IKEA are giving foodies, wannabe-cooks, kitchen-novices and fine-diners the chance to express themselves and impress their friends in a restaurant where they will have their very own sous chef and maître de. They will also have 20 of their friends as extra hands, making a meal to remember and proving that too many cooks is not always a bad thing.
Completely free of charge, the nation’s food loving entertainers can book their slot at the Dining Club in Shoreditch to host a brunch, lunch or dinner, where they will take over the restaurant, choosing their menu from a range of modern sharing dishes, including some Scandinavian classics, and will even have the restaurant named after them. The cleaning up will be taken care of too, so hosts and can spend quality time with their friends.
The great British dinner party is under threat as IKEA has found that 42% of Brits claim they can’t cook at all, with nearly a quarter (24%) feeling they don’t have enough space to host. This isn’t surprising due to *the average British home measuring 85 square meters, making it the smallest in Western Europe. Brits’ busy lifestyles and work commitments also get in the way, with 15% claiming that they are too time poor to entertain. This is despite a huge appetite to cook and eat together, with nearly a third (29%) wanting to entertain guests at least once a month, yet in reality this only happens once every two to three months (33%). When it does, staples like curry (17%) and pasta (16%) are the most popular shared dishes.
To encourage more people to cook and eat together, IKEA is launching The Dining Club – a fully immersive ‘Do-It-Yourself’ restaurant – which will open its doors from 10 – 25 September. Members of the public can book to host a brunch, lunch or dinner party for up to 20 friends and family. Supported by their very own sous chef and maître de, the host and their guests will orchestrate an intimate dining experience where cooking together is celebrated and eating together is inspirational.
Jordi Esquinas, Business Leader at IKEA, said: “At IKEA we feel that the joy of cooking and eating together is not just about making food, but about creating lasting memories, along with connecting and sharing with those you love. Our research has found that more of us want to host dinner parties but feel that they are unable to do so. With the launch of The Dining Club, we hope to create the perfect place to bring people together to enjoy a meal from beginning to end without the stress.”
For more information on The Dining Club and to book your very own brunch, lunch or dinner party, please visit www.ikea.co.uk/thediningclub.
ADDRESS: The Dining Club by IKEA, N&C Showrooms, 3 – 10 Shoreditch High Street, London E1 6PG
GETTING THERE: A 3-minute walk from Shoreditch High Street overground station and 9-minute walk from Liverpool Street station
OPENING TIMES: Open daily from 10am – 10pm from Saturday 10th – Sunday 25th September
PLEASE NOTE: *Due to high-levels of public demand to host a lunch or dinner party, spaces are limited and we will provide email confirmation of your allocated slot.