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Welcome to Hobart Canada’s
E-Learning Live! Program
Thursday, March 8th 2012
Berkel & Hobart Slicers
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Welcome!
Welcome to this installment of Hobart
Canada’s e-learning program.
What you’ll learn today:
–
Features and benefits of Hobart
Canada leading products.
–
Competitive camparison’s and unique
selling features.
–
New products just being released to the
market.
–
Interaction with Hobart’s product
marketing team.
Your Hobart Team for Today
Mark Schilling
Phil Beauvais
Duane Schomler
Berkel
Product Training
What’s a Berkel
Was ist
Das?
Berkel - Historical Pedigree
GENIUS
Wilhelm Von Berkel – Butcher in Rotterdam, Holland
 Dutch Inventor (1888) – interested in automating meat cutting
 Developed/patented first automatic meat slicer
 Moving table that brought meat to revolving concave blade
 Started the Berkel company in 1898 in Holland
 1909 - Opened Chicago plant 1909
 1915 – Plant moved to La Porte, IN
High School Team - La Porte Slicers
 2001 – South Bend, IN
 2011 - Berkel is a global brand!
 Berkel’s Heritage is to slicing what Hobart’s is to mixing!
Van Berkel’s Original Slicer Concept
Berkel 330M Heritage Slicer & Stands
- For “front of the house theatre slicing!”
It’s about
the Dining
Experience!
Genuine Berkel Slicers - 13 models – 9”to 14” knives – ¼ to ½ HP
motors
The “Original” Slicers – from light to heavy continuous duty – meats & cheeses
Two Auto/Manual
Models (X13A & X13AE)
Berkel 800 Series Slicers
Berkel 800 Series Slicers
Seven Models
 Model 823E (9”- 1/4 HP)
 Model 825A (10” - 1/3 HP)
 Model 825E (10”- 1/4 HP)
 Model 827A (12” - 1/2 HP)
 Model 827E (12” - 1/3 HP)
 Model 829A (14” - 1/2 HP)
 Model 829E (14” - 1/2 HP)
Target Competitors
 Globe
 Omas
 Axis
 Univex
 Anvil/Vollrath  Imports
/V
Key Features
 Permanent ring guard
 45⁰ tilt table on several models
 with GPI
Sharp
Berkel 800 Series Slicers
800 Series Slicers
Sharp
 Economy to mid-tier pricing
 Easy to use and sharpen
 Easy to break down for cleaning
 From 1-6 hours usage per day
Berkel 800 Series Slicers
Operation Sequence
1. Load product onto carriage/tray
& set pusher
2. Adjust thickness knob
3. Turn slicer to “On”
4. Push carriage handle to slice
Sharp
Berkel 800 Series Slicers
Sharpening the 800 Series
(For 823E, 825E&A, 827E&A, & 829E - not the 829A)
1. Only sharpen when slice quality requires it.
2. Only sharpen a clean knife with clean stones.
2. Close gauge plate to “0” & rotate the sharpener to
the sharpening position with stones on each side
of knife & solidly tighten sharpener set screw
(red knob at base of sharpener ) before sharpening.
3. Turn slicer to “On”
4. Gently press in left sharpening stone button
& count to “10”…..release button.
5. Then gently press in right de-burring stone button
& count to “5”….release button.
6. Turn slicer to “off position” & unplug slicer
7. Clean and sanitize knife & slicer before use.
8. Clean stones if needed & return sharpener to
storage position and tighten sharpener set screw.
Sharpen
Berkel 823E Slicers
One of North America’s Most Popular Slicers
Fixed, permanent knife ring
guards for operator safety
Large 30 Degree
gravity feed, removable
product tables
Dual-action
removable,
cleanable
sharpeners
9” chromium plated,
hardened,
hollow ground knife
Removable
Slicer deflector
Thickness control from
wafer thin to 9/16”
Powerful
1/4 HP motor
High quality
anodized aluminum
construction
On/off light &
control switch
Non-slip rubber foot
pads
Berkel 825E Slicers
One of North America’s Most Popular Slicers
Fixed, permanent knife ring
guards for operator safety
Large 30 Degree
gravity feed, removable
product tables
Dual-action
removable,
cleanable
sharpeners
10” chromium plated,
hardened,
hollow ground knife
Removable
Slicer deflector
Thickness control from
wafer thin to 9/16”
Powerful
1/4 HP motor
High quality
anodized aluminum
construction
On/off light &
control switch
Non-slip rubber foot
pads
Berkel 827E Slicer
One of North America’s Most Popular Slicers
Fixed, permanent knife ring
guard for operator safety
Large 45 degree
gravity feed, removable
product table
Dual-action
removable,
cleanable
sharpener
12” chromium plated,
hardened,
hollow ground knife
Removable
Slicer deflector
Thickness control from
wafer thin to 9/16”
Powerful
1/3 HP motor
High quality
anodized aluminum
construction
Non-slip rubber feet
On/off light &
control switch
Berkel 827A Slicer
North America’s Most Popular Slicer
Fixed, permanent knife ring
guard for operator safety
Large 45 degree
gravity feed, removable
product table
Dual-action
removable,
cleanable
sharpener
12” chromium plated,
hardened,
hollow ground knife
Removable
Slicer deflector
Thickness control from
wafer thin to 9/16”
Powerful
½ HP motor
High quality
anodized aluminum
construction
On/off light &
control switch
Product table
slide lubrication
port
Berkel 829E Slicer
One of North America’s Most Popular Slicers
Fixed, permanent metal knife
ring guard for operator safety
Large 45 degree
gravity feed, removable
product table
Dual-action
stones cleanable
sharpener
14” chromium plated,
hardened, hollow ground
knife - the largest available!
Removable
Slicer deflector
Powerful
½ HP motor
High quality anodized
aluminum platter - with
smaller footprint for tight
counter space limitations
Thickness control from
wafer thin to 5/8” slicing
of meats and cheese
On/off light &
control switch
Product table
slide lubrication
port
Berkel 829A Slicer
One of North America’s Most Popular Slicers
Fixed, permanent knife ring
guard for operator safety
Dual-action
stones
cleanable
sharpener
Large 45 degree
gravity feed, removable
product table – with
gauge plate interlock
feature
Removable
Slicer deflector
14” chromium plated,
hardened, hollow ground
knife - the largest available!
Powerful
½ HP motor
High quality
anodized aluminum
construction
Thickness control from
wafer thin to 3/4” slicing
of meats and cheese
On/off light &
control switch
Product table
slide lubrication
port
Berkel 800A & E Series
Key Differences
800E Series - 823E, 825E, 827E, 829E
 Lower HP motors (1/4 & 1/3 HP)
800A Series – 825A, 827A, 829A
 Higher HP motors (1/3 & ½ HP)
 Smaller product carriages
 30 degree product tables
 Larger product carriages
 45 degree product tables
 Less slicing hours/day
 Plastic sharpener housings
 More slicing hours/day
 Metal sharpener housings
 None have Gauge Plate interlock (GPI)
 Gauge Plate Interlock on 829A
800 Series Slicers – Break Down for Cleaning
(for Models 823E, 825E & A, 827E & A, and 829E – not for 829A with GPI)
All removed components must be cleaned & sanitized in the pot sink and
cannot be placed In the dishwasher!
Step #3 – Remove
Sharpener –
The stones can be removed
and cleaned with a brush,
soap and water. Must allow
24 hours for stones to dry
before sharpening.
Step #6 - Remove knife center
plate
Step #4 – Remove slice
deflector
Step #6 – Loosen and
remove center plate rod
Step #5 – (A) Remove
red carriage knob at
base of product table
and then
(b) remove product table
Step #1 – Turn slicer to “off “
position and unplug slicer
Step #2 – Turn thickness knob to
“0” or zero – no blade edge
exposed.
Berkel X13 Series Slicers
Berkel X13 Premier Series Slicers
Four Models - (All 13” stainless steel - 1/2 HP)
 Model X13E - Manual w/o GPI
 Model X13 - Manual with GPI
 Model X13AE - Auto w/o GPI
 Model X13A – Auto with GPI
Target Competitors
 Globe
 Univex
 Bizerba
Key Features
 One piece base and product table
 Controls out of drop zone
 Removable & washable sharpener
 Logarithmic index cam
 Borazon stones
 Triple sealed knife bearing
 Ergonomic table handle
Sharper
Berkel Manual Slicers (X13 & X13E)
The Easiest to Use, Clean, & Sharpen
Wipe down controls
located out of the
food drop zone
Slice
thickness
from wafer
thin to 1-5/16”
Heavy cast
aluminum
gauge plate
Low deflection = great
yield
Lightweight,
one- piece,
seamless
product table
Multi-grip
ergo handle
1-piece, seamless
non-staining NSF
slicer base is the
quickest to clean
Sharpener
mounts to table –
with borazon
stones
13” S/S Knife
Powerful ½
HP
motor
Spring loaded
hidden
kickstand
Triple sealed
knife bearing
Berkel Auto/Manual Slicers (X13A & X13AE)
The Easiest to Use, Clean, & Sharpen
Selection of:
- 3 Automatic
Speeds
- 3 Stroke Lengths
Heavy cast
aluminum
gauge plate
Low deflection = great
yield
Lightweight,
one- piece,
seamless
product table
Slice
thickness
from wafer
thin to 1-5/16”
Multi-grip
ergo handle
1-piece, seamless
non-staining NSF
slicer base is the
quickest to clean
Sharpener
mounts to table –
with borazon
stones
13” S/S Knife
Powerful ½
HP
motor
Spring loaded
hidden
kickstand
Triple sealed
knife bearing
Hobart Slicing
Phil Beavais
The Hobart Slicer Family
3613N/3613
2612
3813N/3813
3713N/3713
2712
2812
Edge
3913N/3913
2912
Introduction
• Selling Slicers
– Human interaction
– Many small differences add up to large differences
– Risk
– Value
The Prospective Customer
• What you need to know about the user/buyer
– What they are they slicing
– Format of restaurant (looking for how big a role the slicer plays)
– Types of products (meats, cheese, vegetables, how much of each?)
– Diameter of product (anything really big or long?)
– How many hours a day? (1-2.5hrs= medium duty, 2.5hrs plus = heavy)
– Have they had or seen a slicer injury? What is the cost? If a slicer
design can reduce injuries by ONE in the five or ten years it is in a
kitchen, it will more than pay for the price difference
– Choosing the right slicer for their needs: Edge, 2000, 3000
The Intelligence
• What buyers say they want
– Easy to use/simple operation: High turn-over work force
– Easy to clean: Labor cost and Listeria risk
– Slicing performance: Consistently good tasting food
– Looking out for the operator: Risk management
– Cost of Ownership: Service, parts and down time can pass price
– Worth: Benefit/Cost
Hobart Slicer Family
Premier features,
performance and
ROI exclusive to
Hobart
3613N/3613
3713N/3713
3813N/3813
3913N/3913
2812
2912
Premium slicer
performance &
the highest
selling slicer in
US for more than
10 yrs
2612
2712
Quality slicing,
cleaning and safety
for medium and low
volume applications
Edge
The Slicer
• Medium Duty
– Edge Slicer
• Heavy Duty
– 2000 Series Slicer
– 3000 Series Slicer
< 2.5 Hours/Day
• Moderate Volume
• Vegetables, Meats, Cheese (in moderation)
> 2.5 Hours/Day
• High Volume Slicing a Variety of Products
• Yield/Productivity/Labor Concerns
• Competition
–
–
–
–
–
Globe
Berkel
Anvil
Univex
Bizerba
Serves all three tiers
Serves all three tiers
Serves all three tiers
Serves all three tiers
Serves only the heavy tier
Heavy Duty Slicers
2712 / 2912 Automatic Slicer
3613 / 3813 Manual Slicer
3713 / 3913 Automatic Slicer
2612 / 2812 Manual Slicer
The 3000 Series
• Benefits and Features
- Follow along
3613 / 3813 Manual Slicer
3713 / 3913 Automatic Slicer
The 3000 Series
Easy to Use
The 3000 Series
Easy to Use
The 3000 Series
Easy to Clean
The 3000 Series
The 3000 Series
Improved Slicing Performance
The 3000 Series
Improved Slicing Performance
The 3000 Series
Looking out for the Operator
The 3000 Series
Looking out for the Operator
The 3000 Series
Improved Cost of Ownership
The 3000 Series
Improved Cost of Ownership
Selling the 3000 Series Slicer
3000 Series Slicer Return on Investment (ROI)
Elements
1. Slice Quality – Increased Yield
2. Reduced Cleaning Time
3. Reduced upkeep
4. Improved safety
ROI Element 1 – Increased Yield
Increased Yield – Product Features
• 50° cut plane
• Product tray higher on knife
• 25° product tray inclination
• 13" knife
ROI Element 1 – Increased Yield
Increased Yield Compared to 2000 Series—ROI Example
• Based on 50 pounds of product sliced per day sold in 3-oz. portions
• Number of portions saved annually vs. 2000 Series: 682
• Sell value per portion at $2.00
• Annual saving: $1,363
• Months to pay back on price difference: 4.4
3000 >
< 2000
ROI Element 2 – Reduced Cleaning Time
Reduced Cleaning Time – Product Features
• Tiltable and removable product tray
• Seamless product tray
• Optional removable knife
• Removable ring guard cover
ROI Element 2 – Reduced Cleaning Time
by 50%
Assume 50% cleaning reduction and $8/hr labor costs
Assume cleaning
time is currently
20 minutes
Pick how many
days a year in
operation
Pick how many times
a day it’s cleaned
ROI Element 3 – Reduced Upkeep
Reduced Upkeep – Product Features
• Enduralube™ self-lubrication
• CleanCut™ knife with Stellite® alloy edge
• Sharpen knife indicator light
ROI Element 3 – Reduced Upkeep
Reduced Upkeep – ROI
• Enduralube automatic lubrication system
ensures a long lasting smooth stroke
• Sharpen indicator light eliminates
unnecessary sharpening to increase life
of knife by 2.5 to 21 times
• Reducing the knife purchases saves
operator $150 per knife
Total Return on Investment
Food Service User (3-oz. portions)
Adding up the savings
• Yield Savings (50 lbs/day)
• Reduced Cleaning (2 cleanings)
• Reduced Maintenance
= 1,363
=
960
=
150
> $2,473
Payback on premium price in just months
The 2000 Series
Why its the most popular heavy duty slicer in the North America:
• Knives are most expensive consumable on a slicer. Our 12” CleanCut,
Stellite alloy knife lasts 3X longer than carbon steel.
• Sharpening stones are most frequently replaced consumable on a slicer.
Our Borazon stones last the life of the slicer, guaranteed. Can be washed.
• ½ hp belt driven drive system is ultra reliable
• Exclusive tilt AND removable carriage for easy cleaning any
time of the day
• Microban antimicrobial on touch points
• Removable AND submersible sharpener for complete
and easy cleaning (stones can get wet!)
The EDGE slicer
Why it’s the best medium duty slicer on the market:
• Easy to clean with open spaces and fewer nooks and crannies.
• Borazon stones last for years, saving money on replacements.
• Removable AND submersible sharpener for complete
and easy cleaning (stones can get wet!)
• The only gauge plate interlock in this category. Reducing one injury in
the life of the slicer, pays for the price difference.
Selling
Manual
3613
3813
√
2612
Automatic
2812
√
√
√
√
Features
2712
Burnished Aluminum
√
2912
√
Anodized Aluminum
√
√
√
√
Sharpening Knife
Indicator and Sharpen
Button
√
Select-A-Stroke™
√
√
√
Manual Lift Leg
√
Gauge Plate Interlocks,
Home Start, Close to
Stop, No Volt Release
√
30-second auto shut off
√
13” Knife (instead of 12”)
√
√
Gas lift Assist
√
3913
√
Manual Stroke Assist
√
3713
√
√
√
√
√
√
√
√
The Questions/Objections
• Is that knife removal system really safe and simple?
• Aren’t Stainless Steel Knives cheaper than yours?
• Won’t that sharpener get lost?
• Isn’t gear driven better than belt driven?
• Why is Hobart so expensive?
The Questions/Objections
• Is that knife removal system really safe and simple?
– Objections: Knife edge exposure, mounting/dismounting fears,
losing the tool
– Response: Knife edge is always covered. Never dislodged in
extreme testing.
– Response: There is no half-way.
The knife edge is always secured
in the ring guard or the Knife
Removal Tool. The user cannot
do it wrong.
– Response: Slicer works without it.
The tool will be stocked by
Hobart Service.
The Questions/Objections
• I don’t like your sharpener
– Objection: Removable can get lost, Borazon stones are too
aggressive
– Response: The sharpener is only removed for cleaning. Is stored
on the machine when not in use. Knife cover and product tray are
removable too! (including the competitor)
– Response: Stones and CleanCut knife are engineered for each
other. “Aggressive” is only bad for hard “brittle” knifes (stainless).
CleanCut, Stellite is “tough”. A spring and stopper prevent too little
and too much pressure on knife.
– Response: The benefits far out way the risk of loss. Removable for
easier cleaning, warewasher safe, stones work when wet, life-time
warranty!
The Questions/Objections
• Isn’t gear driven better than belt driven?
– Objection: Gears last longer than belts and have a lifetime
guarantee.
– Response: These aren’t your grandfather’s radiator belts. Highly
durable materials. Service data show belts are an uncommon
repair.
– Response: Our Belt Drive system is 97% efficient (power transfer).
Gears are approximately 75% efficient.
– Response: If a failure should occur, gear is an off-site repair and
covers parts only. Hobart belt replacement is an in-store service
call.
– Response: Belts do not slip, motor will shut down before the belt
would slip.
The Questions/Objections
• Aren’t Stainless Steel Knives cheaper?
– Objection: CleanCut knife is more expensive
– Response: CleanCut (Stellite) knife last two times longer
Diameter Loss per Year of Knife Sharpening
Diameter Loss (Inches)
0
0.1
0.2
0.3
0.4
0.5
0.6
Competitor Diameter Loss (.5323 in.)
Hobart Diameter Loss (.1217 in.)
353
337
321
305
289
273
257
241
225
209
193
177
161
145
129
97
113
81
65
49
33
17
1
Day
The cost of additional knives
adds $100’s to competitors’ cost
of ownership!
Accessories
• Knife Removal Tool – 3X13N w/out removable, 3X13-2,
w/removable
• Product Deflector – Thick slicing over 3/8” and 5.5” wide
• Full fence – Automatic slicing, all products
• Food chute – Vegetables
• 4” legs – Deli buddy application
Selling
Pricing
– Edge reliable low volume slicing
– 2000 quality workhorse
– 3000 premium with best performance and ROI
The Intelligence
• What buyers say they want
– Easy to use/simple operation
– Easy to clean
– Slicing performance
– Looking out for the operator
– Cost of Ownership
Conclusions
High Points (by slicer series)
• MICROBAN® antimicrobial product protection (3000, 2000)
• Exclusive tilting, removable product tray for ease of cleaning
(3000, 2000)
• CleanCut™ Stellite alloy knife stays sharper longer (3000, 2000)
• Top mounted Borazon stone sharpener saves money over time
(3000, 2000)
• Removable knife for easy cleaning (3000)
• Zero knife exposure when sharpening and cleaning for operator protection (3000)
• Enduralube™ carriage lubrication system to reduce fatigue and maintenance (3000)
• Removable ring guard cover for easy cleaning (3000)
• Glass bead finish on gauge plate, top knife cover and product tray reduces friction/rocking
(3000)
Next Steps
This presentation is available now on Hobart’s exclusive Dealer access
web site, under Marketing Collateral
www.hobart.ca/Dealer-Access
Be sure not to miss our next E-Learning:
– Mar 26: Berkel/Hobart Slicers
– Apr 10 & 19: Baxter Bakery Products
– May 10 & 29: Traulsen R&A Series Refrigerators
Want more of what you’ve seen today? Sign up for one of our industry
leading factory training sessions
– Vulcan April 26-27 in Baltimore MD
– Traulsen June 13-14 in Ft. Worth TX