IKEA launch ‘Breakfast In Bed Cafe’

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50% of Brits have never had breakfast in bed

30% of the population would love an afternoon nap

IKEA launch concept eatery to stimulate more breakfasts in bed


IKEA has today opened the doors of The IKEA Breakfast in Bed Café –a concept eatery where tables are replaced with beds to stimulate a breakfast in bed revolution.

A survey of 2,000 Brits found that 50% have never had the pleasure of enjoying breakfast in bed, sparking the Swedish retailer to inspire a change in how we start our days. Patrons will get to have breakfast and choose from a menu of IKEA’s most comfortable beds and pillows – bringing a whole new meaning to ‘comfort food’.

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The dining room has been specifically designed to be a homely-eatery created to make people feel like they can enjoy eating out in the comfort of their own bed.

Open between 7am and 3pm until the 20 May, the Shoreditch based concept café has been created as a celebration of the sheer joy of having breakfast in bed – serving toast, tea, fresh juice and an array of traditional Swedish treats.

Completely free of charge – patrons can book a bed between 7am and 12pm as they choose to relax in a single or double bed where they will be served by specially trained waiting staff and sleep specialists.

With 30% of the population saying they would benefit from introducing a siesta into the working week, prompting IKEA to offer stressed guests and weary travelers an escape from the hubbub of the busy city-streets and enjoy forty-winks on us. In an environment designed to make diners feel like they are in their beds at home they will enjoy a refreshing power-nap before getting on with the rest of your day.

What’s more, diners can pick from a pillow menu, designed to match the pillow you have in your home and combine the best bits about eating out with those of lazy Sunday lie-ins.

To round off  the abandonment of this comfortable café the waiters will give out sleep inducing teas, as chilled out music fills the room and an array of expert tips are conveyed by IKEA’s expert sleepologists.

Myriam Ruffo, Head of Bedrooms and Bathrooms at IKEA, said:

“There’s nothing better than being in your own bed, you can enjoy sleep, cuddles and lazy days – but the piece de resistance has to be breakfast in bed.

At IKEA we believe that the delight of having breakfast in bed shouldn’t just be reserved for those special occasions and should be something that makes everyday wonderful.  To celebrate this firmly held belief in starting the day the right way, we are opening The IKEA Breakfast in Bed Café to showcase how we can make our beds and bedrooms an oasis of serenity from the outside world”.

To book your bed and style of pillow from the ‘Pillow Menu’, please email IKEAbreakfastinbed@hopeandglorypr.com with your preferred time of arrival on the hour, every hour between 7am and 2pm.*

ADDRESS: IKEA Breakfast in Bed Café, Blackall Studios, 73a Leonard Street, EC2A 4QS

GETTING THERE: a 5 minute walk from Old Street station and 10 minutes from Shoreditch High Street

PLEASE NOTE: * due to high-levels of public demand, spaces are limited and we will provide email confirmation of your allocated 45 minute slot.

To find out more about IKEA and why there’s ‘No Bed Like Home’, please visit www.ikea.com/gb/en/campaigns/atoz.html.

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