TurboChef Residential Speedcook Ovens

TurboChef was already running in the commercial market for speed cooking with the help of names like Dunkin Donuts and Subway. Consumer products was another matter. Innovative technology is a difficult thing to quantify to consumers who are going to pay top dollar for a premium appliance – especially in a marketplace full of established competitors. The website for TurboChef’s Double Wall Speedcook Oven had to perform just that task – showcase the product innovation.

Showcasing Innovation

The oven featured a radically designed interface courtesy of Frog Design that promised to make cooking more human than an exercise in chemical engineering. A new air impingement technology promised to take the oven beyond traditional convection cooking. The website had to convey these details in a simple straightforward way that would allow potential buyers to have an initial experience with the brand. Traditional “brochure” style content was a given, but the finer points of the product called for something more sophisticated – a series of Flash modules that conveyed key points:

• Overall features
• How the oven works and why it’s so different
• The new cooking interface
• Sample cooking times for comparison
• Specifications

Celebrity Chefs

In addition to general product information, a lot of work had been done to get high profile chef’s to use the new TurboChef oven in their restaurants. Chicago’s Charlie Trotter and Atlanta’s Guenter Seeger were key pieces to developing a content strategy including appearance videos, menus, and press releases.