Title	RESTAURANT 1:1
Brand	IRMA
Product/Service	IRMA'S TO-GO
Category	A01. Fast Moving Consumer Goods
Entrant	ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK
Idea Creation	ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK

Name	Company	Position
Klara Vilshammer	Robert/Boisen Like-minded	Creative
Eva Stehr Ebbensgaard	Robert/Boisen & Like-minded	Creative
Christoffer Fejerskov Boas	Robert/Boisen & Like-minded	Creative
Mads Nicolai Mardahl	Robert/Boisen & like-minded	Creative
Alina Alta	Robert/Boisen & Like-minded	Account Manager
Liva Lisner	Robert/Boisen & Like-minded	Account Manager
Søren Christensen	Robert/Boisen & Like-minded	Partner & Strategy Director
Victor Petri	Robert/Boisen & Like-minded	Head of Social & Brand Activation
Alexander Faxø	Robert/Boisen & Like-minded	Activation assistant
Kennie Ørsted	ControlAltDelete	Cameraman and Partner
Emilie Holm	Freelance	Production Designer

Why is this work relevant for Brand Experience & Activation?

In Copenhagen, 46% of all homes are single-person households. So when Irma, a Copenhagen-based supermarket chain, was launching their new single-person ready-meals, they wanted to prove to their single customers that eating a quality meal is something everyone should be able to enjoy. That’s why we opened the world’s first single-person restaurant, “Restaurant 1:1”: a different and singular restaurant experienced that shed the stigma of dining solo, one meal at a time.

background

The Copenhagen food scene is ever evolving, and the selection of new and exciting restaurants has never been bigger. Unfortunately, going out by yourself in Copenhagen is still quite a taboo. Despite 46% of Copenhagen homes being single-person households, the stigma still persists. So, when Irma, a Copenhagen-based supermarket chain, was launching their new single-person ready-meals as a way to cater to their single customers, they wanted to shed the stigma, and prove that eating a quality meal is something everyone should be able to enjoy.

Describe the creative idea (20% of vote)

To launch Irma’s new single-person meals and prove that eating a quality meal is something everyone should be able to enjoy, we opened the world’s first single-person restaurant in the heart of Copenhagen - with room for only one guest at a time. We called it ‘Restaurant 1:1’. The menu consisted of Irma’s new single-person ready-meals that was prepared by a chef and served by a waiter to the lone diner. We collaborated with the online restaurant site Dinner Booking, from where people could book a table, just like they would with any other restaurant in Copenhagen.

Describe the strategy (20% of vote)

Copenhagen is a city of great food and restaurant. Unfortunately, going out by yourself in Copenhagen is still quite a taboo. Despite 46% of Copenhagen homes being single-person households, the stigma still persists. So, when Irma was launching their new single-person ready-meals, we wanted to do something for the singles of Copenhagen that would shed the stigma and prove that everyone should be able to enjoy restaurant-quality food - at home or out on the town. That’s why we built a pop-up restaurant in the heart of Copenhagen that only sat one person at a time. This way, we gave people an experience they would normally never get to have (eating out alone), while being able to taste the new single-person ready-meals that Irma was launching.

Describe the execution (30% of vote)

For a full week the small restaurant, in the heart of Copenhagen, catered to the Danes one meal at a time. The menu consisted of Irma’s new single-person ready-meals that was prepared by a gourmet chef and served by a waiter to the lone diner. We collaborated with the online restaurant site Dinner Booking, from where people could book a table at Restaurant 1:1, just like they would with any other restaurant in Copenhagen. The only difference was that the site only allowed people to book for one person at a time.

List the results (30% of vote)

Restaurant 1:1 was fully booked within 24 hours. During the campaign the sale of the single-person ready-meals raised by 17% and purchase frequency grew 5,5%: The revenue came from new customers as well as existing customers who bought ready-meals more frequently than before. The campaign was made with almost zero media budget, but still became the talk of the town: we reached 1.3 million Danes (equivalent to the population of Copenhagen). The restaurant was a hot topic in several Danish newspapers, tourist sites, food blogs and was even talked about on national TV in primetime: Friday evening.