Quality offensive at Rational -
Rational AG specializes in thermal food processing for commercial kitchens around the globe. As an appliance manufacturer, the company relies on a selected group of authorized dealers. To instil emotions in products from the mechanical engineering sector, "front cooking" is used to put the devices in the spotlight at company events and trade shows. Marketing strategy always places the highest priority on showing individuals - mostly restaurant chefs - using Rational appliances when cooking in front of the eyes of guests. Food as an emotional factor is thus an important element at all levels of Rational's sales approach.