IGA is serving up a free pop-up dining experience in the lead-up to the day of love, designed to help romance bloom in the most unexpected of places: the supermarket aisle.
New insights from IGA reveal Australians are true romantics at heart, just very last-minute ones.
For those who celebrate Valentine’s Day, nearly half (46 per cent) leave their plans until less than a week out, while more than a third (36 per cent) miss out entirely because they left it too late. So, IGA is stepping in as Cupid early, hosting a free Valentine’s dinner at Romeo’s IGA South Eveleigh.
IGA’s ‘Local Love’ is a one-night-only dining experience on 12 February that transforms supermarket aisles into an intimate setting for couples to share a three-course meal together.
The menu, curated by MasterChef winner Justin Narayan in collaboration with IGA, celebrates local flavours with a side of romance. Guests will also be invited to wander the aisles and select their own sides, sauces and little extras, adding a personalised touch to the dining experience.
The concept reflects changing attitudes to Valentine’s dining. New research shows that for those who celebrate Valentine’s Day more than eight in ten Australians (84 per cent) would enjoy their meal more if they could customise it, while 60 per cent say traditional set menus don’t offer good value.
“Valentine’s Day can sometimes feel like a lot of pressure – fancy menus, strict bookings, and rules about how the night should look. This flips that on its head. It’s still a beautiful three-course meal, but it’s relaxed, playful and personal. Being able to wander the aisles and choose the little extras together makes it fun—and honestly, that’s usually where the best conversations happen,” said MasterChef winner and chef, Justin Narayan.
“We know how hard it is for locals to get a booking every year for Valentine’s Day. And with a family name like Romeo, we simply couldn’t resist celebrating the day. With generations of love in our local supermarkets across Australia, we’re proud to host lucky couples with a unique and special evening that will be one to remember,” concluded IGA store owner, Joseph Romeo.
Credits:
Client: IGA
PR, Production, Content and Talent: Enthral
