Ikea Restaurant in Malaysia

I recently got dragged to Ikea in Malaysia during the recent Chinese New Year holiday long holiday. As expected the store was quite busy but bearable.

One thing I've never understood is the attraction of their restaurant considering the abundance of good affordable food.

On the particular day that I visited the queue stretched the full length of the restaurant which has to be the longest I've seen there.

Now if the food was fantastic or very very cheap then I may just see the logic of queuing for hours but hello this is Ikea, hardly the gastronomic paradise of Malaysia.

I really don't get it so perhaps somebody could help explain this attraction to me?