Issue link: https://www.e-digitaleditions.com/i/964617
16 FEDA News & Views Crafting an Experience Contract and design shares a space with Boelter's 10,000-square-foot Chicago superstore and its Event Center, which is roughly half the size of the retail space and showroom. Both play host to third-party events like the cuvee class scheduled in April and a slate of other industry gatherings facilitated by Boelter to educate foodservice operators, while providing its manufacturer partners with a platform to interact with the base and would-be customers. And true to the distributor's footprint for its Milwaukee superstore and newly-opened Atlanta location, the open floor plan and sophisticated wood finishes exude an HGTV-appeal and elicit the proverbial "WOW" upon entry. "e showroom model fits exactly with what we, as manufacturers, do ourselves and want from our partners," says Alto- Shaam's President Steve Maahs. "We need to show our products in use, show what they can do for an operator, let the operator kick the tires for themselves." Boelter's showroom sits on the first of three floors and is divided into two spaces, a retail side equipped with smallwares and tabletop, and an equipment side ideal for informational gatherings. us far, Boelter has hosted one "Taste of Alto-Shaam" demonstration in the space, where chefs were on hand to discuss applications with foodservice operators and, of course, highlight features and benefits. "We were able to present our entire product line in 90 minutes to prospective customers," says Maahs, who plans to collaborate with Boelter on a second "Taste" in the summer. "We partnered together to market this event to our mutual operator customers and that, coupled with Boelter's beautiful facility, helped us create demand and close a few sales." It's all part of the distributor's plan to position itself beyond design-build and foodservice equipment and supplies. "Our biggest focus right now is clearly on differentiation and reassessing what Boelter is in the business of," says Boelter's president. "Our vision for our superstores is to create customer experiences. It's a place to see, feel, compare, experience and learn. We want our customers to leave more informed than when they entered and thinking, 'Wow, Boelter knows my business.'" To that point, Boelter is investing heavily in branding itself as a resource. With a few extra rounds, knowledgeable industry experts and informational material, its showroom easily becomes a classroom where customers can learn about ventless cooking, or the difference "BOELTER HAS BEEN AN ACTIVE SUPPLIER TO CHICAGO-AREA FOODSERVICE OPERATIONS FOR DECADES, BUT ALWAYS LOCATED OUTSIDE OF THE CITY," SAYS PRESIDENT ERIC BOELTER. "WE FELT IT WAS IMPORTANT TO PROMOTE OUR BRAND IN THE CITY WE SERVE. ALSO, BEING LOCATED ON GOOSE ISLAND ON A VERY BUSY DIVISION STREET GIVES US EXCELLENT VISIBILITY."