I recently finished building a house with my dream kitchen so I have spent more than my fair share of time look through appliance reviews and magazines. During all of this I noticed that the TurboChef brand of ovens had really stepped up their advertising. I have never had any affinity or consideration for the brand since their products usually come in around $8,000 and their product design doesn’t go with my interior design style as they look like the child of the Jetsons and the work of Karim Rashid.
My curiosity eventually got the best of me and I went to their site to check out the ovens and found tey had launched a new microsite called theovenreinvented.com. The site is narrated and hosted by Chicago-based executive chef Charlie Trotter who I have always found more than a little pompous so it didn’t help my image of the brand. The site is broken into two parts – Explore and Cook. Explore lets you dissect and display the various signature parts of the oven so you can see what it is you are paying for. Cook lets you choose a time period that corresponds to a video of Trotter cooking one of his signature dishes to demonstrate that the oven will cook faster than a normal oven.
So in the end I didn’t decide that I wanted to spent 8 times more to get one of these but the site does a good job of showing off the product and making an impression which great design and production value. I am interested to talk to some friends who also like to cook and are in the process of remodeling their kitchens to see if a site like this would really influence their decision on such a high dollar purchase.