AGA Foodservice Equipment brands are now targeting two distinctly different markets: casinos and schools/universities. While every operator now cares about issues such as energy efficiency, food safety, reliability and productivity, the differing natures of casinos and educational institutions result in each tending to place especially high importance on different product features and benefits.

    For those in charge of school foodservice operations, for example, one area of growing importance is the healthful production of food. According to Mark Whalen, president of AFE (as well as of its Victory Refrigeration brand), Stellar Steam and Eloma combi ovens are well positioned to address this concern through their steam-cooking capabilities.

    "As schools move away from fried foods and seek to eliminate trans-fats, a demand is created for more healthful cooking options, like steaming. That plays to the strengths of Stellar and Eloma very well," he said.

    Schools are also playing particular attention to food safety. The ability of Eloma combi ovens to serve as safe hot-food holding cabinets and AFE's two-year standard parts-and-labor warranty (which all company brands provide) directly address that issue.

    Casinos, while of course concerned about food safety and healthful cooking, tend to place great emphasis on issues of reliability and product output, according to Mitch Cohen, vice president of cooking system sales for Eloma, Stellar and Infinity Fryers. Given the 24-hour buffets and massive catering operations many casinos run, foodservices there rely on equipment to produce large amounts of food almost around the clock.

    Eloma and Stellar meet the demand for reliable performance by operating without boilers, which require regular maintenance, frequent descaling and deliming, and often experience time-consuming and expensive breakdowns, Cohen noted.

    Stellar, Eloma and Infinity also provide casinos with high-yield equipment, he added: Eloma and Stellar through their ability to generate large amounts of super-heated steam in a short period of time, and Infinity through a recovery time of under 10 seconds.

    While AFE emphasizes different aspects of its equipment when marketing to these two different markets, the company uses similar approaches to gaining share in them. AFE relies heavily on its network of representatives to build relationships with individual operators and the firm seeks to establish strong relationships with consultants who specify for projects in these markets. AFE also reaches out directly to the influential individuals in these operations, including school foodservice administrators and casino chefs, and is willing to work with consultants and operators to make projects viable for all involved, Whalen added.

    "We tend to be very competitive and go get it," he said. "I think the ability to be flexible helps us. Then it's a matter of working closely with our local reps and the consultants who specify these projects."