Alto-Shaam, a leader in the global foodservice industry, announced a new innovative approach to showcasing its products—quite literally—on the road.

The brainchild of BSE Marketing, one of the manufacturer’s representatives in the US, the new Mobile Equipment Lab enables operators, dealers and consultants to witness and experience Alto-Shaam’s range of equipment, without having to leave the comfort of their own premises.

The truck features Alto-Shaam’s complete kitchen solution including a Combitherm Oven, Vector H Series Multi-Cook Oven, Cook & Hold Oven, waterless hot food wells, heated holding cabinet and carving station.

Chris Lustberg, Alto-Shaam’s Vice President of Sales—North East, welcomed BSE Marketing’s innovative approach: “Travelling to a demo is not always possible for busy operators, but with BSE’s kitchen-on-the-go, they can bring the system directly to the customer.”

BSE’s Chef Anthony Muzia says the truck experience is fully interactive: “We want a customer to be fully engaged, since they are the ones putting a roast in the Cook & Hold or pulling shrimp out of the Combi. We’ve even had end users bring products from their own walk-ins. Getting it to become hands-on is a priority.”

Industry News, Kitchen Equipment