ponder the next time you head to the Blue and Yellow Monster.