Title	RESTAURANT 1:1
Brand	IRMA
Product/Service	IRMA'S TO-GO
Category	B03. Use of Ambient Media: Large Scale
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	Art Director
Christoffer Fejerskov Boas	Robert/Boisen & Like-minded	Creative
Mads Nicolai Mardahl	Robert/Boisen & like-minded	Art Director
Eva Stehr Ebbensgaard	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 Direct?

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 experience 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 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 (30% 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 Irmas 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 restaurants. But not everyone gets to enjoy it, as eating out alone in Denmark is 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 (20% of vote)

For a full week, our pop-up restaurant in the heart of Copenhagen catered to the Danes. The menu consisted of Irma’s new single-person ready-meals that was prepared by a gourmet chef and served by a waiter to all the lone diners. 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.