INTERVIEW to Josep Ramon SubiraCEO of Mychef
FFounded by Josep Ramon Subira in 2011, Mychef is a Lerida-based company that specializes in the design, development and production of innovative equipment for restaurants, hospitality and catering. It is present in 55 countries, where it offers technological solutions that make life easier in professional kitchens and improve cooking results.
Mychef was born out of a collaboration with chef Joanne Rocco.
• Yes, to develop the Thermal Stability Control (TSC) patent, which enables low temperature cooking with a stability of ±0.2 tenths of a degree. Since then we have developed our own technology and offer a wide range of ovens – the most accurate on the market – for gastronomy, baking and confectionery, as well as other equipment such as vacuum packaging machines. We want to make life easier for restaurant professionals with very easy-to-use, intuitive, reliable and efficient equipment, not forgetting design, winners of prestigious international awards such as Reddot, If or the German Design Award.
How has the company developed over the past ten years?
• We currently hold more than ten of our own patents and our ovens are in the kitchens of prestigious chefs such as the Rocco brothers, the Torres brothers and Marc Ribas. After more than ten years of innovation, we offer a range optimized for all needs. We have grown from a small research and development team to a staff of a hundred people, exporting almost half of our products to more than 50 countries.
Mychef is headquartered in Torrefarrera, Lleida.
What challenges did you have to overcome?
• The market for equipment for professional kitchens in Spain was already consolidated and very mature. Given that the oven is essential in any kitchen, we sought a unique value proposition by investing in solutions such as temperature control, consumption efficiency and simultaneous and super-accelerated cooking. Our differentiation lies in constant innovation – we allocate 9% of turnover to research and development – and in our own technology patents.
We have more than ten patents of our own, and our ovens are in the kitchens of such famous chefs as the Torres brothers, the Rocco brothers and Mark Ribas.”
What is the company’s value proposition?
• Our distinguishing factor is our brand premium available with excellent after-sales and customer service, with products that adapt to each business and increase its profitability. This proposition is based on four pillars: useful innovation, comprehensive reliability, optimized range and profitable investment. We offer advanced technology, reliable products, solutions adapted to every need and excellent value for money with high energy efficiency.
How was the process of internationalization?
• The international market brings us great satisfaction, and 50% of our sales are already exported. We have agreements with distributors all over the world and have our own employees in several countries. Last year we opened a subsidiary in France with a technical and commercial team and signed an agreement with a partner in the United Kingdom to increase Mychef’s presence in that market.
Mychef exports 50% of its products
What surprised you the most about each market?
• Gastronomy, recipes and culinary customs of each country are very diverse and sometimes a challenge for our chefs. Fortunately, the entire Mychef sales team is made up of professional chefs who are trained and ready to address our customers’ needs and questions.
How do you plan to continue to grow?
• We have an expansion plan for the next three years with which we aim to double our sales volume. To achieve the goals set in this plan, we have the most advanced technology and equipment at our plant. We are pioneers in laser welding and have recently prepared the first robotic welding machine, which will allow us to increase the efficiency and speed of production. Looking ahead, we plan to expand our facilities and anticipate that within a year to a year and a half we will be able to begin construction of a new warehouse that will have the capacity to support our growth and expansion goals.
Do they have a partner finance to implement these projects?
• We are very pleased with our cooperation with BBVA. Their human and professional attitude is excellent and they are always willing to cooperate when we need help. We are very pleased with your personalized and attentive service. ❐
