Brand View: Turbochef unveils interactive showroom in Dubai
Today’s consumer is increasingly on the lookout for convenience. With daily lives becoming much faster, gone are the days where people could endlessly while away hours in a restaurant on a regular basis. Consumers are desperately in need of two things: good food, quickly.
TurboChef Technologies brought the TurboChef product to market in 1991 to assist in what it felt was a priority for commercial kitchens — speed cooking. TurboChef provides ovens to meet the needs of various kitchens, from small independents to multi-unit chains. The ovens can fit a range of establishments from kiosks, to coffee shops to full-production kitchens in hotels. The ovens feature proprietary technology that combines convection, high-speed air and microwave, to create higher heat transfer rates, up to 12 times faster than a traditional oven, and TurboChef promises food will be cooked “perfectly every time”.
“People are always on the move and want their food fast but they also want quality food,” says John Havens, regional sales director for the Middle East for TurboChef and CookTek. “That isn’t easy to obtain unless you have a kitchen staff full of highly-trained professionals. With TurboChef ovens, we take the guesswork out of cooking. Our culinary staff will assist with recipe development and settings and the ovens are easy to operate with minimal training required. Additionally, our vent-less technology allows you to install the oven almost anywhere without a hood.”
The range is made up of 14 different models with TurboChef assuring there is an oven to meet “every kitchen application”. TurboChef’s line comprises rapid cook ovens, conveyors and high-speed air ovens that can accommodate a full-size sheet pan or a single serving. And — keeping in mind every kitchen’s uniqueness — TurboChef offers the option of customising the colour to fit the outlet’s design.
Of course, there are a number of rival products available on the market which TurboChef does acknowledge. But not one has the “range or innovation” like what it offers, asserts Havens. “We not only offer the highest-quality ovens, we also have the best customer service and culinary support. We want to work with our customers to design future ovens and stay on the cutting-edge of what a kitchen needs,” he adds.
Though TurboChef ovens have been around for a long time, the brand owners are finding that chefs and other operators of the product really are not getting the maximum usage out of them. In a bid to show users that the product goes far beyond simply making pizza and toasting sandwiches, a showroom has been set up in Dubai’s Silicon Oasis where the product line can be viewed and tested.
“Many times, seeing it in person can move a person to understand how it can help their kitchens produce more, faster and quality food. We invite people to come by, or even call and ask us if something can be done,” says Havens. “People are pleasantly surprised by the speed, quality, and variety of items we can cook.”
WHAT YOU NEED TO KNOW ABOUT THE MIDDLEBY CORP:
The Middleby Corp is a global foodservice equipment provider that develops, manufactures, markets and services a broad line of equipment used in commercial foodservice, food processing and residential kitchen equipment industries. Its Middle East office opened in Dubai in February 2014, and the company said it would “better support growing demand” of the firm’s brands and products in the region.
ESSENTIAL INFO ABOUT COOKTEK AND ITS PRODUCTS:
Created in 1994, CookTek is an innovator in induction warming, cooking, and heated delivery systems for commercial kitchens and restaurants. From line-cooking to buffet holding, the induction units offer precise control for optimal cooking results. CookTek is also known for its induction-charged food delivery systems that keep food hot for up to 40 minutes.
• John Havens, regional sales director, TurboChef / Cooktek Middle East Region
• +971 58 251 6435
• Turbome@turbochef.com
• www.turbochef.com