Lincat unleashes website aimed at revolutionising catering equipment purchases

Lincat homepage

Lincat has pressed ‘go’ on a new website that can comfortably stake its claim as one of the most advanced and comprehensive ever launched by a catering equipment manufacturer in the UK.

The new site is the culmination of an exhaustive 18-month web development project and is set to transform the way operators interact with the brand on a digital level and source information.

The investment that Lincat has made in the project has been backed by parent company Middleby Group and represents the first time that any of its worldwide businesses has undertaken such an extensive initiative.

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The navigational structure and menu design of its former site has been completely overhauled and simplified, but more significantly operators now have the ability to compare and choose equipment, access detailed technical product information, and even buy spare parts.

Detailed information on power supply, size, installation and specification can be accessed easily and is updated in real-time, with intuitive filters simplifying the selection process given the breadth of its portfolio – Lincat offers no fewer than 172 fryers when you take into account all variants, for example.

A comparison tool – similar to what many customers will be familiar with when shopping online as a consumer – allows users to compare all product models instantly.

And in what is understood to be a first for the commercial kitchen sector, operators can now purchase Lincat spare parts online thanks to the creation of a spares library that has involved the manufacturer taking more than 3,000 photographs and cross-referencing each one.

Parts can be searched for by serial number and stock levels checked, so that accurate choices can be made, and delivery times understood. Previously, spares purchases were handled manually, there was no organised system for identifying parts online and transactions were limited to office hours.

“Nine to five is something of the past,” said Helen Applewhite, marketing manager at Lincat. “People want to access information instantly and make purchases 24 hours a day, seven days a week – the catering industry is no exception. The clean, simple design and functionality of our new website reflects this and we’ve incorporated an array of useful tools and features that will make the purchasing decision easier for end users.”

Technical documents, ‘how to’ guides and building information modelling (BIM) models can be downloaded instantly from the site too.

And for complex Panther and FriFri products that are often difficult to specify, the new website is equipped with product configurators. Users can build products tailored specifically for their clients’ needs, using an easy, step-by-step system, simplifying the purchasing process.

Mrs Applewhite stressed that operators will not be able to purchase directly through the website as all sales will still be channelled through dealers.

However, the site includes a revamped dealer-log in area, which will enable its dealer partners to develop projects, check stock, buy online, arrange multi-drop shipping, review orders and download invoices. “By radically improving the support we offer to dealers, we are confident that we can improve the service we provide to our customers.”

“The investment that has been made in our new website represents a huge vote of confidence in Lincat by our parent group, Middleby. It will help us to achieve our ambitious growth targets, give Lincat a unique, competitive edge and place us head and shoulders above the competition,” concluded Mrs Applewhite.

Lincat’s brands include Opus Combi Steamers, Opus 800, Phoenix, Silverlink 600, Lynx 400, FriFri, FilterFlow, Panther and Seal.

The new website can be viewed HERE.

Tags : Lincat
Andrew Seymour

The author Andrew Seymour

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