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True adds a splash of colour to refrigeration market as kitchen customisation trend gathers pace

True Refrigeration stand HOST 2019

An appetite for greater levels of refrigeration customisation among foodservice operators has seen the orders roll in for True Refrigeration following the launch of its TCR range earlier this year.

The True Counter Refrigeration portfolio can be configured in more than 550 ways and, with an A+ rated label, it is among the most energy efficient on the market.

Chris Cope, marketing coordinator EMEA at True (pictured below), said the launch of TCR had also changed perceptions of the brand within the European market.

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“Historically, we were an American manufacturer who made equipment in America and shipped it over here. Now we are designing things specifically for Europe, in gastronorm sizes, and TCR is really leading the charge with that because it is the most energy efficient on the market and features of all these different configurations. We are getting a lot of good feedback from it.”

He added that customers increasingly want to be able to customise equipment or demonstrate a specific requirement they are looking for.

“If you are an end-user and say ‘I have got this space, can I have something built for it’, it doesn’t quite work like that but we have enough options now that we have something that fits – even for prep tables we have something like 37 different options, so we have a solution that should fit every operator.”

Mr Cope said the growth of the range had also been well-received by consultants, particularly as it can now offers a full gastronorm range – which wasn’t always the case.

“We now have 1/1 gastronorm counters, 2/1 gastronorm uprights and we also have the small 150 litre undercounters – they are the three main pieces that we see consultants look for when they are designing a kitchen. So we have a full solution for them now, all backed by our five-year parts and labour warranty on everything.”

All of True’s counter refrigeration can be customised in any RAL colour, allowing operators to choose any tone.

“Refrigeration is not just about back-of-house kitchens anymore – people want open kitchens, they want to be able to prepare fresh food in front of customers, so it has got to look nice – it is still a stainless steel box that keeps things cold but it has got to look attractive now as part of a whole scheme.”

Tags : RefrigerationTrueTrue Refrigeration
Andrew Seymour

The author Andrew Seymour

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