Catering equipment fabricator TrakHupfer has taken the decision to rebrand its Liverpool-based operation to become Trak.
In a period of redevelopment and rebranding, Trak is transforming its firm as part of a new focus on delivering excellence to the UK foodservice industry.
Merging with its parent company the Hupfer Group in 1995, Trak has been trading as TrakHupfer in the UK for over 20 years, during which it has developed its customer base and delivered what it feels is quality German manufacturing to the UK market.
Philipp Schumacher, director at Trak, said: “The rebrand marks a fresh start for all of us here at Trak and is part of the new vision we have for our customers and further increasing the quality of our products and services.
“In the last few months we have been delighted to welcome new employees to the business and have been working hard on expanding our range of products. Following this, it only seemed right that a complete rebrand of the whole business would help to move Trak forward in order to keep up with the ever-changing technologies in the modern world.”
From a headquarters in Knowsley Business Park, Merseyside, the Trak team of engineers manufacturer a range of dishwash conveyors and systems and specialist counters, as well kitchen logistic equipment provided from Hupfer’s Germany-based factory.
Schumacher said: “The decision to rebrand TrakHupfer was something our team put a lot of thought into. The changes we have made have been decided purely with our customers in mind and becoming Trak has allowed us to become a full member of the Hupfer Group.”
He added: “We also understood that our old brand was slightly confusing to our current customers and potential new customers, as they didn’t quite understand whether we were known as just Trak or Hupfer, or see the line between the two companies.”
Now that the fabricator has completed its rebrand and reposition, it hopes to build up its reputation as a small, local manufacturer with a personal touch, but one with the backing and expertise of the Hupfer Group behind it.
Schumacher commented: “Trak has the full support of Hupfer and its main headquarters in Germany regarding the design, product efficiency and systems of our products, whilst still maintaining the ‘small business start-up’ vibe we had initially established.
“We hope that this rebrand will further establish Trak as a reliable and dedicated business with a focus on our customers and the products we develop, and we hope you all like what we’ve done.”
As part of the rebrand, Trak has launched its new website, providing an online gateway between its team and clients. From the site, visitors can find out about their ranges of kitchen logistics, dishwash and counter equipment, as well as view recent case studies and news.
Schumacher said: “We love our new website, it’s the exact platform we need to showcase our new rebrand and our impressive portfolio of products – we hope you like it as much as we do.”