I often come here for this combination. I sit at a corner, enjoy the meal and watch people shop, just up to the point where it doesn’t look like I am stalking anyone.
The café is Biltema’s side business. The company’s main model revolves around selling automotive parts, tools, leisure and home equipment. Founded in 1963, Biltema evolved from offering 'everything a car owner needs' to becoming 'a store for the whole family.'
Perhaps by offering food inside the store, Biltema encourages customers to stay longer and to provide a full-family experience.
The cafe clearly works for turning a visit from 'just tool and parts shopping' into 'shopping + quick meal + shared time.'
I searched their website but could not find when the café was first introduced. I am assuming much later than the 1960s.
I was wondering whether Biltema was inspired from IKEA or not. There is no official information online and ChatGPT could not confirm it either. Still, both Biltema and IKEA are Swedish, warehouse-style retailers with a DIY spirit and offer quality products at low prices.
IKEA introduced its restaurant in the 1950s because founder Ingvar Kamprad noticed that customers got tired and hungry while shopping, which shortened their stay. Offering affordable food kept them longer and made the store more welcoming.
I was also wondering if there are examples or not of companies whose side business eventually became their main business, while original core business faded into the background.
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