Thinking of investing in some new kitchen kit? Free demonstrations let you try before you buy, writes ALEXANDER FITZGERALD
ON A BRIGHT Thursday evening, a crowd of approximately 30 people is gathered just off the N7 on the outskirts of the capital. There is a smattering of couples, ranging in age from late-20s to early-70s; various immaculate professional females; and two slightly anxious-looking single men.
The group is united by a common interest in cooking – or, more specifically, learning how to cook using Neff’s latest ovens, hobs and combination microwave/ovens. They have pitched up at the purpose-built theatre-style kitchen in the KAL advisory centre in Citywest, Co Dublin where they will spend the next 90 minutes in a masterclass in how to make the most of, and care for, the high-tech cooking appliances.
Overseeing proceedings is Mary Sheehan, whose enthusiasm fizzes around the venue like a dissolving Alka-Seltzer. Her aim, she explains, is to help Neff appliance owners get the most out of their gadgets. “The idea of the demo is to teach the customers how to best use their appliances; it is not a cooking demonstration,” she says.
Sheehan kicks off with a concise explanation of the various uses of the combination/compact appliances, detailing the various functions and programs as well as providing advice on how to clean them. After that, it’s on to the fun part: the cooking. Sheehan rustles up a feast of fresh pizza, garlic bread, teriyaki salmon and apple pie using Neff’s latest CircoTherm oven. All are cooked at the same time, albeit on different shelves within the oven, without cross-pollination of flavours.
The demonstrations, which are free to attend and held twice a month, have proved something of a word-of-mouth phenomenon. “They are hugely popular and often booked months in advance,” says Sheehan.
In an age when new kitchen appliances are typically bought every seven years and can constitute a significant outlay, it’s little wonder that Neff is not the only manufacturer getting in on the act. Miele runs similar events every fortnight in Citywest. The sessions last up to two hours and attract groups of up to 40 people.
“People are investing a lot so they want to be sure they are choosing the right appliance,” says Caroline Fleming, marketing manager of Miele Ireland.
Over at Drumms in Walkinstown, Dublin 12, chef Áine Maguire regularly treats those interested in purchasing a Viking cooker to a demonstration in the on-site kitchen. “The customer will watch me cooking a selection of items and then get a chance to have a go themselves. After that, they’ll have a nibble at what they’ve cooked, and a chat about using the products in relation to their own cooking needs.”
Ruth Wassel, a Ballymaloe-trained chef, does demonstrations every three weeks at Houseworks on Erne Street, Dublin 2. Wassel’s sessions typically attract groups of 20 to see her prepare meals on a selection of Gaggenau, Neff and Siemens appliances.
There is, of course, no such thing as a free lunch. Retailers and appliance manufacturers benefit by increased sales and building up relationships with consumers. For the potential customer, there is also the rather pleasurable matter of tasting the various dishes, freshly cooked.
