Rational invests heavily in regional operations

The company believes in communication with its customers to offer tailored solutions
Simon Parke-Davis.
Simon Parke-Davis.

Rational is growing its presence in the region in an effort to set itself apart from its competitors.

Speaking to Caterer Middle East about the company’s plans for the coming year, Rational managing director Simon Parke-Davis said: “We have invested in the region and now have 15 people dedicated to delivering maximum customer benefit to our customers. Investments are in all supporting processes such as Key Accounts, an application chef for training and demos, service technicians for on-site maintenance and troubleshooting as well as academies, SCC Live cooking shows and VCC Live Cooking shows to differentiate for the customers between us and the competition in the market through proof and not just words and hearsay.”


Rational will be showcasing its products at the Caterer Food & Business conference on March 6. For Parke-Davis, the benefits of the company’s participation are clear: “The Caterer Middle East: Food & Business Conference allows us the opportunity to be close to our customers and listen to their feedback and support their needs and wants better. It is a great way for the industry partners to meet on eye level and in a perfect environment for open communication and listen to others best practice.”

Though most in in the industry are wary of a potentially challenging year ahead, Parke-Davis sees this as an opportunity explaining: “The main challenges at present for the UAE Food & Beverages Professionals in 2018 will be delivering perfect high quality products to the consumer that still allow for fair price and margin retrieval. The customers are more and more discerning and thanks to social media their opinions matter, so every serving must be high standard with reasonable prices for the operator to make a profit.”

Essential information:

Caterer Food & Business Conference

Date: March 6, 2018
Location: Grosvenor House, Dubai
To register to attend, contact: Louby Maktari
For sponsorship opportunities, contact: Nick Clowes or Amanda Stewart
Website: www.hoteliermiddleeast.com/conferences/caterer

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