Simon Parke-Davis, vice president, business development, Middle East has been with the company for over 10 years. Here he conveys the company’s brand identity and new innovations that gives them the “competitive edge”.
Can you share some details about the company history?
RATIONAL was founded in 1973 and is a specialist in hot food preparations. For more than 40 years the company has been developing cooking appliances for large and commercial kitchens. As a market leader, RATIONAL has sold more than 700,000 appliances in over 100 countries and holds a 54% share of the market worldwide. Pioneering innovations have made the company based in Southern Germany into the world’s market and technology leader by a wide margin. RATIONAL was the first manufacturer worldwide to combine steam and hot air in one kitchen appliance.
What products and services do you provide to the hospitality industry?
RATIONAL only focuses on the SelfCookingCenter, 5Senses and the CombiMaster Plus and therefore is a specialist in combination oven technology in today’s competitive market. 80% of our sales in the Middle East are for the SelfCookingCenter 5Senses as it is the only combination oven that senses, recognises, thinks ahead, learns from you and even communicates with you.
What factors differentiate the company from other suppliers in the same field?
RATIONAL is the chefs’ company. More than 300 chefs worldwide are working for the market leader. RATIONAL has the biggest R&D process in the industry focusing on future developments to meet customers’ needs. A close link to customers and to master chefs all over the world is important to us.
What new products and announcements should we know about?
RATIONAL recently launched a new accessory, the cross and stripe grill grate, a grilling grid that can create two different grilling patterns. Usable on both sides, the new cross and stripe grill grate produces either the favourite American steakhouse pattern or the classic parallel grill stripes.
