Chill Challenge - Food Service Europe

INTERNATIONAL TRADE JOURNAL
FOR THE HOTEL, RESTAURANT
AND CATERING INDUSTRY
D 58008
EDITION 1/2012
www.food-service-europe.com
www.cafe-future.net
Special Features: Chicago City Guide – Case Study: Domino’s, the World’s No. 1 Delivery Chain

4 Editorial
6 Statistics
Europe by Numbers
8 Pan-European Survey
Foodservice at Train Stations, Part II:
F&B Outlets at Rail Travel Hubs Battling
for Consumer Spend
20 Concepts to Watch
Showcasing Innovative Foodservice
Ideas from the UK to Italy
Market Analysis
24 City Guide
Chicago: Selected Gastronomic
Hot Spots in ‘The Windy City’
28 Interview
Ivan Schofield, General Manager KFC
France & Western Europe
Middle East Section
37 Women in Foodservice
Professionalism and a Strong Will:
Essential for Female Success – Three
Exemplary Portraits
42 Pizza Delivery
Domino’s: the World’s Largest Delivery
Chain’s Push towards Transparency
48 Shopping Malls
Westfield Stratford City, London: the
Key Role of Food and Entertainment
in Europe’s Newest Supermall
12th European Foodservice
Summit
54 Marketing
Internet Guru Douglas Rushkoff on
Web Wisdom and Re-Defined Brand
Communication
58 On Stage
Three Foodservice Concepts from
around the World: The Naked Juice Bar,
Pollo Campero & Jamie’s Italian
63 Award
Culinary Excellence Valued: Marché
International’s Passion for Food,
Creativity & Emotion
65 Management
Summit Participants on Navigating
through the Winds of Change
68 Supplier
Finland-based Porkka: Coldrooms
and Refrigeration Cabinets for an
International Clientele
69 Contributing Authors
70 Top Trend Products
Suppliers Present their Latest F&B
and Equipment Solutions
72 Show Dates
Major International Trade Fairs
and Events
FOODSERVICE EUROPE & MIDDLE EAST 1/12
page 48 ■ ■ ■
Benchmark: Westfield Stratford
City, Europe’s newest super mall,
opened in September 2011, sets
standards in terms of positioning
shopping malls as a local centre
of choice. Foodservice plays an
important role within this strat -
egy: besides 300 stores and
various entertainment venues,
Westfield Stratford City boasts
70 food outlets.
page 63 ■ ■ ■
Festive highlight during the 12th
European Foodservice Summit last
September: Marché International, for a
decade now the stunningly creative and
passionate caterer on the legendary
sunset boat trip rounding off the first
conference day, was rewarded with the
Culinary Excellence Award of the
Summit. Find more Summit reports
beginning on page 54.
■ ■ ■ page 28
Verlagsgruppe Deutscher Fachverlag
Mainzer Landstrasse 251 | 60326 Frankfurt/Main | Germany
Phone +49.69.7595-1512 | Fax +49.69.7595-1510
info@food-service-europe.com
C ONTENTS
Asset Builder: With a radical programme of outlet
improvement, brand building and franchise realignment,
Ivan Schofield, heading the KFC business in
France since 2003 (and also responsible for Spain,
Germany and the Netherlands since recently),
led KFC France to double its size and achieve the
highest sales per store of any of the brand’s 110
markets around the world.
front cover ■ ■ ■
Delicious, indulgent, colourful: a dash of sexiness
helps turn a dessert into an irresistible treat, as
shown by our cover motif – thanks to Munich’s
multi-concept foodservice entrepreneur Rudi Kull.
Photo: Thomas Fedra
3

S UPPLIER
Chill Challenge
Budget-conscious foodservice operators throughout Europe are putting the
squeeze on refrigeration expenditure in response to rising energy costs and
environmental pressures. Bruce Whitehall looks at latest developments at
Finland-based Porkka, which specialises in both coldrooms and refrigeration
cabinets for an increasingly international clientele.
At one time, power-hungry cooking
processes like ovens and grills attracted
most attention when pruning overheads
but the focus is now equally on food and
drink storage. More and more kitchen
managements realise the 24-hour-per-day
cost implications of refrigeration as well
as its impact on staff productivity and
food quality.
One response being felt across the foodservice
spectrum, from hotels to quickservice
restaurants, is to larger storage
units in the shape of chiller and freezer
rooms. Their much greater volume and
accessibility can help to reduce purchase
cost per cubic metre significantly compared
with a series of individual cabinets
as well as lowering energy usage. Such installations,
typically assembled in situ
from modular components and panels,
were once largely associated with supermarkets,
central commissaries and banqueting
kitchens but simplified assembly
has led to a big choice of walk-in and
reach-in coldrooms suited to smaller
foodservice applications.
One manufacturer encouraging this trend
is Porkka, an increasingly international
supplier of foodservice refrigeration within
Finland’s c220 m Huurre Group. Since
the 1960s, the company has made a wide
range of both cabinets and coldrooms and
2010 brought a radical reorganisation integrating
all cold store solutions under
one centrally managed organisation covering
Porkka’s factories at Kemijärvi,
Yolarvi and Hollola in Finland.
“Use of coldrooms to replace or augment
individual refrigerator and freezer cabinets
has increased significantly,” comments
Gordon MacBride, managing dir -
ector of Porkka UK. A typical example is
the ever-growing Subway sandwich bar
franchise, with over 3,000 outlets in 25
European countries. Units trade for long
hours and rely on regular supply of frozen
products and chilled ingredients. Chilled
counters hold ingredients and display the
sandwich assembly process in the frontof-house
but step-in coldrooms do the
bulk of the storage in the back-of-house.
“Otherwise, they would need a lot of sep -
arate cabinets to obtain an equivalent
volume of 150-160 cu ft of refrigerated
storage volume, with a cost up to three
times greater in terms of investment and
running costs,” MacBride points out. Another
consideration is stock control. This
is always better with coldrooms because
of the easy access, both moving goods in
and out and placing them on shelves
compared with leaning in to push goods
to the back of a cabinet. The same applies
at outlets of McDonald’s and other fastmoving
chains.”
Greener designs
Porkka’s Northern European origins and
location have been a big influence on the
company’s early adoption of environmentally
responsible design and production
thinking. “Scandinavians always want to
be as green as possible and they keep
pushing for it, often ahead of developments
in refrigeration by the chemical industry,”
MacBride observes. In 2000,
Porkka was thought to be the first major
refrigeration manufacturer to be accredited
with the ISO14001 environmental
standard in relation to production techniques,
re-cycling etc. It also became involved
in early replacement of refrigerants
identified as a contributor to climate
change. The company was one of the first
to supply commercial cabinets and counters
to operate on CO 2 central plant systems.
It also started using Hydrocarbon
R290 refrigerant on both cabinets and, to
be announced soon, step-in coldrooms up
to 9 cubic metre volume, as an alternative
to HydroFluorCarbons which have a much
higher GWP (Global Warming Potential),
according to MacBride.
The green approach applies across the
product range. For example, Future and
Future Plus refrigerator and freezer cabinets
are manufactured and tested to climate
class 5 with CFC/HCFC free refrigerants.
The same goes for Porkka’s Display
Line range of cabinets which have fan-assisted
cold air circulation for displaying
and storing pre-cooled products in the
front-of-house. Units are available with 2
or 3 shelves and have 50 mm thick insulation
in HCFC and CFC free urethane.
Porkka coldrooms have CFC/HCFC-free
FOODSERVICE EUROPE & MIDDLE EAST 1/12

polyurethane insulated 80 mm panels
(with an option of 100 mm for freezer application
if required). “There is now growing
interest in using R290 as an alternative
to CO 2 refrigerant systems, which
tend to have a relatively high kW rating,”
MacBride comments.
Energy saving
Lower energy consumption has emerged
as another area of product development
with environmental implications. Aligning
with Porkka’s declared Carbon Reduction
Commitment, Future Plus cabinets
are claimed to use 20% less energy
than many competitive makes. They also
have an energy saving hot gas defrost
system and low energy condenser and
evaporator fan motors. Evaporator fan
motors which stop automatically when
the cabinet door is open further cut energy
loss.
For cost-saving coldroom installations,
Porkka has evolved a Remote Heat Disposal
System (RHDS). This takes otherwise
wasted heat produced by refrigeration sys-
INTERNATIONAL TRADE JOURNAL FOR THE HOTEL, RESTAURANT &
CATERING INDUSTRY 1/12
Published by: Deutscher Fachverlag GmbH
Address: Mainzer Landstrasse 251,
60326 Frankfurt am Main, Germany
Mail address: 60264 Frankfurt am Main,
Germany
Supervisory Board: Klaus Kottmeier,
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Executive Management Board: Peter Kley,
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Divisional Managing Directors:
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eMail: info@food-service-europe.com
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FOODSERVICE EUROPE & MIDDLE EAST 1/12
tems and transfers it to another area of the
building where the warm air can be
utilised. It can be added to any of Porkka’s
standard coldrooms in chilled, medium or
freezer versions and offers the additional
benefit of being much quieter than fitting
a conventional condensing unit.
The system is filled with a water glycol
solution enabling it to operate in both
summer and winter conditions. A further
bene fit is that only a very small refrigerant
charge is needed, thus reducing running
costs. Installation can be undertaken by
competent installers that do not necessarily
have to be qualified refrigeration engin -
eers, though they are recommended.
Other areas where Porkka has sought
more economical refrigeration solutions
have included rapid installation. A me -
dium size modular coldroom can be up
and running in a few hours, thanks to a
male/female cam-locking panel assembly.
Another cost-saver is recently developed
cantilever wall-mounted shelving
with a polypropylene hurdle system
which can be easily removed for cleaning
in a commercial dishwasher or by hand. ■
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FoodService Europe & Middle East
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S UPPLIER
■ ■ ■ Porkka ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■
Established 1962
Affiliated companies Sweden, Norway and UK
Part of Finland’s privately owned Huurre Group
(annual turnover: about U220 m). Porkka produces
U43 m annually from all of its horeca supply
businesses. WR Refrigeration, a part of the Porkka
Group, is the largest service contractor in the UK
market with over 300 engineers, mostly focused
on servicing for the largest retail chains.
Products Refrigeration for food and drink storage/display
including chilled, frozen and heated
options. Commercial cabinets: 35%; modular stepin
coldrooms: 35%; refrigerated counters: 15%;
medical and laboratory cabinets: 15%
Factories Hollola, Yolarvi and Kemijärvi, Finland.
Production expanded considerably in 2006 with
the purchase of the Skycold Group.
Users restaurants, fast-food outlets, hotels, industrial
canteens, hospitals, laboratories and retailers
throughout Europe
Main markets Finland, Sweden, Denmark, Norway,
UK, Germany, Switzerland, Holland, Belgium,
France, Russia and the Baltic regions. 80% of
turnover is derived from foreign transactions and
exports.
www.porkka.fi
Contributing Authors
Lydie Anastassion, Paris, France
Aisling Balfes, Planet Retail, London, UK
Flavia Fresia, gve Food, Milan, Italy
Puck Kerkhoven, Hilversum, The Netherlands
Bettina Quabius, Abu Dhabi, UAE
Howard Riell, Henderson, USA
Sofia Selberg, Conceptuelle, Stockholm, Sweden
Kate Taylor, Davis Coffer Lyons, London, UK
Bruce Whitehall, Wallington, UK
Mark Wingett, London, UK
Daria Zhiganova, FoodService Russia, Moscow, Russia
Translation Richard Hockaday, Frankfurt (M), Germany
69