Issue link: https://www.e-digitaleditions.com/i/751848
November/December 2016 19 LESS TIME. LESS LABOR. M O R E F L AVO R . Give operators what they need to enter the realm of true artisan tea and coffee beverages—hot or cold—with incredible precision and speed. For iced refreshments, the BKON Craft Brewer's patented RAIN TM process extracts pure and natural flavors from loose-leaf tea or specialty coffee directly over ice. In just 90 seconds, customers can enjoy any loose-leaf tea on the menu with unmatched freshness, sweetness and taste. • J O I N T H E F L AVO R R E VO LU T I O N • B KO N B R E W.CO M • When visitors walk into Atlanta Fixture & Sales Company's massive showroom (as in 60,000 square feet of wall-to-wall inventory), one of the fi rst areas they gravitate to is the NAFEM- style Vulcan booth at the entrance of the heavy equipment. A "hanging blimp" is not something you'd expect to see sus- pended from the ceiling—so the wow factor is a given. It's the centerpiece of a true-to-size replica of a tradeshow exhibit that's outfi tted with all the trim- mings, including a fl at screen TV that runs a loop celebrating Vulcan's lines and a Jetson-like table and chairs inviting conversation or a purchase, as suggested by the tags dangling from their legs. Not surprisingly, it was Vulcan that proposed the idea to Atlanta Fixture's management team, pointing out the fact that the 30,000-square-foot space was one of the few that could accommodate such a grand plan. In truth, it's the larg- est in the country dedicated to equip- ment sales, says President Ron Bruck, adding that there's roughly $1.2 million in inventory in the entire showroom. "All of this stuff is for sale, it's not just for show," he says. "We also have backup inventory—two of every piece—in the box. We stock warmers, steamers, kettles, sophisticated fryers, dishwashers. A cus- tomer can drive here from Augusta and outfi t his entire restaurant without hav- ing to order a thing." In time, management hopes to extend the tradeshow theme to highlight other key vendors—which in Senior Vice President Bill Watson's opinion, would be a win-win. "I'm not sure if it's because of the red carpet, wonderful signage or video but our customers certainly spend a lot of time in there," he says. "They even sit down at the table and take the time to look around." Ideally, that's what Atlanta Fixture would like to see more of from its cus- tomers—hence the number of staged possibilities inspiring them to pause and explore. To Bruck, the tabletop area best exemplifi es this. Pick a chair, any chair. There are multiple seating combinations and plating options for customers to consider, along with rows of upscale Atlanta Fixture & Sales Company's "Idea Center" china and glassware displayed in newly- built custom cases. "This was the center- piece of our remodel," says Bruck. "It's diffi cult to look into a catalog and envi- sion how a particular pattern will look so we've tried to create an idea center. On our fl oor, you'll fi nd fi ne porcelain on farm tables or classic styles paired with modern furniture. Before the remodel, it was like our chairs were out of sight, out of mind. This year our furniture sales have doubled." continued on page 48