Tito Rodriguez, Partner, Martha Lozano, Administrative Director, Partner and Bill Peters, Director of Sales Choosing commercial kitchen equipment involves more than selecting a machine from a catalog. Food service operators need equipment that fits what they produce, how their kitchens run and the challenges they face each day. Dealers and consultants need a knowledgeable partner who understands those applications and recommends the right products.
For more than 40 years, Food Equipment Representatives (FER) has helped end users, dealers and consultants make informed equipment decisions by listening closely to their needs and understanding how their kitchens operate. Its new owners bring complementary culinary, technical and sales experience, helping the team understand kitchen demands and connect them with equipment capabilities and project requirements.
A portfolio of premier manufacturers gives customers a range of equipment to choose from. Long-standing equipment lines along with complementary independent lines supports specified projects, institutional operations, K-12, chains, multi-unit operators and independent operators. FER deliberately limits its portfolio because manufacturers are effectively hiring the rep firm for its time in the marketplace. As a cluttered line card reduces the attention available to each manufacturer, FER carefully evaluates each new line for how it complements the existing portfolio and what additional solutions it can bring to customers. The focused nature gives the team enough time to actively represent, promote and grow each line. Many manufacturer relationships span more than 20 years, giving FER extensive familiarity with the equipment and customers access to experienced guidance.
“We put the customer first. That's what we pride ourselves on,” says Tito Rodriguez, partner.
Finding Equipment That Fits the Operation
FER may visit customer sites to conduct walkthroughs and recommend ways to streamline kitchen processes during the equipment decision. After purchase and installation, the team demonstrates the equipment and remains available to help customers operate it and adapt menu items to specific machines.
When an operator is unsure which equipment best suits a menu or application, FER can take the question into its test kitchens. The team cooks the product, considers how it needs to turn out and tests the available options to narrow the search. An operator looking for steam equipment, for example, may find through testing that a speed oven is better suited to the application. FER has two test kitchens in Florida, which also host regular ‘test kitchen takeovers’ for customer segments. The sessions provide opportunities for product training and continued education.
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We put the customer first. That's what we pride ourselves on.
When a needed product falls outside FER's portfolio, the team will recommend what it believes the customer needs, even if it means losing a sale. The company sees honest guidance as essential to building trust and long-term relationships.
Those relationships can follow customers to new properties. Executive chefs and food and beverage directors who move to other operations may continue working with FER for their equipment needs.
Building the Next Stage of Customer Support
Dedicated support keeps FER's outside team close to customers. Its inside sales employees handle quoting, order processing and service requests, along with details such as freight costs and lead times. This gives the outside team more time in the marketplace to work with customers and find solutions.
FER has invested in data management to develop market-specific segments and respond to manufacturers' growing demand for information. Its CRM tracks orders, acknowledgments, invoices, commissions, leads, open quotes and open orders, giving the team useful information for more informed conversations with its dealer network.
New capabilities will extend FER's support further. FER is looking to expand into new territories, complementary manufacturer lines and food service distribution. Keeping selected products in stock will help manufacturers fulfill orders and shipments more efficiently. Potential acquisitions or mergers with other rep groups will broaden FER's reach. It is also exploring a service entity to help address the shortage of experienced technicians and minimize customer downtime.
As FER grows, these efforts build on the same customer-first focus that has guided its work from the beginning.