Dealers got a chance to see the latest equipment from Williams, Falcon and Lainox
The first joint Dealer Day with Williams Refrigeration, Falcon Foodservice and Lainox event at Parts Town in Cannock, showcasing the ranges of equipment was a huge success.
The event took place on the 21st January and was designed to give dealers a valuable opportunity to see the latest equipment from the three Ali Group companies in action. They also got to experience how the diverse products on show work in conjunction to help solve kitchen challenges their end user customers commonly face.
Attendance was high with many of the UK’s largest companies being present. “There’s a good buzz around the event,” said Paula Wilkins, national accounts executive at AGGORA Group. “We’ve made a lot of new contacts!”
With the foodservice industry facing pressures from rising costs and the squeeze on kitchen space, operators are looking for compact equipment that delivers improved energy performance and helps speed up service without compromising on quality. Forty products were shown operating, giving dealers a chance to discuss real-world applications with the manufacturers as well as specialists from Parts Town.
“It’s not just about the day to day equipment, it’s about the future,” said Stuart Wraith, national accounts manager at Stephensons. “We’re looking at how we can help customers be more efficient, save money but also gain more from their investments. That’s what today’s event is really helping us to see.”
Williams showed off a selection of its latest products, including its innovative – and industry first – new MultiTemp cabinets and counters, which operate between +8°C and -22°C the award-winning, energy efficient Jade counters, and sector specific equipment such as Multidecks with hinged doors, two door Dough Retarder Provers, blast chillers, and the innovative ThawSafe.
Meanwhile, Falcon had a wide range of equipment on display, headlined by the brand new Cook and Hold ovens and electric cookline, consisting of various induction models, Flexipan, radiant glass top and electric chargrill. There was also a preview of the new electric fryers due to be launched later this year.
This was the largest and most varied display of Lainox equipment there has been at any event in the UK since Falcon began distributing Lainox products over ten years ago. Attendees were able to see examples of all Lainox’s major product lines, from the Naboo and Sapiens standard and compact combi models to the innovative new stacked compact combis and Oracle XS high speed ovens,
“I think they’re very good brands,” says Kyle Rolph, junior sales account manager at TAG Catering Equipment. “I’m quite new to the industry, but based on the demos I’ve learned a lot about them.”
Live demonstrations throughout the day gave visitors a chance to see many of the new products in action. Equipment that was demonstrated to attendees included Williams’ blast chillers, the Oracle XS from Lainox and Falcon’s cook and hold unit as well as their electric cookline.
Leanne Moorhouse, national account executive at Lockhart Catering Equipment particularly enjoyed this part of the day. “The live demos have been really good, really in depth and the food looks amazing!” she said.
With each of the three manufacturers having a reputation for innovation and bringing new concepts to the market, events such as this are a great way to educate dealers on what makes them different. As Finn Maton, equipment sales manager at MCFT put it, “It’s a much better experience than seeing it in a catalogue or online.”
“We’d like to say thank you to everyone who attended,” said Paul Bayer, national sales manager at Falcon, at the end of the day. “We’re grateful for the interest they’ve shown in our products and based on the feedback we’ve had we’re going to do it again in the future.”
Williams Refrigeration offers a comprehensive range of commercial refrigeration including gastronorm cabinets and counters, specialist bakery equipment, coldrooms, multidecks and blast chillers.
To learn more about Williams extensive product range visit www.williams-refrigeration.co.uk.