Nisbets yesterday revealed plans to increase its digital capabilities with a dedicated online information resource for restaurant owners as it bids to become seen as more of a “solutions provider” for the industry.
CEO Klaus Goeldenbot and senior executives from Nisbets were joined by members of the press and customers, including chefs Adam Handling and Tom Brown, and restaurant manager Emma Underwood, to unveil the ‘In Place’ platform in London.
In Place will serve as a tool for customers to access a series of shared experiences, advice and support in tackling issues that matter to busy restaurants, from food safety to equipment specification.
Mr Goeldenbot told FEJ that the Bristol-based outfit is keen to play a more prominent role in supporting customers.
“I think Nisbets is seen as a business that is very good at doing the basics brilliantly, so next-day delivery, having a broad range, having products in stock, and those are really fundamental to doing catering equipment supply very well. But there is a lot more that we can and want to do to make sure that we can actually help our customers do great things in their everyday life and to help them solve some of the issues they face.
“There is plenty of stuff going on in the market at the moment, whether it is Brexit, food price inflation, labour shortages or topics such as efficiency and food safety, and I think we can do a lot more as a business to help and to take part in that dialogue. And for me, In Place creates a virtual library where customers can come in, browse, and relate to topics that may keep them awake at night or they have issues with.”
Mr Goeldenbot said the aim is to expand on the number of topics covered within the platform at the moment to ensure the content is “dynamic” rather than “static” and hopes to encourage input from customers to create an online community.
“We see Nisbets as a catalyst and a platform that can bring people together and where we can become someone who is seen as a real solutions provider, and I think that is what’s behind In Place.”
Asked whether he expects it to drive online sales – currently Nisbets’ fastest growing channel – he replied: “Of course, hopefully as a consequence there will be more sales online, but I think that while that is in the background as a commercial element to things you do as a business, the more strategic element behind it is to develop the business from a pure product-selling organisation to an organisation that offers a lot more, including value added solutions.”