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Breakthrough expansion while keeping it authentic

RATIONAL’s combination ovens deliver perfectly on both food quality and reliability for supercenter retail chain’s take-out food section in Thailand.

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Business Units

Technology

Business Lines

Hospitality Equipment

Services

Distribution and logistics, After-sales services, Sourcing, Marketing and sales

Markets

Thailand

The RATIONAL Group is the world market and technology leader in the field of hot food preparation for professional kitchens. Founded in 1973, the company employs more than 1,800 people worldwide and has over 750,000 appliances on the global market. Rational, known for its high quality, versatile and efficient products, has been in Thailand for more than 15 years.

Our primary focus is on customer benefits and we aim to exceed customer’s expectations by working closely with Asean chefs to understand their needs and offer customized solutions to ensure that the end-user fully maximizes the efficiency of the Rational unit. We are very pleased that our partner DKSH is able to help us realize these objectives

Millie Chan, Managing Director, Rational Cooking Systems Pte. Ltd.

Challenge

As one of the largest supercenter retail chains in Thailand was looking to expand their take-out food section, they were sourcing for a commercial kitchen solution that would be able to meet the stringent requirements on food safety and continuous monitoring of quality, while maintaining the authentic flavor of traditional Thai cuisine that appeals to local consumers.

Approach

The supercenter had an extensive decision-making and purchasing process including menu evaluation, field testing, cost analysis and engineering services assessments. To demonstrate that RATIONAL’s equipment can meet all the rigorous requests from the customer, DKSH’s professional chef collaborated with the customer on food preparation, provided product demonstration and supported in menu development.

In parallel, DKSH’s marketing team shared analysis on the comparison between traditional cooking appliances versus RATIONAL’s SelfCookingCenter in terms of both efficiency and flavors. DKSH also provided tailored and comprehensive service support at every stage of the bidding process.

Result

DKSH successfully demonstrated the unmatched performance and capabilities of RATIONAL’s SelfCookingCenter and convinced the supercenter customer to replace their traditional cooking appliances.

Not only was the customer able to record an increase in sales from their take-out food section, they also managed to enhance food preparation efficiency, maintained food quality and consistency and launched a menu full of authentic Thai flavors that satisfied the local consumers’ cravings.

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