Rational embraces the power of online
Rational embraces the power of online
Rational’s online transformation helps the company broaden its support network.
Eye level customer relationships at industry trade fairs and nationwide cooking demonstrations are big parts of the Rational brand reputation. By rapidly adopting online processes for the company’s communications, including navigating around the pandemic restrictions, Rational has transformed its engagement model. This has been achieved by combining both physical and digital relationships, giving customers even more accessibility to the manufacturer.
As Adam Knights, Rational’s marketing director says:
“It quickly became clear that we could turn this sudden and unexpected challenge to our traditional mindset into opportunities to find new ways to engage with customers.”
This begun with the product launch of the iCombi Pro and iVario Pro cooking systems. Just weeks away from a planned live spectacle, lockdown restrictions forced Rational to launch the products to a wide-reaching audience using digital platforms. The positive response to the successful digital launch galvanised the marketing team, giving them the confidence to explore the power of online further.
Alongside a series of newly created videos introducing their cooking systems, Rational developed a series of interactive online webinars aimed at providing chefs from different sectors of the industry with specific and relevant information to their needs.
Adam continues:
“Naturally we couldn’t replicate the smell, taste, and experience of our live demonstrations, so we looked at what alternative benefits we could bring to this new Rational experience. One of the most valuable things for our customers is their time.”
With Rational holding events online, as opposed to on site, a greater number of people from the same workplace could attend without hindering their daily operation. Meanwhile their time commitment was reduced, since they didn’t have to travel, and as they were being presented with sector specific information, customers knew that the time spent would be relevant and valuable.
“Our goal was to be informative and supportive, whilst retaining efficiencies for the customer,” says Adam. “By going digital we were able to stream the new Rational experiences directly into their place of work or home, via their PCs, phones, or tablets. As a result, the number of digital event attendees this year to date has exceeded the total number that attended live events for the entirety of 2019.”
Continuing the company’s digital journey, Rational launched Expert Chef seminars. The first seminar in the series saw one of the UK’s most influential Indian chefs, Rehan Uddin of the Asian Restaurant Owners Network (ARON), showing how Rational’s cooking systems can replicate traditional Indian cooking techniques as well as allowing chefs the freedom to experiment with different methods. Following a particularly turbulent year for the foodservice and hospitality industry, Rational also launched regular seminars with expert panels discussing hot industry topics.
“As well as the expert panel knowledge, we get the live feedback and questions from attendees which helps bring these perspectives right up to date. “Being able to bring the industry together like this not only helps us to understand our customers’ needs but also, we hope, helps to inspire and encourage them.”
Having attended an online event, customers who would like to know more about Rational cooking systems have the opportunity to participate in a live demonstration, held in a local venue. This allows them to experience the Rational cooking systems first-hand, supported by a Rational professional chef.
Adam believes the potential for digital events is enormous.
“The new Rational experiences help us keep our finger on the pulse of what’s really happening in the industry. Rational has always been a chef’s company, so anything that helps us recognise the challenges and pressures chefs are facing is invaluable. The more we understand, the more we can help.”
To find out information about future events and to watch videos of past ones please visit www.rational-online.com
Rational’s new Live online events demonstrate all-day menus for Food to Go and Fresh to Go
Rational’s new Live online events demonstrate all-day menus for Food to Go and Fresh to Go
Rational has launched two new dedicated webinars, Food to Go and Fresh to Go Live online.
Food to Go Live online is targeted at convenience stores, in-store bakery, counter service and forecourts, with the event focusing on pre-prepared foods such as bread, pastries, porridge pots and wraps, showing how a huge variety of snacks and meals can be prepared in Rational’s iCombi Pro combi steamer. The Fresh to Go event looks at how operators such as butchers, delis and supermarkets can cook fresh food to go, such as roast joints, bread and bespoke ready meals, using both the iCombi Pro and the iVario Pro cooking systems.
During the online events a Rational chef demonstrates how Rational cooking systems can be used to either introduce a food to go service, or to expand an existing offer with snacks and meals throughout the day. They’ll cover breakfast, lunch and dinner, along with bread and all-day sweet and savoury snacks, and look at food delivery options. While the Rational chef gets busy cooking, an expert host is on hand to answer questions via the chat function.
Ross Crook, Rational corporate chef says:
“Food to Go has been a growing trend for many years, but the pandemic has driven it even harder, especially in terms of food delivery. These latest webinars show how the Rational cooking systems can prepare everything an operator needs for a complete food to go menu.”
A key consideration in many food to go outlets is that staff may not be trained cooks. The Live online shows how easy it is to prepare food in the Rational cooking systems, simply by following the touchscreen instructions. Since staff won’t have to monitor the food the appliances tell them when it’s cooked or when they need to take action – they can get on with other tasks such as serving customers.
During peak periods operators may be dealing with many different orders at once. The webinar covers the ability of the Rational cooking systems to cook lots of different foods simultaneously, speeding up production, saving time and reducing energy consumption. A key benefit here is that customers are happier as they don’t have to wait for long!
The Food to Go team at Rational is highly experienced. During the webinars they’ll demonstrate just how easy it is to introduce a Food to Go offer in store using Rational cooking systems, how they can enhance the existing customer offer, and how they can increase revenues.
The Live online events are free to attend and you can register at rational-online.com. To find out more, talk to your Rational representative or visit the Rational website.
RATIONAL is the leading provider in hot food preparation equipment and, with the iCombi Pro and the iVario multifunctional cooking system, the company delivers 95% of all conventional cooking applications. Rational’s ConnectedCooking allows operators to monitor, manage and update their Rational appliances remotely, from a PC, tablet or smartphone. iKitchen is the combination of the iCombi Pro, iVario Pro and ConnectedCooking – iKitchen delivers the best kitchen management and the best cooking solutions. For information and brochures, or to find out about free Rational Live online demonstrations, call +44 (0)1582 480388, freephone 0800 389 2944 or visit www.rational-online.com
ceda Platinum Partner Rational launches intelligent leasing scheme for foodservice operators
ceda Platinum Partner Rational launches intelligent leasing scheme for foodservice operators
Rational offers foodservice operators an iCombi Pro from just £5 a day – and an iVario from £8 per day
Rational has launched a leasing scheme making it easier than ever for operators to get an iCombi Pro or an iVario, with costs from as little as £5 per day. The scheme is designed to be as flexible as possible, to allow for different budgets, cash flows and aspirations.
The Rational Leasing Scheme is operated in partnership with the CF Capital PLC (CF), one of the UK’s largest sales aid leasing and financial services organisations. CF has excellent customer service, offering high acceptance levels and competitive rates.
Customers who are interested in finding out about leasing a Rational cooking system can do so via the Rational nationwide dealer network. Rational and CF have created an online portal where dealers can create bespoke customer leasing packages, including a quotation calculator, instantly.
Simon Lohse, managing director of Rational UK says:
“The Covid-19 crisis has led many foodservice businesses to look hard at their budgeting, “We felt a dedicated leasing scheme would be one way to support them in their growth. We wanted to work with a leasing company that was not only accommodating of our customers’ circumstances, but that could also adapt schemes to suit specific purposes. We didn’t just want an off-the-shelf package, we wanted a leasing scheme that is intelligently constructed to offer maximum flexibility and maximum benefits. We believe the scheme CF Capital has created with us fits the bill perfectly.”
Rational is known for the quality of its products, and their longevity.
Lohse continues:
“A Rational iCombi or iVario multifunctional cooking system will give years of valuable and loyal service. “The scheme can run up to five years and then there is the option to buy.”
Costs for the iCombi Pro range from £5 per day, for the iCombi Pro XS, to £23 per day for the iCombi Pro 20-1/1, which is suitable for producing up to 500 meals per day. The smallest iVario cooking system, the 2-XS, is £8 per day. Meanwhile the iVario Pro XL, suitable for up to 500 meals daily, is £17 per day.
The scheme is also available for the iKitchen package, covering both an iCombi Pro and an iVario. Examples include £20 per day for the iCombi Pro ten grid (10-1/1) combi steamer with the iVario Pro 2-S, which has two 25 litre pans.
Leah Wright, CF’s head of the commercial catering channel, says,
“We are really excited to be working with Rational. We know that many foodservice operators aspire to own an iCombi Pro or an iVario. CF has the range of financial products that will allow the maximum number of businesses to take advantage of the considerable benefits of leasing Rational appliances.”
To find out more about the Rational leasing scheme, email rational@thecfgroup.co.uk or call 01279 759359. ceda members are advised to contact their own account manager for specific information.
ceda Platinum Partner Rational introduces its iVario Pro multifunctional contact cooking system.
ceda Platinum Partner Rational introduces its iVario Pro multifunctional contact cooking system.
iVarioBoost: maximum power and precision cooking with Rational’s new iVario Pro.
Heating system is four times faster than conventional technology.
Rational’s new iVario Pro cooking system sets a new standard in precision temperature control combined with ultra-fast cooking. The speed and accuracy is down to iVarioBoost, the intelligent energy management system, which is up to four times faster than conventional cooking appliances.
iVario Pro is the latest version of Rational’s multifunctional contact cooking system. Available in a range of models, with a choice of one or two cooking pans, the iVario Pro can be used to boil, pan fry, deep fry, griddle, pressure cook and confit – in one space-saving unit.
The patented iVarioBoost heating system features ceramic heating elements built into the fast-response, scratch-resistant pan bases, delivering precise and even heat distribution. With iVarioBoost, the iVario Pro can heat up to 200°C in less than 2.5 minutes and the largest model, the XL, has enough energy to cook 45kg of beef fillet stroganoff in 20 minutes, or 15kg of pasta in 22 minutes.
iVarioBoost is so powerful that when cold liquid is poured into a casserole, for example, there is a minimal drop in temperature with a quick recovery. Equally, the system’s intelligent and precise temperature control prevents foods such as milk-based puddings and sauces from sticking or boiling over. This intelligence assists chefs to achieve perfect, consistent cooking results every time.
Because iVarioBoost’s intelligent energy management system constantly monitors the cooking process, it uses exactly as much power as is required, minimising energy consumption. In fact, the iVario Pro is ideal for the modern, sustainable foodservice kitchen, since it uses up to 40% less energy than conventional equipment. Meanwhile, the opportunity to use the balanced power option on the largest models in the range, iVario Pro L and the Pro XL, offers a lower connected load option. Managing director of Rational UK Simon Lohse comments:
“The iVarioBoost offers maximum power and precision, delivering high quality and consistent results while at the same time saving on energy.”
There are three models in Rational’s iVario Pro range. The iVario Pro 2-S has two 25 litre pans, the Pro L has a single 100 litre pan and the Pro XL a single 150 litre pan. In addition Rational offers the iVario 2-XS, a smaller unit that has two 17-litre pans.
RATIONAL is the leading provider in hot food preparation equipment and, with the iCombi Pro and the iVario multifunctional cooking system, the company delivers 95% of all conventional cooking applications. Rational’s ConnectedCooking allows operators to monitor, manage and update their Rational appliances remotely, from a PC, tablet or smartphone. iKitchen is the combination of the iCombi Pro, iVario Pro and ConnectedCooking – iKitchen delivers the best kitchen management and the best cooking solutions.
ceda members are encouraged to contact their dedicated account manager for further information.
Rational Underlines Commitment to the UK
Rational Underlines Commitment to the UK
In the face of Brexit, ceda Platinum Partner Rational moves to support UK customers.
“Whatever happens, Rational is totally committed to the UK market.” That’s the statement of intent from the UK’s largest combi oven supplier, and one of the world’s top foodservice equipment brands. Rational UK’s managing director, Simon Lohse, says, “The company is very positive about its future in the UK, and is making plans to ensure that any potential disruption does not impact on its customers.”
Rational has already invested heavily in areas such as increased stock in the UK. In addition, while the company normally builds to order, it has recently introduced a new policy tailored to help speed up response times for UK customers, so that it can keep up with demand.
Rational invented the combi steamer back in the 1970s and its SelfCookingCenter is now the UK’s favourite combi oven. In the VarioCookingCenter, Rational has another market-leading appliance. Rational UK was one of the German company’s first overseas divisions. The subsidiary was established in 1991 and has seen continued growth, year on year. In the UK and Ireland, the company has a workforce of 72 and, despite tough economic conditions in 2019, Rational UK sales continue to grow
In addition to increasing stocks in the UK, Rational have a number of contingency plans, so whatever happens in the face of Brexit, Rational will continue to deliver a high level of support to the UK and Irish market.
Rational is working closely with its key UK distributors to ensure that they are aware of the plans and the support the company can offer them.
Key to the continued success of Rational UK has been its relationship with its parent company. Lohse comments, “Our German colleagues have been hugely supportive in the investments we have had to make in the UK to prepare for any Brexit scenarios. We hope our forward planning for future growth, and our continued investment in the UK market, will give our customers and distributors some peace of mind.”
RATIONAL is the leading provider in hot food preparation equipment and, with the VarioCookingCenter and SelfCookingCenter, the company delivers all a commercial kitchen’s thermal cooking requirements. Together, the two appliances offer the best cooking solutions. For information and brochures, or to come to a free VarioCookingCenter Live or SelfCookingCenter Live demonstration, call +44 (0)1582 480388, freephone 0800 389 2944 or visit www.rational-online.com
Rational has once again won the "Smart Label" award, which was announced at Host in Milan
Rational has once again won the “Smart Label” award, which was announced at Host in Milan
A great joy for ceda Platinum Partner Rational, the world market and technology leader in the field of hot food preparation, at the international hospitality trade fair Host in Milan: one of the innovations to be exhibited at Host in October this year is the VarioCookingCenter, which has won the “Smart Label” award.
Functionality, technology, environmental sustainability as well as ethical and social implications – these are the features assessed by Fiera Milano and POLI.design in order to give recognition to the most innovative products and companies with the Smart Label award. Both the small combi-steamer, the SelfCookingCenter XS, and the company’s networking solution ConnectedCooking have in the past received the award.
“For us at Rational, innovation means offering the people working in commercial kitchens the best appliance for cooking. In our developments, we always take into account the energy balance of the units – so it is no coincidence that environmental sustainability is the issue we want to focus on at this year’s Host,” says Enrico Ferri, CEO of Rational Italia.
130 million meals are prepared with Rational units every day. The company, which is specialised in large and commercial kitchens, currently holds over 600 patents and a market share of more than 50% for multifunctional appliances. Its customers include restaurants, hotels, canteens, hospitals, schools as well as fast food chains, supermarkets, confectioners and butchers.
“Our extensive cooking research has also produced the VarioCookingCenter, a multifunctional cooking appliance for boiling, frying and deep-frying – all in one unit. This allows you to reduce your space requirement in the kitchen by up to 30%, and also save up to 40% in electricity,” says Ferri, describing the award-winning product. This is made possible by the mesh-like structure of the patented VariBoost heating system, which transfers the heat to the food through the thin pan base quickly and consistenly. On the command of the built-in cooking intelligence, the system immediately withdraws the heat to prevent sticking and overcooking. Even delicate products such as rice pudding, béchamel sauce or risotto succeed every time with the VarioCookingCenter.
“Together, the SelfCookingCenter and the VarioCookingCenter make a well-coordinated team. Because they have the same user interface, users will find it intuitive to operate and the multifunctionality ensures that virtually almost every application in the professional kitchen is covered,” says Ferri.