Marketing is often overlooked as a vital function at catering equipment firms, but servicing giant, JLA is bringing this to the fore. Liam and his team have worked tirelessly in changing the way that SMEs buy their critical catering equipment by introducing them to the firm’s Total Care package.
Liam and JLA believe that real innovation is about developing a product that is truly differentiated in the marketplace and, more critically, solves the problems that their customers have. That’s why the company originally developed Total Care and why it has invested heavily in bringing this product into the commercial catering industry.
When JLA entered the commercial catering market in 2011 its customers were telling the business that the disruption and hassle that a breakdown in their kitchen caused was significant, and that they were struggling to find a solution that gave them the peace of mind they needed on these business-critical assets.
Total Care was launched to solve these problems and provide a solution that blends machine supply with a best in class breakdown package that guarantees fast response and no more repair bills. For a simply monthly payment customers get the equipment they need to run their kitchen and they know that any breakdowns, including wear and tear, will be fully covered.
Liam’s promotion of the Total Care package has been focused around digital marketing and utilising JLA’s dedicated outbound Contact Centre. He has personally overseen the impressive growth of Total Care with over 2,500 customers now benefiting from the product and contracts worth over £20m. Changing the way that an established market buys equipment is not an easy assignment but Liam has consistently delivered results that are ahead of expectations.
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