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A Danish Grocery Chain Created a Pop-Up Restaurant That Only Sat One Person at a Time – Adweek

Fear eating alone? Then you probably wouldn’t enjoy the latest marketing stunt from Irma, a Danish grocery chain.

To promote its new single-person meals, the supermarket chain recently set up a restaurant in Copenhagen that only had a table for one. Called Restaurant 1:1, the pop-up only staffed one chef and one waiter, both of whom catered to the lone diner at hand.

Those who visited the restaurant could enjoy wine and beer with their meal while chatting with the waiter and chef, or just keep to themselves.

Dubbed the “World’s Smallest Restaurant” and created by Danish agency Robert/Boisen & Like-minded, the experience was created to “prove the quality” of these new meals—and hopefully remove the stigma around eating alone.

It apparently was a hit, as Irma said reservations were booked up within 48 hours. (It helps that the meals were free.)

Irma said its single-portion meals were created in response to Denmark’s high proportion of single-person households: according to Eurostat, 44% of households in the country are comprised of single adults without children.

The hope is that these meals, which were created in partnership popular Danish restaurants, will appeal to people who live alone while simultaneously cutting down on food waste, since groceries are often sold in family-sized quantities.

Agency: Robert/Boisen & Like-minded, Denmark, Copenhagen
Creatives: Mads Mardahl, Eva Ebbensgaard, Klara Vilshammer, Christoffer Boas, Philip Bock
Strategy Director: Søren Christensen
Creative Director: Heinrich Veilgaard
Account Managers: Liva Lisner & Alina Alta
Activation: Victor Petri & Alexander Faxø
PR: Radius Kommunikation
Camera: Kennie Ørsted
Event and restaurant manger: Emilie Holm

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