When Ikea executives ponder changes to the restaurants within their sprawling furniture stores, they think about an imaginary customer they’ve dubbed Sarah. Sarah is the average Ikea diner: She’s in her 30s, gets a moderate amount of exercise, eats three meals and two snacks a day.
Democracy Dies in Darkness
The meaning of Ikea’s restaurant and meatball makeover
By Sarah Halzack
February 3, 2016 at 11:28 a.m. EST