Starred restaurant for babies. The idea of a chef that is all the rage in Finland

Even the smallest ones deserve quality meals, just like adults. This is the mission of Finnish Michelin-starred chef Henri Alén, founder of the Muru Baby project, a Finnish company producing infant food. To promote his product line, Alén has set up a temporary restaurant, the world's first high cuisine establishment specifically tailored for a particular audience: newly weaned babies.

The Muru Baby Experience: Putting the Little Ones First

While in starred restaurants and luxury establishments children are not always welcome, here they can cry and throw tantrums at the table without receiving laser stares from nearby diners. Indeed, the Muru Baby Restaurant breaks the conventions of traditional dining not only in terms of target audience but also concerning the entire experience: from entrance onwards, children receive the same level of attention and service usually reserved for adults in a similar venue. The interior design, the cloakroom (i.e., stroller parking), the choice of music, the style of service, and the table setting are all designed to meet the needs of children.

The Kids' Menu

Muru Baby's mission is to prepare food for babies and children using top-notch recipes, quality ingredients, and appropriate cooking methods. The temporary restaurant offered a three-course menu based on Muru Baby products, dishes tailored for babies and children aged six months to three years. Among the dishes offered were Greek-style lamb stew served with pasta and a hint of mint; braised chicken and sweet potatoes, and for dessert, panna cotta with strawberry puree, whipped cream, and crispy puff pastry. "Usually, children don't have the right to be in a refined restaurant," said Alén. "I think it's fun to flip the situation: here, children are our main customers, while parents are the companions." Indeed, parents took a back seat: the menu for adults consisted of a ham sandwich and a coffee.

Muru Baby products are all dairy-free, additive-free, without added sugars or salt, and contain only natural sugars. The packages in cartons and squeeze bottles range from porridges to stews and smoothies. There is also a line of high-fiber bars, all vegan and gluten-free. "It is extremely important to experiment with tasty and authentic flavors, textures, and colors from the tenderest age," concludes the chef, "to make eating out a positive and quality experience, with an eye on health."

A skilful Communication Move

The temporary restaurant was a highly effective marketing strategy. With only 20 seats and open for just three days, reservations—available through the same portal used for starred restaurants—sold out in just 4 hours. The event made headlines in all national media, gaining a considerable number of contacts (almost double the entire population of Finland), improving brand awareness and positioning, and increasing product sales by +23%. Long live baby food!