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The German Institute of Service Quality (http://www.theatlantic.com/international/archive/2011/10/how-did-ikea-beat-out-mcdonalds-for-germanys-most-popular-fast-food/246164/) has done a new survey in Germany in which furniture store Ikea beat out McDonald’s for fast food service. Seems furniture stores in Germany are promoting breakfast, and even roof garden restaurants, with distinct success and popularity. While this may seem like a fluke in consumerism, the idea of combining a retail consumer experience with fast food does make sense, as evidenced by the McDonald’s we see in Walmarts and gas station service centers in the U.S. Perhaps the idea of window-shopping for furniture — fun but not necessarily costly — is a new draw for fast food customers?

December 2022
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