WHEN SELLING KITCHENS, LISTEN TO THE KOOKS
Ever since Jamie Oliver happened, cooking has moved up from people’s bellies to their hearts. In the midst of the sprawling array of cookware suppliers, ATAG had upheld their image of serious, businesslike providers of industrialised steel and catalogues with lengthy, technical descriptions. Since 2008, this approach seemed to lose its grip: ATAG’s premium technology kept on advancing at a rapid pace, yet sales refused to follow. Up until then, everybody had wanted an ATAG kitchen. The target audience consisted of an impressive 40% of the whole population. The problem is that 40% of everybody makes for a very heterogenous group, encompassing from everything home chefs to actual chefs, as well as a large segment of kitchen retailers and representatives.