Furniture flat-pack giants Ikea have branched out further into home delivery and have signed up with Uber Eats to offer hungry customers the chance to get their famous Swedish meatballs delivered direct to your door.
It’s the first time the Swedish retailer has allowed the signature dish to be delivered to customers, as the tasty treat is only usually available in the chain’s 21 UK stores.
However, there is a catch. Only Londoners will be able to scoff the sought after meatballs, as you have to be in close proximity to its pop-up kitchen to be able to order them for delivery.
The menus range in price from £10 to feed two people of £20 to feed four
Fans wanting to order the meatballs will have to be lucky enough to live or work within two miles of Ikea’s pop-up kitchen in Geffrye Street, Hackney and can choose from three set menus on the Uber Eats app or website from Friday November 16 until Tuesday November 20.
The menus range in price from £10 to feed two or £20 to feed four and each come with free Ikea homeware products.
The Snug set menu for two people will set you back just £10 and will give you 20 meatballs, mash potato or chips, cream sauce, lingonberry jam and even two Daim chocolate cakes for dessert.
There is also an alternative option for two diners for £10 called ‘The Formal’, this includes veggie balls, butternut squash, courgette and kale hash, plain sugar donuts, as well as a wine glass and a place mat.
The family platter for £20 includes both vegetarian and meat options.
The food will be delivered in Ikea’s iconic blue plastic bags Frakta bags – and it will also come with Ikea wine glasses, placemats, cushion covers, throws, napkins, scented candles, an LED light, and even a fake flower, depending on what set menu you order.
The menus cater for both traditional meatballs lovers and vegetarians and a veggie meal is an option
You will only be able to order one set menu per Uber Eats account per day and you won’t be able to swap out any of the items on the set menus.
The deal is only a trial run, but if it’s successful, it could mean that Ikea and Uber Eats roll out the offer across the country so that everyone can enjoy the famous meatballs at home.
The new initiative is part of the brand’s drive to encourage the nation to stay in and have everyday celebrations in their homes. The special service is inspired by the Swedish tradition of ‘fredagsmys’ – a cultural movement to celebrate kicking off the weekend in style by staying in.
Research by Ikea found that nearly nine in 10 (88%) UK adults would rather kick off the weekend with a cosy night in than head out into town and 89% are choosing to celebrate good news with friends and family at home.
Furthermore, 66% say comfort food is the most important factor for a great night in. This comes as 80% say they start ‘hibernating’ and staying in more once the nights get colder.
Uber Eats also recently launched Eats for Business as a way for organisations to use Uber Eats to manage food delivery for employees, whether they’re ordering to the office or traveling for work.
Commercial food manager for IKEA UK & Ireland, Ellie Pniok said: ‘We know that for many people meatballs on demand is a cause for celebration.
‘Together with Uber Eats we hope that it helps all of us find the ultimate cosiness and makes staying in a reason to celebrate’.
Henry Harding, head of marketing for Uber Eats UK and Ireland added: ‘We love giving people the chance to relax and unwind in their homes and what better way to do this than by partnering with IKEA to create the ultimate cosy setting complete with delicious food straight to their door.’