Hupfer kicks off next stage of brand redevelopment

Hupfer’s new website features detailed descriptions and updated images of each product.

German group, Hupfer, has launched a new website as part of the first phase of its current brand development.

Specialising in kitchen logistics for commercial catering operations, Hupfer is the parent company of the newly named Trak Catering Solutions, providing design, manufacturing and installation services for dishwash conveyors, tray clearing conveyors and bespoke counters for the foodservice industry.

The new site has been completely redesigned and modernised, said to allow for simpler navigation and enable users to easily find what they are looking for.

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The site also includes a range of Hupfer products the user can browse for, with detailed descriptions and updated images of each product.

Philipp Schumacher, MD of Trak, said: “The new Hupfer website has been completely updated, which has significantly improved the overall performance.

“It is important to always think about the customer and how we can improve our service and make their experience of using the site better, which I believe has definitely been achieved with the new layout and style of the website.”

The launch of the new site is part of the first stage of new development plans, with more updates teased as being introduced in the near future.

Following the rebrand of Trak Catering Solutions, customers are still able to purchase Hupfer products through Trak’s newly-developed website.

The rebrand of the business comes after the decision was made to place more emphasis on Trak, with the company choosing to focus its strategy more on delivering catering solutions to the UK foodservice market.

However, the firm emphasised that Trak remains a big part of the Hupfer Group and continues to work alongside the team regarding the design and manufacturing of products.

Schumacher added: “Hupfer products are built using the finest German materials and technology, and provide customers with an ideal catering solution that is consistent, reliable and affordable.

“There is still so much more to come with Hupfer, and we are all very much looking forward to seeing how the next steps of development will work out.”

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