How do you maintain a balance between price and quality?

SIMON: Rational is a partner and advisor for the entire product life-span, providing care around the clock, and even for years after the initial purchase; this is all included in the same original price. ServicePlus is what Rational calls the services that go beyond the product and every customer will receive these automatically when buying an appliance. It also includes free software updates so that chefs can keep their units up to date with the latest technology.

EMRE: Quality has to come first, there’s no question about that; operators putting price first often end up paying more money at the end of the product life because the products they are buying don’t do the job for them. The key to this is to make a good assessment of the place and an analysis of the needs, then select the right product for the application. Cambro does a lot of those assessments leading to recommending the right solutions to our customers. Quality in foodservice is really critical, this is how you keep your customers and build a reputation too. At Cambro our tag line is “trusted for generations” meaning our products are reliable and strong that they can see generations using the same items.

LLOYD: Convenient and practical features like stackable, robust and replaceable items are criteria that matter a lot to our customers. Price also plays an important role. As a premium brand, known for both quality and design, we cater to different needs and expectations and provide superior solutions which meet the expectations of design and functionality, in different shapes, colours and designs.

How much importance do customers place on after sales service?

SIMON: Our customers value the comprehensive service that we offer. Rational is known for offering customers comprehensive services even after the sale, and remains at its customers’ side long after the purchase, providing support with improving their day-to-day routines in the kitchen; whether this is saving resources or getting even more from the appliances themselves. With every purchase of a Rational cooking appliance, the customer will also receive a free service package that they can use as long as they have a Rational appliance in their kitchen. This package is referred to as Rational ServicePlus and also includes a two year manufacturer’s warranty.

EMRE: Our products do not require much after sales service; the most important after sales service that operators need with Cambro is to have local stock that is easily accessible. This is a demand of the market that we can offer to our customers in all countries in the region.

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