Innovation
The best of the past and the future
For a company with a rich history, a major rebrand must keep the best of its heritage and incorporate its forward-looking strategy. Mareno is achieving just that as it approaches its 100th anniversary. Mareno’s general manager Adriano Cenedese tells Jim Banks how innovation and experience can be successfully combined
M
areno is one of the oldest companies in the Ali group. Founded in 1922, it
will turn 100 next year. As one of the oldest
companies in the world of cooking in addition, its experience in manufacturing integrated systems for professional kitchens is unparalleled. As it approaches this major landmark, it is about to embark on a major rebranding and redesigning process to not only bring a fresher look, but also to enhance the performance of its products. To do so, it is building on a tradition of excellence, while incorporating its thirst for innovation. “Mareno products are
reliable and innovative with an aesthetically pleasing design,” says Antonio Angelini, chief director of client, Top Kitchen. “Mareno is
62 Aliworld
an Italian company that has been supporting our projects for years and is always up-to-date with the needs of the chefs with whom we constantly work." Top Kitchen uses an array of
Mareno equipment – horizontal and vertical cooking equipment, refrigerators and blast chillers – all featuring advanced technological capabilities and highly ergonomic design. “It is essential for us to
choose a brand that also promotes software solutions,” says Angelini. “Power Guardian and MyTutor, which control the operation of all connected equipment, drastically cut power consumption and report faults, allowing our technicians to support the customer with remote interventions. “T e fact that these two
systems communicate intuitively through the network and
optimize energy resources, are the principles that lead us to choose Mareno products every day."
Streamlining for success T e rebranding project will include a new logo and new branding to sharpen the focus on the company’s ability to build a complete kitchen for a professional chef from the initial concept to the fi nal design. “We feel the responsibility
of our heritage, but we are confi dent that, thanks to our experience, we can fi nd a balance between the historical heritage and constant innovation, to guarantee this brand another 100 years of success,” says Adriano Cenedese, general manager, Mareno (pictured). T e rebrand will embrace
the company’s existing focus on ergonomics, innovative
technologies, and fl exible design concepts that can be customized to suit the specifi c needs of chefs and their workspaces. It will also reshape those concepts to position the company for its future growth strategy. “A world that changes quickly
and constantly, and the opening of the company to foreign markets, represents a complex challenge for us,” says Cenedese. “Each market requires specifi c products that are suitable for the local cuisine or for the chef's culinary philosophy, and in some cases unique niches demanding customisation of the cooking block.” “Our keyword, therefore, is
fl exibility,” he adds. “T is is the essential element in satisfying customers and ensuring rapid, productive responses to their requests. We made the most of the lockdown period and its
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