Cookin’

A restaurant owner shopping for new kitchen equipment has plenty of choices. Around 23 different companies compete on the main market for industrial kitchen supply, which is worth about $12 million. Here, three firms – Vresso, Salarco and Malifer – dominate the business, each claiming to be the leader. They supply the bulk of big projects like  large international  hotel chains, hospitals and army compounds. But in today’s shrinking economy, competition is hot. Vresso seems to be sweating a bit less than the others. By diversifying outside this market, the company has been able to outflank its competitors. Roughly 70% of Vresso’s revenues, which have grown from $2.25 million in 1993 to $5.3 million last year, are generated from the sale of kitchen equipment. Vresso also has about a 10% slice of the $1.5 million market for laundry and dry cleaning equipment. “Whereas others subcontract this sector and collect a