Rational freezes UK prices for seventh year

Combi oven giant Rational has confirmed that it is holding its UK prices for a seventh consecutive year in 2016.

January traditionally marks the times when new annual price lists are implemented, and last week a number of distributors questioned whether price hikes were justified, especially with commodity costs going down.

But Rational, one of the biggest suppliers of cooking equipment through the UK distributor channel, said it wouldn’t be among those raising its prices.

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The company said in a statement: “Rational recognises that industry needs are changing and customers have to adapt to changing circumstances. These changes can come at a cost and to help alleviate any additional on-costs Rational is delighted to announce that they are holding their prices for the seventh consecutive year.”

Lee Norton, managing director of Rational UK, said the brand‘s objective remains to offer the best possible technology and quality at a reasonable price.

“We are fully committed to our dealer partners with the aim of being best in class for customer support and development — a good example being our highly successful Dealer Accreditation programme DEAL,” he said. “This programme is designed to help Rational’s business partners grow their sales, by underlining their professionalism, the quality of the service they offer and their expertise.”

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