Peter, please refresh our memory. What's so special about SmartCuisine?
Peter: "SmartCuisine is actually a simple, dummy-proof concept: you take a product and put it in a contact oven according to the colour indicated. The oven automatically ensures the right temperature and cooking time, so the dish is perfectly ready to be served afterwards. That’s why the system can be used by anyone."
How long have you been working on SmartCuisine?
Peter: "We started in 2022 at our first customer, residential care home Witte Meren in Mol. But it is going very well. Meanwhile, we have way more experience and the teething problems are pretty much worked out, both in the production process and the commercial part."
So did more customers start to use it?
Peter: “Other residential care centres have also made the switch, such as MKL and Zusterhof in Geel. A few schools have also implemented it, including SBS Rapertingen. That is not a spectacular growth, which is quite normal. Because most of our clients are tied to tenders. Therefore, time plays a part in that regard. Now our endeavour is to roll out the concept further. In the autumn, we will launch a large-scale campaign with communications agency SirFish to promote SmartCuisine."
How do current customers react? Are they satisfied?
Peter: "The response has been incredibly positive. The concept appears to be catching on with customers, so it does what we promised. They do get taken care of."
Do you also want to attract other sectors?
Peter: "That is indeed the intention. In fact, the concept is suitable for all places in which groups of around 100-150 people are eating. For example, we also want to focus on youth camps. Especially with food safety in mind, SmartCuisine is the ideal solution. Just about every year, you read stories about camps that cannot continue due to food poisoning. We are also considering the neighbourhood social restaurants organised by plenty of municipalities. People can then go there to eat very cheaply and meet others as well."
As far as SmartCuisine is concerned, you have already built up a lot of experience in care centres and schools. Did you personally learn anything from the course?
Peter: "Absolutely. Working with care centres more often has only made me realise how important the dining experience is for those people. It may be an uncomfortable truth, but often the meal is the highlight of the day. Fortunately, the caretakers are also on board with that philosophy. There was a time when only nutrients were considered, and saltless and low-sugar cooking was done for those people. While the experience and flavours are so important! Think rabbit with plums, something we might not serve very often, but those people love that dish. You won't do them any favours with a Mediterranean tabbouleh. In the beginning, we were not so concerned with this at R&D, but by becoming more knowledgeable, I have started to look at it differently. It is nice when people enjoy their meal. That contributes to the quality of life in those institutions."
