Hospitality Show 2011

Hospitality Show Birmingham Jan 2011

Just to let you know that we will be exhibiting at the Hospitality show in Birmingham 24-26 Jan.

We would really be interested in your thoughts on this.

It is our intentions to not only show our equipment but to actually use it and have a “Live kitchen/Demonstration section”. Now this is aimed at showing the flexibility and giving practical examples ofwhat can be achieved. Then when we talk about energy saving, more yield, easy clean etc, you cansee it for yourselves.
This is where we want your thoughts please; people within our industry have mixed feelings abouttrade shows. We are trying to gauge a true response not one that the organisers want to sell to you.
Have trade shows had their day
Do you prefer the large national shows or more regional events?
Is Birmingham NEC a good location?
When at the event, do you like to see live demonstrations?
How does this help you?
Or is it just somewhere to stop for free food and pretend to be interested? (We’ve all done it!!!)
Would a celebrity chef influence any buying decision?
Have you ever ordered a piece of equipment at a show?
Hopefully your answers will help us position our company around what you like to see.

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Italy Trip

We recently took 12 dealers over to Italy and like most trips, whether it is with children or dealers, it started of with something going wrong, one of the party lost his wallet on the way to the airport. Although we think that was just an excuse in case he had to buy a round at the bar!!!

We started of with a trip to the Moduline factory and along with product training we also had a demonstration by Modulines chef Paul O’Niell on the regeneration methods we use.

The regenerated breakfast turned out great and he even regenerated the fried eggs to perfection. We also demonstrated the new cook & hold ovens and brought out a Turkey after 16hours from the oven that a former multiple carvery chef described as the best he has seen and tasted. (By the way the guy that lost his wallet wouldn’t stop eating the Turkey – probably thought he had to pay for his meals also!!!)

Next to we set off to Silko and Hiber we’re we were met by mad Tony, so typical of this area of Italy, he will use 50 words were 5 will do!!!

The party spent some time considering our one piece top options for the chef who wants that next level but is still controlled by budget restraints.

In the evening we were lucky enough to be able to visit Venice, and after getting the taxi boat we ended up in Piazza San Marco (often known in English as Saint Mark’s Square) this is where the cultural divide of our guests kicked in. Sat in a bar in the square listening to classical music relaxing, whilst some where looking for the nearest Irish Bar. There’s always an Irish bar in every city in the world…Just incase you didn’t know the guy that lost is wallet was one of the latter.

The first day having seen new concepts and idea’s within Moduline and the flexibility and robustness of Silko against its competitors we went to Marrone. This was a leap of gigantic proportions. Everything is custom made and sits at the very top in terms of quality against anything in the market.

Before I forget, we told the guys that it was a casual dress day because of a later return to the UK. When we arrived we were greeted by Armando the M.D. of the company who firstly thought he would let the coach driver know when to return to pick us up. So he started talking in fluent speedy Italian to the most casually dressed guy. Unfortunately that was the oldest member of our party. Must send Armando the book “How to win friends and Influence people.” Everyone was blown away by the passion, quality and environmental savings that Marrone has to offer.

Our final thought on this is that we do not have show rooms full of dead equipment. It is not environmentally sustainable and is not cost effective. We aim to utilise the factories as our showrooms and to cover the environmental costs for every visit we plant a tree for each person to offset any carbon emissions the trip may lead to. The Tree will go on to produce the equivalent co2 of the flight every year. This is something that we will continue to monitor and intend to write a blog on this matter in the near future for your consideration.


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Seeing is believing

I read an interesting article on the BBC website yesterday about The science of optical illusions I would suggest everyone takes a look it really does highlight the fact that we make so many assumptions everyday and much of what we assume to be true is far from it.

I think this is perhaps something that we should all bare in mind whether it is managers assuming they understand how to motivate their staff, marketers assuming they know what customers want or consumers assuming the market leader is the best product. It is important when possible to take a step back and look again at situations more often than not the real facts are quite different what you assumed was going on.


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Country of origin, is it credible?

Should country of origin be important in our industry like it is in others?

If you have ever seen any adverts for alcohol in particular spirits, and let’s face it you can’t avoid them, you may have noticed that many of them concentrate on country of origin (where the product is made). Vodka from Russia, whiskey from Scotland, wine from France, cider from the West Country the list goes on. This doesn’t just happen with alcohol though many brands use country of origin as a cue for consumers towards the quality, style and value of their products.

Well this got us to thinking; we don’t really see any of this type of advertising in the catering equipment industry. Now the fact that it works well with alcohol, cars even music doesn’t mean that it would work with catering equipment it doesn’t even mean it is necessary but we thought it was at least worth looking into.

There are some definite stereotypes when it comes to products from certain countries, often it is assumed products from Germany are well built with good functionality, products from China are thought of as cheap, those from the US as big and sturdy and then those from the likes of Italy and France as being built with finesse. As far as we can tell these stereotypes exist in our industry just as much as in others yet this is not a message that is readily communicated to consumers. There is one other consideration when it comes to catering equipment though and that is people perception of the type of food synonymous with a products COO (country of origin).

We often assume that people are rational beings and makes choices based on facts and logical arguments. However we should never underestimate the emotional aspect of consumers buying decisions. It is this irrational, emotional part of a consumer COO is appealing to, after all I’m sure we would all admit that it is more than conceivable that a quality product could come from china or a poor one from Germany or indeed that a product from Italy could be built with function taking precedent of style (WARNING: yes this is blatant undeniable self promoting, see our Moduline, Silko and Marrone ranges ).

It seems there is massive scope for a debate on the use of COO as a marketing tool on the one hand it does seem to patronise customers presenting them with COO over information needed for a rational decision yet on the other hand it does provide a lot of information to consumers about a product without requiring a lot of effort on behalf of the consumer and providing that the product matches those stereotypes of the country in question there is less of an ethical question to be answered.

Separate to this is the concept that COO can give information about the environmental and economic impact that a product may have. How far has it been shipped? Does the COO have good environmental policies over production of such equipment do the workers in that country have good working rights and receive a fair level of pay? However it is probably best if we keep this can of worms closed and instead open it on another day.

Have you used COO in your advertisements? Would you consider it? Do you think it is something that needs to be communicated or is just a cheap gimmick?

Or maybe you have received adverts with COO as a main feature what did you make of them? Do they help in your decision making or do you think it’s only there to take your attention away from the fact of figures of the equipment?

Any thoughts on the topic would be very welcome.

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cheflinesolutions welcomeWelcome to the Chefline Solutions blog. We hope this proves to be informative for you but above all we hope you enjoy reading it. We will try to be as entertaining as we can and hope to offer an informed and as unbiased as possible look at the industry as well as keeping you to date with events within our company.

We aim to update this page as often as possible and would really appreciate your feedback and comments. No question is too trivial and no statement (so long as it can be supported) is unwelcome.

If you have a more general enquiry regarding our company or products please take a look at our website,, send us an e-mail to or give us a call on 0845 459 1760

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