Lincat’s Chris Jones insists Synergy tie-up is a winner for dealers

Chris Jones
Lincat MD Chris Jones believes the Synergy Grill tie-up will benefit dealers.

Lincat expects dealers to benefit instantly from its technology licensing partnership with Synergy Grill once the product is available for shipment next month.

The addition of two Lincat-badged Synergy models to the manufacturer’s Opus 800 cooking range will provide existing partners with access to what is designed to be an efficient grill platform.

As the Synergy Grill will be contained within a Lincat chassis, it will mean the product can be suited with other Lincat cooking appliances.

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MD Chris Jones explained: “Dealers will be able to benefit from the whole Lincat solution if they buy a Lincat kitchen and we will go in and provide a single point of training so they are not dealing with two separate suppliers.

“There is no other company with the same technology in the UK and as we are a UK manufacturer and pride ourselves on being a UK supplier, it is a perfect fit. We are going to put a significant marketing and sales campaign behind it so we are confident that we can show strong growth given the strength of the two brands.”

Lincat sales staff were informed of the tie-up last week and will be fully trained on the technology. It is not currently known what the price differential will be between Lincat’s most expensive grill and the Synergy version.

As revealed by Catering Insight’s sister title Foodservice Equipment Journal yesterday, the move is highly significant for Lincat as it gives the company access to a patented gas burner system, which achieves hot temperatures that atomise fat and eliminate the need for a fat tray.

By incorporating gas and air in addition to using heat-capturing ceramic technology, Synergy Grills claim to use nearly 60% less gas than conventional grills.

Commentators will point out that the partnership bears similarities to the OEM contract Lincat has held with Rational for almost 20 years in the UK, although Jones insists there is a distinction.

“Combination ovens were a product that we didn’t have within the Lincat portfolio so it was a natural progression, whereas this is slightly different because Lincat itself sells hundreds and hundreds of units of chargrills so we have been classed as competitors. But I believe the technology is so advanced that with our structure and support, and our market penetration, we can grow our business and naturally they will grow their business on the back of that as well.”

Synergy, meanwhile, will be hoping Lincat’s renowned dealer pedigree will rub off on its own business.

The partnership coincides with the launch of the new Authorised Dealer Programme, as announced last month, aimed at providing dealers with improved tools and rewards for being proactive ambassadors of the brand.

Justin Cadbury, chairman and CEO of Synergy Grill, said: “We recognise that selling Synergy Grills is very different to selling a standard chargrill or griddle. Synergy Grill is a premium product that is packed with the latest award-winning technology. As a consequence it has many unique selling points including 59% gas savings, fat atomising technology and significantly improved food quality, all of which give the end user a competitive edge in the marketplace through cleaner, safer and more efficient kitchens. We have built a network of proactive dealers who recognise the potential that the grill that can deliver and we want to assist them further in communicating the key messages.”

Suppliers can become Authorised Synergy Grill Dealers by invitation only, but as part of the programme they can expect to receive interactive training, live cook events, regular communications, access to marketing resources and a new rebate scheme.

The company has also just revamped its pricing structure that it says “better reflects best industry practice and which rewards those on the Authorised Dealer Programme”.

Tags : businessgrillsLincatpartnershipsynergy grill
Andrew Seymour

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