“Small restaurant, big flavors. Save this for your next trip to Copenhagen.”
The international travel group, Expedia, has highlighted Ibens Smørrebrød as the capital of Denmark’s hidden gem in a report from Ibens Smørrebrød brought to their travel-enthusiastic followers.
At the time of writing, the video on Instagram has surpassed 1.2 million views, attracted more than 9,500 likes and generated 47 comments.
“This is the smallest smørrebrød restaurant in Denmark, and you need to save it for your next trip,” say Expedia’s representatives, the British influencers Caitlin and Jemima from the travel blog This Time Last Week, in their feature.
“This is the smallest smørrebrød restaurant in Denmark, and you need to save it for your next trip”
Writers Caitlin and Jemima from the travel blog This Time Last Week during a reporting visit to Ibens Smørrebrød for Expedia
“This family-run restaurant is serving a modern take on open faced sandwiches, a classic Danish dish,” reads the caption in the video, which was produced by the two travel bloggers.
The report from Denmark’s smallest open-faced sandwich restaurant is part of Expedia’s global campaign Trip Matcher, which aims to inspire travelers to unique hidden gems through short videos featuring local food experiences.
After their visit to Copenhagen, Caitlin and Jemima chose to highlight Ibens Smørrebrød as the most exceptional thing from their trip; the visit to a small, informal lunch restaurant tucked away from the busiest main streets, but right in the heart of the city.
Expedia itself introduces the feature about Ibens Smørrebrød with a simple summary:
“Small restaurant, big flavors“
This is followed by a short, atmospheric sequence where the camera slides in through the doorway to Ibens Smørrebrød, showing the selection of freshly spread smørrebrød in the refrigerated display case until it is served at the table. Images with classic Danish smørrebrød in focus, which are intended to show curious foodies around the world what a typical high-laden lunch meal is made of.
The video has sparked interest among both new and seasoned travelers to Copenhagen. Comments to the post read:
“Need to go here!”
“This looks like heaven.”
“Adding this to my list!”
Big attention for a small restaurant
With more than 1.2 million views, the video ranks among Expedia’s most viewed posts on social media. It’s a rare exposure for a Danish restaurant on this scale – and proof that even a small place with quality and presence can attract global attention, says the woman behind it.
“For me, it’s confirmation that what we do – simply and uncompromisingly – leaves food memories. From pickled herring to our egg and prawns, made with respect for the craft and served with presence,” explains restaurateur and smørrebrød chef Iben Herrik, who opened her restaurant on Store Kongensgade in Copenhagen in 2020.
A staple for locals – a must see for travelers to Copenhagen
“Many of our guests find us through recommendations on Google, TripAdvisor, even ChatGPT or referrals from Copenhageners. But a recommendation from the world’s largest travel platform makes a difference – not just attention, but as a kind of validation of what we do,” says a slightly surprised Iben himself about the distinguished recognition.
“It sends a signal to both new and returning guests: Here is an experience worth seeking out – regardless of whether you are a local or visiting the city,” concludes the restaurateur.
The visit to, and the award of, Ibens Smørrebrød was initiated by Expedia itself, just as Ibens Smørrebrød has had no influence on the editorial content.
