The Concept
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The concept of the Celfrost Brand Centres is fairly straight-forward. A franchisee who is oriented on business development and customer service in the hospitality industry basically renovates his showroom as per the design norms of Celfrost and displays the company's product range under its guidance and see his business soar. It has transformed the business of 12 franchisees already and many more have signaled their interest to start up. Celfrost maintains discretion on the choice of a franchisee and the 'Brand Centre' decision is based on calculated parameters that not only ensure complete success of the venture but also facilitate a progressive growth trajectory; thanks to a comprehensive bouquet of well-accepted foodservice brands that can be sold from an authorized centre.

Recognising the latent need of its prospective customers to 'touch & feel' the equipment before purchase, Celfrost has pioneered the concept of creating exclusive brand centres in the field of commercial refrigeration and food service. These centres display a range of high quality food service equipment in a pleasing and functional manner to enable the prospective customers visualise their eventual use in their respective environments. Having rolled out this concept in June 2009, it has already set up 14Celfrost Brand Centres in different cities such as New Delhi, Mumbai, Bangalore, Hyderabad, Chandigarh, Lucknow, Goa, Bathinda, Gurgaon, Karnal, Jalandhar, Raipur, Ahmedabad & Hisar and plans to take them to various Tier I and Tier II cities in India.

A select number of these Brand Centres are now in the process of being upgraded into 'Experience Centres' with a complete back up of culinary support and chef training.