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Hobart launches dealer-only cooking brand

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Hobart is rolling out a specialist commercial cooking range that will only be available to end-users through an exclusive network of UK dealer partners.

In a move that echoes similarities with the dealer-focused Hobart Independent model that it uses for its warewashing brands Ecomax and BarAid, Hobart’s Cooking Solutions division will only sell the Wolf brand through authorised distributors.

Wolf has been part of the Hobart product stable for a long time, but the brand has been completely re-engineered to fit with the new dealer sales strategy.

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The heavy duty range is produced in 700 and 900 series formats, with Hobart vowing that it will tick all the boxes in terms of performance, durability and lifecycle costs.

Hobart UK has been working on creating a dealer-only range since its cooking, warewashing and services activities became separate operational divisions more than 18 months ago.

Ian Garner, who leads the Cooking Solutions business, said dealers could be certain that Wolf will stand up to anything else on the market.

“Wolf is high-end, powerful kitchen equipment that is built to last — so it is a good investment for operators looking for durability and reliability over many years of use,” he insisted. “It has been ergonomically designed and manufactured to deliver the performance that modern kitchens demand.”

Hobart is aiming launch the range though around 15 distributors that it has handpicked in the UK. One of the most compelling aspects of Wolf’s positioning is that it fits naturally between sister cooking ranges MBM and Bonnet.

Future phases of the Cooking Solutions division’s strategy will involve driving more sales of MBM and Bonnet through the dealer channel, although it is understood that Wolf will remain the only dealer-exclusive line for now.

“The Wolf range is very flexible and can be installed in any kitchen because it is available as standalone units or available as suited units,” added Garner. “This allows the range to be tailored to the individual requirements of any chef. The range has also been designed to facilitate easy cleaning because hygiene is paramount.”

The Wolf series includes oven ranges, induction, fryers, griddles, chargrills, pasta cookers, bain maries, bratt pans and boiling kettles to meet the needs of all styles of catering outlets. Wolf features a laser cut top for a seamless finish and the 900 series uses a 3mm steel top.

Tags : catering equipmentcookingdealersHobartManufacturersranges
Andrew Seymour

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