Do you see commercial potential in the mid-market hospitality sector?
For Manitowoc, the mid-market hotel sector is recognised as one of the largest growth markets globally, with hotel groups big and small placing concentrated investment into improving and standardising their offerings. In the majority of circumstances, the recent improvement in mid-market properties are very exciting and will massively change the average traveller’s perception of mid-market hotels. For all manufacturers and suppliers of catering equipment and periphery supplies, the commercial opportunity in this sector is enormous and will continue to be a major focus for the foreseeable future, as these concepts continue to grow and adapt to an ever changing and growing market.
What sets Manitowoc apart from the competition in this sector?
Manitowoc Foodservice, being one of the largest commercial catering manufacturing groups, can support mid-market hotels in concept creation and implementation into whatever region they enter across the Middle East market. We also understand that this market has increasing quality standards, so our capability to provide “The Easy Touch” control panel, that can be pre-programmed via a USB across many of our brands is key to easier operational use. We are able to work closely with the food suppliers to ensure that the menu development work is fully managed at our regional development kitchens, as we have at our new facility in Dubai at Silicon Oasis. This means that we train the equipment into the operation, we are teaching operators (not always chefs) how to push an icon on a control panel rather than how to cook.
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Why do mid-market hoteliers choose Manitowoc over other competitors on the market?
It is our ability to assist in creating a concept and taking this to the varying markets with full support – technical, culinary and with a full after-sales capability; that allows Manitowoc to bring the full package. Typically, within this sector, our package would include Convotherm, Merrychef and Garland Induction; this package can dramatically reduce the kitchen footprint and the staffing levels typically associated with running the operation. When you then take in the “asides” to this, with reductions in food wastage and utility / running costs, all created by the use of “Easy Touch” control panels – we become a strategic partner for all parties involved within the sector.
What obstacles have you encountered in developing your business in this region?
The Middle East market is a very competitive market, where most of the recognised foodservice equipment suppliers are present. It requires a lot of effort to assist our customers in selecting the right equipment, based on their needs – not only on price. The second obstacle has been the new regulatory requirements like SASO in the Kingdom of Saudi Arabia or KUCAS in Kuwait. Having all products meeting the new requirements brought some additional complexity in our processes. Then service is key to our success; that’s why we have invested in a brand new training centre that will help us do more for our customers.
Tell us about your mid-market plans for the coming years in the region?
Manitowoc Foodservice in the Middle East will be seeing concepts that we have worked on alongside various partners in the hotel sector coming to fruition in Dubai and Saudi Arabia from 2017 onwards. These concepts will then move into other states within the region soon after. This will inevitably raise our profile within the mid-market sector very quickly as operators understand how easy our offering to this market is to operate and the great savings it brings with it. When you then couple this offering with the full support we can place behind it in continuous menu development and complete technical support – it then becomes a “no brainer” to want to work with Manitowoc Foodservice. The demands of the region will continuously change and we will ensure that our business moves with these demands, and our positioning within this market will allow us to also assist our partners need to adapt quickly and seamlessly and keep their concepts fresh.
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