Cater-Bake freshens up brand on back of growth

Cater-Bake UK has kicked off its 2014-15 financial year by unveiling a new company rebrand to mark 20 years in the catering equipment trade.

The established blue and yellow colouring have been retained, but morphed into a revamped logo, ready to be displayed prominently at the company’s Hotelympia stand later this month.

“The rebrand is far from a superficial action,” insisted Cater-Bake’s managing director Mark Hutchings. “Refreshing the public identity of the company is a move that reminds us all that standing still is not acceptable and that we need to work, learn and evolve to continue to be a viable company in what is an increasingly competitive market.”

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Mark’s father Peter set up the business in Liverpool in 1994, originally to refurbish used bakery equipment.

Through the 1990s it moved into importing new ovens and equipment for the bakery and pizza markets, capturing the UK distribution rights for Zanolli ovens.

Hutchings insists the company has always tried to keep true to its values of delivering a personable service to distributors.

“Our view is that is if your dealers know you’ll work with them, helping them overcome any bumps in the road to make sure their customer is satisfied, then it will leave a lasting impression and ensure they keep bringing their business back.”

He said that having just closed the financial year, business was up 6% on the previous 12 months.

“It’s not a mind-boggling increase, but there are plenty of companies out there who would take that, given the climate. We’ll just keep plugging away and working hard. We, like many others, have had some difficult times recently, most notably because we fell victim to some high profile bad debts, but we’ve used those as part of our learning curve.

“We’ve also seen government cuts affect a lot of the marine work we do, slowing the project turnover for our dealers. A seemingly refreshed high street seems to have been where we’ve recouped the business, though, with finance companies apparently happier to lend money to smaller businesses.”

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