Frankie & Benny’s is dissecting the success of a campaign to prove its meatballs are the best on the high street – after taking aim at flat-pack retailer Ikea.
Swedish meatballs are renowned as the cornerstone of the Ikea experience and the furniture giant sells two million of them every day.
However, Frankie & Benny’s is taking the fight to Ikea following the creation of a series of new dishes by its food development team.
Over the weekend, the 230-strong chain served up free Meatballs Al Forno and Vegan Plantballs Italiano for furniture shoppers to mark its new menu launch.
Ikea shoppers that took their receipt to a nearby Frankie & Benny’s were given the meatballs free of charge.
The offer was extended to 18 restaurants located near the furniture stores.
Frankie’s also had meatball-armed sampling teams on-the-ground in Croydon, Southampton and Leeds to give Ikea shoppers a little taste of the meatballs they can enjoy in restaurant.
Elise Ash, brand director at Frankie & Benny’s, described the Ikea offensive as a “bit of light-hearted fun”.
She said: “We’re really proud of our new Meatballs Al Forno and Plantballs Italiano recipes so who better to serve it up to than the home of meatballs in the UK. We felt exhausted shoppers could do with a hearty Italian-American inspired dish before they head home for some DIY and hopefully the free meatballs offer will save them dishing out even more money.”
The new vegan Plantballs Italiano is just one new dish on the newly-launched menu and rebrand with Frankie & Benny’s going back to its Italian American roots and focusing on quality food in an authentic setting.