Nes­tle re­search cen­ters cre­ate cus­tom China restau­rant prod­ucts

China Daily (USA) - - BUSINESS - ByWANG ZHUOQIONG wangzhuo­qiong@chi­nadaily.com.cn

A skilled chef is hard to find and hire in China’s culi­nary busi­nesses. Nes­tle’s re­search team has been work­ing on how to sim­plify and of­fer stan­dard cook­ing pro­ce­dures for Chi­nese restau­rants that en­able chefs, even those with less ex­pe­ri­ence, to per­form well in the kitchens.

Chi­nese restau­rants that aim for the mass con­sumers look for more ef­fi­cient but less costly op­er­a­tions. High-end and lux­ury din­ing-out places have suf­fered from a sharp slow­down as a re­sult of the gov­ern­ment aus­ter­ity cam­paign.

Nestlé Pro­fes­sional, a business unit in the Nestlé Group, fo­cuses on pro­vid­ing prod­ucts, so­lu­tions and ser­vices for the out-of-home in­dus­try. It sees the in­dus­try’s chal­lenges as an op­por­tu­nity and has opened its sec­ond cus­tomer en­gage­ment cen­ter in Shang­hai re­cently, after its first one in Bei­jing. The new fa­cil­ity serves as a mile­stone for Nestlé Pro­fes­sional to fur­ther ex­plore China’s food and bev­er­age mar­ket, saidNes­tle’s ex­ec­u­tive.

Jeroen Plui­jmers, re­gional business head of Nestlé Pro­fes­sional AOA, said th­ese cen­ters have reaf­firmed Nestlé’s com­mit­ment to nu­tri­tion, health and well­ness, in ad­di­tion to food safety. Nestlé plans to open two ad­di­tional cen­ters in the fu­ture, ex­tend­ing its culi­nary in­no­va­tion and de­vel­op­ment fa­cil­i­ties to cus­tomers in other re­gions in China.

The Cus­tomer En­gage­ment Cen­ter is a plat­form for the Nestlé Pro­fes­sional team to en­gage with the cus­tomers and help them bring new food and bev­er­ages to the mar­ket.

The cen­ters have pro­fes­sional chefs and baris­tas who will share

The value of China’s food and bev­er­age mar­ket

new cook­ing skills with their peers in China. Their re­search team has more than 1,000 con­sul­tants and skilled team mem­bers.

Plui­jmers, who vis­ited the newly launched fa­cil­ity and par­tic­i­pated in the rib­bon cut­ting cer­e­mony for the cen­ter, said: “Out-of-home food and bev­er­age con­sump­tion is grow­ing each year.”

Ac­cord­ing to sta­tis­tics from the China Cui­sine As­so­ci­a­tion, China’s food and bev­er­age mar­ket is now val­ued at 3.2 tril­lion yuan ($480 bil­lion). With chang­ing con­sumer de­mands in terms of va­ri­ety, qual­ity and health, the de­mands by cus­tomers have grown mul­ti­fold. Chi­nese con­sumers’ ex­pec­ta­tions for premium qual­ity, tastier and health­ier food and bev­er­age prod­ucts are be­com­ing stronger.

Through the cre­ation of Shang­hai CEC, Nestlé can help cus­tomers re­spond to con­sumer de­mands.

The cre­ation of the Nestlé Pro­fes­sional Shang­hai Cus­tomer En­gage­ment Cen­ter shows how Nestlé Pro­fes­sional con­tin­ues to be a re­li­able part­ner for China’s food ser­vices com­pa­nies, Plui­jmers said.

The Nestlé Pro­fes­sional Shang­hai CEC is based in Cao­he­jing Hi-tech Park of Shang­hai. As a fast grow­ing business unit, Nestlé Pro­fes­sional is a key player in China’s mar­ket. Many renowned food and bev­er­age restau­rants, com­pa­nies and ho­tels are loyal cus­tomers of Nestlé Pro­fes­sional, said the com­pany.

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