The U.S. subsidiary announced that it has achieved record growth in 2016 with a 27 percent increase in unit growth over the previous year. In addition, roughly 6,000 RATIONAL appliances were shipped out of its local North America Distribution Center in 2016. Increasing its install base to more than 35,000 coast-to-coast, RATIONAL is now capturing roughly 40 percent market share in the US.
One key factor for RATIONAL’s success is innovation. The company recently launched the next generation SelfCookingCenter with advanced features as well as the new, compact-size SelfCookingCenter XS Model 6 2/3, which has opened the door to new business opportunities when it comes to target groups, including delis, supermarkets, convenience stores, and smaller restaurants. RATIONAL is deeply committed to listening to what the commercial foodservice market needs and developing a superior product and service that is unmatched. This commitment earned RATIONAL USA the 2016 Kitchen Innovations Award and the 2016 Best in Class by Consultants Award.
The company’s growth can also be attributed to its focus on offering best in class aftercare within the foodservice industry. RATIONAL USA’s unique aftercare package, coined CustomerCarePlus, provides its customers superior service throughout the life of the product. This includes a Total Freight Solution Program, reliable service network, product trainings, 24/7 ChefLine, and much more. “Quality service knows no limits. We are there for our customers every step of the way. We will continue to focus on providing the best in class aftercare, showing that we are the ideal kitchen partner,” says Markus Glueck, executive vice president of RATIONAL North America.
Lastly, the company continues to increase its sales force, expanding its reach across the US in order to maximize customer benefit. Last year, the company hired 26 new employees and plans to hire nine more individuals in 2017, bringing the US team to 88 in total by the end of this year. RATIONAL USA has also expanded its manufacturer representative group network to 20 with the addition of Equipment Preference Inc., Inform Marketing Group, Tri-State Marketing Associates, and M.K. Food Service Equipment, Inc.
“We will continue to invest in R&D, our sales force, and focus heavily on providing the best in class aftercare because we are committed to growing the US market and delivering the most beneficial cooking solutions. We are able to do this because we are a company of chefs, for chefs that works closely with our customers in order to provide the right solutions when it comes to thermal food preparation,” adds Glueck.
