I've just returned from a fabulous few days in Denmark with my family, visiting my good friend and business partner, Michael Ingemann. Many of you know that we are very active in Scandinavia with Think Hospitality Consulting.
Inspired by a presentation by Erik Nissen Johansen of Stylt Trampoli AB a few years ago at Restaurant Marketer & Innovator, we made a special trip to the home of LEGO in Billund. We enjoyed a day at Lego House, a remarkable attraction that truly embodies the spirit and creativity of this world-renowned toy. With fantastic experience zones, play areas, and, most importantly for this post, exceptionally delivered restaurants, it was a memorable visit.
MINI CHEF: Play to Eat
MINI CHEF, the seated restaurant at Lego House, operates under the playful tagline "you play to get your food." The concept involves building your meal with four LEGO bricks and scanning the order at your table. Minifigure chefs in the kitchen then prepare your meal. When it's ready, a cool, customised animation appears on your screen, and you pick up your food from two robots. It's whimsical and fantastically fun, and our kids were captivated.
Wholesome and Creative Dining
Beyond the fabulous theatre of the concept and the incredible experience design, what struck me was the quality of the food served—not just at MINI CHEF, but also at BRICKACCINO, their counter outlet. There was a strong emphasis on wholesome food that felt locally relevant and creatively designed, encouraging balanced choices in a theatrical way. The ingredients were clearly fresh and high-quality, and the offerings worked equally well for both adults and children with minimal adjustments.
More broadly in Denmark, there is a more considered approach to children's food. Speaking to local friends, it is evident that the New Nordic Food Revolution has significantly impacted the entire industry and population, resulting in a much greater focus on wholesome and nutritional food. In the UK, while the great efforts of many, including Jamie Oliver, have led to improvements in public sector catering, I am not convinced this change has been reflected at a societal level.
A Broader Perspective on Food at Attractions
This experience got me thinking about other attractions and their approach to food, particularly those operated by Merlin Entertainments, which shares ownership with LEGO through the founding family’s investment company, Kirkbi A/S. As regular visitors to SEALIFE attractions and recent visitors to both Alton Towers and Legoland Windsor, the difference in food ethos is stark. Sealife typically offers basic coffee counters, while the two theme parks feature an array of fast food and standard kids' menu fare. The forced exit through shops filled with sweets can be a challenge when you need your kids to decompress for the car journey home.
Aligning Food with Brand Values
After almost five years of ownership, one wonders if Kirkbi A/S might consider adopting the fantastic food vision and strategy seen at Lego House across their other Merlin assets. This would enhance the overall visitor experience and promote healthier, more enjoyable food options for families.
In recent years, we've worked with numerous organisations that view food as a peripheral service to their core business. Our goal has been to understand the role of food and hospitality, defining a vision and strategy to ensure it aligns with their brand and broader values. This is particularly relevant for retailers, universities, sports teams, and retail brands that often outsource their food provision. Without clear governance, caterers might prioritise commercial returns over brand impact.
The Future of Food in Attractions
The visit to Lego House highlights the potential for attractions to rethink their food offerings. By prioritising quality, creativity, and wholesome ingredients, venues can significantly enhance their appeal and ensure that dining becomes a memorable part of the visitor experience. The robotics and playful approach at MINI CHEF demonstrate how technology and creativity can combine to create a unique and engaging dining experience that appeals to all ages and drives healthier and more balanced choices for children and shows how a dining experience can highlight and cement brand values in a way very few other offers do.
James Hacon is the Managing Partner of Think Hospitality Consulting, the F&B innovators, strategists and dealmakers.
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