VI - Why is FP different from other hot food options?
FP - Feast Point is different from other food options for a number of reasons. Most importantly the food is chilled not frozen so the cooking process allows the food to cook evenly through without needing resting time or stirring to obtain the best results. Also, the range and quality of the products is better than the other systems mainly due to the fact that this is Feast Point’s only business and the development process each product goes through prior to being allowed into the system. Feast Point do not operate vending machines but are a food business that sell their products through an automated system. Feast Point manages the process from start to finish with their own chilled supply chain and maintenance team allowing them to control the product and manage wastage which they take as part of their deal. The product range is packaged in bespoke designed packaging allowing the food to be hand held safely when heated and is branded under the Feast Point brand. Another unique feature of Feast Point is the menu rotation every ten days to avoid menu fatigue and the regular introduction of new products to keep the consumer coming back. Feast Point also holds regular product promotions and tasting sessions on client sites to allow the customer to enjoy the products and learn more of where they originate from. It is truly a unique service.

VI - Did you have any difficulties in sourcing machines to fit your vision?
FP - In order to find a system that could do what they wanted it to do Feast Point built their own bespoke system from scratch. This allowed the range of products to be held in the system that they required and for the cooking times for each individual product to be programmed into the system to avoid under or over cooked products being received by the consumer.

VI - Explain how the technology works?
FP - The system is built around a software package which was all part of the design process. The customer has the ability to view an image of each product prior to purchase on an integrated LCD screen and can also view the nutritional information, ingredients and allergy advice. When they have decided what they wish to purchase, the option to have the product ‘chilled to take home’ or ‘heat to eat now’ will show on the system. If they purchase a chilled product, the cooking instructions are on the packaging, and if they choose ‘heat to eat now’, the system understands what they have selected and will automatically programme the first available oven (there are two integrated into the system) to the exact cooking time and a digital display will show the name of the product and cooking time left. A queuing system is also integrated allowing over forty meals to be ordered at one time. The whole product, packaging and cutlery can be inserted into the oven and will be safe when heated. All the customer has to press is the start button and wait a maximum of two minutes for a perfect product every time.

VI - What payment options do you offer and why?
FP - The system takes notes, coins, tokens and can be modified to accept the various cashless systems available on the market. The customer can choose what they want for their particular site and is one of the advantages of having a bespoke system.

VI - What hot options are available?
FP - The hot options include a range of 400gm chilled meals, two types of fresh soup, a hot snack (eg Chicken breast skewers with a fresh dip, quiche etc) plus a range of chilled snacks

There are always four varieties of meal in the system to include a Mediterranean option, an Asian option, a traditional British option and a vegetarian option. Each system has telemetry fitted so we can see the sales of each item and if one range is not selling we can take it off the menu and add another selection that will be more popular so eventually we have a menu tailored to the client needs. The menu is rotated every ten days.

VI - What were your thoughts behind the range?
FP - Each item on the range is selected for its flavour and popularity in the market. We conduct market research into what dishes the public are buying. For example, fresh soup is a growth market and Asian and Mediterranean cuisines are the most popular in the UK. The customer will only buy a second time if they liked what they bought the first time, so quality is the key.

VI - What are FP long terms plans?
FP - The long term plans of Feast Point are to continue to grow their reputation and recognition of being the first choice for automated catering. We now have geographic coverage throughout most of England and expect to open a depot in Scotland in 2008. We will continue to add to our range and develop the Feast Point brand.

VI - What would you say to a specifier hesitant on taking the hot food route?
FP - If a site is hesitant to taking on a hot food alternative it is usually because what has historically been available has been so poor. We would ask them to try our product at a tasting session and let their staff decide what they think of our products. We offer something very different and there is no reason why good quality chilled food cannot be provided through a chilled automated system but I would suggest that the whole operation has to controlled by the single supplier to make it work. At the end of the day, the proof of the pudding is in the eating!

For more information on Feast Point please email Jonathan Skeath: jskeath@feastpoint.com

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