RATIONAL invests in multi-channel strategy with Hotel, Restaurant & Catering

Innovative cooking systems supplier RATIONAL has announced a new comprehensive partnership with Hotel, Restaurant & Catering (HRC), across the brand’s live event and digital platforms.

In early 2021, Hotel, Restaurant & Catering launched HRC Connects, an innovative digital platform providing hospitality and foodservice professionals with a wide range of valuable industry content including webinars, articles, reports, and demos in addition to a comprehensive searchable database of industry suppliers. The platform makes use of AI technology to match buyer interests with specific products and services, providing a valuable matchmaking platform and allowing suppliers to engage with the HRC community, set up virtual meetings and request product samples.

The partnership with RATIONAL will see the business promoting new launches including the iVarioPro multifunctional cooking system and the iCombi Pro combi-steamer, hosting a series of webinars highlighting the sector specific benefits of Rational cooking systems and a significant presence at the March 2022 live event.

Adam Knights, Marketing Director at RATIONAL, commented: “We are delighted to renew our relationship with the Hotel, Restaurant & Catering in 2022, and excited to be evolving our presence via HRC Connects in line with our new customer engagement model.

“Being able to communicate our message to the HRC community, by combining in person and digital engagement, enables us to give customers even more accessibility to the modern RATIONAL experience.”

HRC Event Manager Ronda Annesley said: “RATIONAL is a global market and technology leader and we’re thrilled that the company is making use of the full range of services and routes to market that Hotel, Restaurant & Catering brand has to offer.

“We’re passionate about the power of a combined physical and digital strategy and providing value to both our community of hospitality and foodservice professionals and to our clients year-round.

RATIONAL products have long been a firm favourite of chefs around the world. Stefan Pappert, Three Lions Lead Chef at Wembley Stadium, welcomed the partnership between RATIONAL and Hotel, Restaurant & Catering, saying: “For 20 years RATIONAL ovens have helped me to achieve high levels of cooking, simmering, braising, roasting and more.

“The technology on offer is outstanding and provides chefs worldwide with access to a huge volume of data and recipes. The Internet of Things will be a game changer and is already one of the biggest advantages in the modern kitchen. The world is digital, and kitchens are well on the way to digital as well, so trust the process!”

Hotel, Restaurant & Catering will return to ExCeL London on 21-23 March, alongside International Food & Drink Event, IFE Manufacturing and PUB22 for the UK’s biggest gathering of food, drink and hospitality professionals.

Keep up to date with the latest show news and join the HRC Connects community for free at hrc.co.uk.

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Editors notes

Launched in 1935, Hotel, Restaurant & Catering (HRC) is the UK’s largest and most prestigious event for the hospitality and foodservice industry. The show welcomes a wide range of suppliers, from big brands to innovative start-ups, showcasing ground-breaking products in catering equipment, food, drink, technology, interior design and tabletop solutions.

For the first time in 2022, Hotel, Restaurant & Catering will take place alongside the International Food & Drink Event (IFE), IFE Manufacturing Solutions, London Produce Show and The Pub Show, bringing together a diverse audience of food, drink & hospitality professionals along with over 2,000 suppliers.

In addition, HRC plays host to the Salon Culinaire chef competition which will be celebrating its centenary in 2022 and which has seen numerous well-known chefs compete throughout its prestigious history.