RATIONAL sees itself as a specialist in hot food preparation in the world’s professional kitchens. This clear self-image is the basis of a success story that dates back over 40 years. Regular innovation has guaranteed its leading position in terms of technology and market share, and rapid growth has increased its share of the world market to 54%. Over 100 million meals are now prepared every day in RATIONAL units in all parts of the world.
Simon Parke-Davis, vice president for Business Development Middle East at RATIONAL International, comments on his sponsorship of The Big F&B Forum: “It is important to show solidarity to our partners and to support their businesses directly using this as a platform to be present with all our customers.
“We will assist to make sure that future events remain as high profile and focused, securing the top talent and professionals in the industry. Events like this are important to make sure we are all in alignment and heading for the same goals and aspirations and to understand the markets actual needs and wants, not expected needs and wants.”
Simon’s biggest concerns in the F&B industry today are the strength and consistency of the pipeline of future projects and the “Race to the bottom!” mentality price wars, which create low quality operations without efficiency.
RATIONAL will use the Forum to showcase its new SelfCookingCenter 5 Senses, the only intelligent cooking system that senses, recognises, thinks ahead, learns from you and even communicates with you.