Dealer days prove a success for Daventry supplier

Luke Ryan (left) and Tom Bartley Smith (right) from Sprint Refrigeration with Euro Catering sales director, Justin Towns (centre) at the Culinary Centre launch.

Northamptonshire-based Euro Catering launched its Culinary Centre by staging two open days for its dealer, distributor and kitchen design house customers.

The new showroom and test kitchen centre is based on the same site as the cooking equipment supplier’s head office in Daventry and hosts its portfolio of European and American products.

The centre 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.

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Visitors touring the equipment zones included representatives from Sprint Refrigeration, Standex Foodservice, Griffith Foods, Tricon Foodservice Consultants and other design firms.

Brands such as Giorik, Debag, Beer, ANETS, Palux, Tecnoinox Italforni, Alfa and Firex were on show, with attendees discovering details of the combi and bakery ovens, hot-holding equipment, fryers, bratt pans, cooking suites, preparation equipment, pizza ovens and Italian food equipment.

Guests were also treated to 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.

His sessions highlighted how he can work with end users, to train them in the best use of their equipment, and demonstrate recipes and ways of cooking food.

Euro Catering’s owner, Tim Charlton, said: “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 dealer enquiries is new distributor sales manager, Chris Blunt, who joined Euro Catering in the autumn and is working on some exclusive options for dealers, which includes supplying the full Tecnoinox range of equipment.

Blunt added: “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.”

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