To those of you reading this who live outside of France, you will think – what is so special about that? IKEA know that offering free coffee gets people into their building and that studies have shown that they will buy something that they would not have done otherwise. It is a good marketing strategy.

However, when IKEA arrived in Reims it took a long while for the managers to realise that they were a Swedish firm and not a French one. We received their catalogue that clearly said that members of the IKEA family could have a free coffee. At that time there was a nice little coffee bar area selling coffee and cakes next to the cafeteria.

We ordered coffee and were asked for payment. We pointed out that usually it was free. Quite disappointed and feeling wronged, we returned home where I also had a copy of the British catalogue which I started comparing with the French one. Every page had been translated and said exactly the same, including in black and white – that free coffee was offered to family members. The next time we visited, I made sure that we had the catalogue with us. We made a little progress. We got one free cup but had to pay for the second! Our requests for free coffee were obviously causing waves and the manager was getting irritated. He was determined to keep things French – nothing free – it is just not done! A poster had been erected. Coffee free with purchases of more than 65 centimes. We were getting closer to the promised free coffee but there was still a gap to be bridged. We duly bought 2 little cakes to get our morning coffee fix.

At that time they had various offers. Bring in old garden furniture and receive a voucher in exchange. Our garden furniture had been a wedding present from dear Aunt Audrey. It was definitely at the end of its life. As we stood in the queue, the guy in front was getting impatient. He had a trolley load of chairs. Finally, he turned to us and said that he wasn’t waiting any longer, we could redeem his stuff as well if we liked. We did really well and got a 50 euro voucher. We selected a really nice solid reclining wooden garden chair for exactly that price. We had paid nothing. It was free! But coffee was still an issue. This time we had to pay, but could take the receipt down a floor to customer services and queue for a refund. The letter of the law had been obeyed but with enough aggravation to ensure hardly anyone would get their ‘Free’ coffee.

When a quick snack eating area was created near the entrance, free black coffee was offered. It was horribly strong for a cappuccino drinker and required the forethought to take along some milk powder. But it was truly free with no hoops to jump though.

This week we took a friend to IKEA. We arrived at 11am – coffee time. I asked at the quick food bar if we coud have a free coffee. ‘Its no longer here, its upstairs in the restaurant that you have to ask.’ In the restaurant I asked how to get a free coffee. ‘Take a cup and go to the machine’. ‘There are 3 of us’. ‘No problem, take 3 cups,’ as she swiped my Family Card. The machine didn’t just dispense black coffee, but also lattes, cappuccinos and viennois as well!! Wow, France is finally in line with the rest of the world – a free coffee! It makes you feel welcome, a true family member, someone who is encouraged to come whenever the doors are open! France is changing!! I wonder how much my tenacity was part of it. Perhaps you have me to thank for your free coffees (Monday to Fridays) in French IKEAs.