Four independent equipment providers with no direct areas of conflict have agreed to unite as a “marketing co-op” and exhibit together at this year’s Restaurant Show.
Rational, Adande, Charvet and MCS — importer of the CookTek induction brand — will share the same stand space at the London-based event this October in what is understood to be an industry first.
The tie-up will make it more cost-effective for each company to exhibit and builds on the partnership established between Charvet and Adande at Hotelympia earlier this year. Back in February the duo collaborated on the same stand, allowing visitors to see how the cooking manufacturer’s modular suites can accommodate Adande’s innovative refrigerated drawer units.
“Having worked with Adande at Hotelympia we found the benefits of working together when customers are of the same sort — discerning customers who like quality products,” explained Charvet Premier Ranges boss Wayne Cuomo. “Now we have four parties working together whose customer profiles will help one another.”
Cuomo says the fact that there is no competition between the four brands has made it relatively straightforward to team up, adding that Charvet has even developed a base unit on its suites for Rational 10-grid combis while MCS induction technology is compatible with its offering.
“It is a little marketing co-operative which is completely loose and has no other strings attached,” said Cuomo. “We feel the pulling power of the four combined is greater than the sum of the individuals.”
The stand at the show will be divided into four equal parts and feature a rotating sign displaying the logos of each company. Each manufacturer will be able to have its own corporate colours in its specific segment, however.
Earlier this week, Rational confirmed that it will be highlighting the flexibility of its flagship SelfCookingCenter whitefficiency at the show. It said that its approach fits with the three companies it is sharing the stand with as all will be demonstrating “sustainable technologies for the restaurateur”.