Profitability and reliability drive microwave sales, reveals Samsung

Commercial microwaves are a mainstay of most professional kitchens and, according to one of the biggest brands in the business, operators have some pretty consistent expectations when it comes to their specification.

Samsung provides a wide range of systems for chefs and its appearance at Hotelympia this week has reinforced its view that buyers are very clear about what they are searching for.

“I think in a lot of cases they are looking for a microwave they can make money on and one that is reliable, so in many ways that story hasn’t changed,” Samsung’s commercial channel sales manager Willie Robertson told FEJ yesterday. “What we want to do is make sure we are selling them the right type of product for their market place and their end-user, so we have been back on that education drive this week. If you provide people with the right model for what they want it to do in the first place then it should look after itself from there.”

Samsung usually exhibits alongside sales partner Nisbets at UK trade shows, but this year it has its own branded stand. Mr Robertson said the arrangement has worked out well for the brand, with visitors keen to learn more about its offering.

“We are getting a lot of enquiries from people who we wouldn’t necessarily have had an enquiry from in the past. They might do a volume from 20 units to 100 units of microwaves a year but don’t do Samsung, so that’s an opportunity for us really.”

Samsung has been carrying out live cooking demonstrations on its stand throughout the week, while the exhibition has also given it a platform to showcase its CM1929B model, an 1850W microwave that boasts Bluetooth capabilities.

Mr Robertson explained: “The Bluetooth model is still in its infancy in terms of its development, but we wanted to test the water and explore whether any larger chains would be interested in that type  of technology because it offers them speed and efficiency that they might not otherwise get, particularly if they are doing a lot of seasonal menu changes.”

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