Euro Catering has launched its innovative new Culinary Centre by staging two open days for those for whom it is a huge asset – its dealers, distributors and design house customers – and is now handling the amazing feedback that has followed the facility’s unveiling.
The new Culinary Centre, based on the same site as Euro Catering’s head office in Daventry, is now home to the crème de la crème of catering equipment drawn from Euro Catering’s extensive portfolio of European and American products.
It stands apart from other display rooms because it has been purpose-designed to resemble an exhibition hall, within which equipment is arranged in themed zones, with different pieces of equipment grouped together, as they could be configured within a commercial kitchen.
Those touring zones for equipment from Giorik, Debag, Beer, ANETS, Palux, Tecnoinox Italforni, Alfa, Firex and many more manufacturers, included representatives from Sprint Refrigeration, Standex Foodservice, Griffith Foods, Tricon Foodservice Consultants and leading design firms. All were treated to details of the combi and bakery ovens, hot-holding equipment, fryers, bratt pans, cooking suites, preparation equipment and pizza ovens and Italian food equipment on show, all under one roof.
All visitors soon grasped the idea behind Euro Catering’s exhibition hall concept, which is to enable dealers and their customers to quickly perceive how different catering equipment can fit together, to assist work flow and increase kitchen efficiency.
Guests were also treated to fabulous food demonstrations given by Euro Catering’s Culinary Development Chef and food technologist, Darren Massey, now based in Daventry following the relocation of the former demo kitchen from Lutterworth.
Darren’s show-stopping sessions highlighted how he can work with end-users, to train them in the best use of their equipment, and also inspire them with fabulous recipes and ways of cooking food in exciting and energy-efficient ways.
Euro Catering’s owner, Tim Charlton, says: “Our Culinary Centre brings our brochure to life in a wow-factor way and is a facility that dealers and design houses can use to explore possibilities with their clients. It can provide them with a competitive advantage, by demystifying various pieces of equipment and conveying all the benefits of each particular model. Coupling a visit with a cooking session with Darren, can really swing that deal, or encourage customers to purchase the piece of kit that will be the missing piece in their kitchen puzzle.”
Standing by to handle enquiries from dealers wishing to work with Euro Catering, as word is getting around, is new Distributor Sales Manager, Chris Blunt, who joined Euro Catering in the autumn and who is working on some exclusive options for dealers, which includes supplying the full Tecnoinox range of equipment.
Chris says: “To say our guests were impressed is an understatement. This facility really is like no other and no end-user can fail to be impressed when they visit with their dealer. We are expecting our dealers to increase their sales because of the knowledge their customers can gain from a viewing of the equipment, with or without a demo session from Darren.”
Guest Peter Simpson of Euro Pizza Ovens said: “The Culinary Centre is a fantastic asset for us, as we can take customers there and let them get a feel not just for one piece of equipment, but for other kit that may work with it, to give them extra capacity or flexibility in their commercial kitchen. It sparks the imagination and also underlines the pedigree of the brands on show.”
More dealer open days are planned and names are already being taken in advance of the next one. To register interest, please email [email protected] or call 01455 559969.