Charvet has outlined its intention to drive deeper into the restaurant trade this year by engaging with distributors in areas of the market where it does not have channel coverage.
The French manufacturer, which is present in the UK through Premier Ranges, is best known for its high quality bespoke cooking suites that are used by some of the world’s top chefs.
But the company is keen to dispel the myth that its equipment is only an option for high-end establishments, pointing out that the development of its modular range makes it a contender for projects where dealers might previously have overlooked it.
Wayne Cuomo, managing director of Charvet Premier Ranges, insists the brand is now more viable for dealers and their customers than ever before.
“Charvet traditionally was bespoke but has now introduced ranges of modular equipment which makes it affordable. It is not cheap — but it is viable to a much wider audience than the original bespoke equipment,” he said.
Cuomo says Chavret is “now an option” for a lot more restaurants than it would have been 10 years ago due to the expansion of its portfolio of heavy duty cooking equipment.
“What we find is that even with lesser build quality competition, we are price competitive,” he said. “We may be at the top end of it, but if you are not replacing the kitchen every four or five years then it is a very good capital investment long term.”
Charvet currently works closely with between 10 and 15 partners in the UK, but Cuomo wants to build on that by inviting dealers to engage with it in geographic areas and market sectors where it is not currently represented.
“One of the things that we want to do is increase the distributor network to reach the wider range of customers to which Charvet modular is now a viable option and should be considered,” revealed Cuomo.
“That is a primary objective of ours this year. We acknowledge that distributors have different specialisms as well so it is making them aware of the adaptability to different markets that we have and the comprehensive range there is. You can configure our modular construction to answer almost any environment in terms of what you are putting on —a plancha, a grill, a fryer, a solid top. It is all there.”