Thermomix® celebrated its 50th anniversary this year, i.e. 50 years have passed since its invention. This is quite a lot for a device that still evokes a lot of emotions, and quite short for equipment that changed the course of culinary history. Where to find the sources of its phenomenon? Is it a random story or an ever-established brand that also has significant flexibility in its DNA?
Few people know that Thermomix®device history it started with the VKM5 cup blender, which had the functions of mixing, mixing, kneading dough, chopping, chopping, chopping and squeezing juice. One day, around 1970, in France, an absent-minded sales representative forgot to bring matches to a presentation. They were also absent from the home of the hosts of the presentation. Thus, the meeting ended faster than planned – the representative was unable to prepare a cream soup, the ingredients of which were already waiting, mixed in a cup. It was all the more unfortunate for him that he was being inspected by one of Vorwerk's engineers. But for the company, it was an inspiration that changed the face of the Thermomix ® device. In 1971, the world saw the VM 2000-the first device that combined the previous functions with simultaneous heating of components in a mixer.
Human to human
The very first years of the Thermomix brand show that its creators are closely monitoring the needs of households of that time who are looking for devices for cheap and easy cooking at home. So it was with subsequent innovative models that met the needs of subsequent generations or even outstripped their expectations.
At the request of customers, Vorwerk has increased the mixer to 2.2 liters, while maintaining the ergonomics of its use. The steamed Varoma appetizer was a response to the growing search for healthy cooking techniques. Built-in scales-another big advantage of Thermomix® - were introduced in the TM21 in the 1990s. Touch screen and direct Wi – fi connectivity to the Cookidoo ® recipe platform-a digital revolution in the world of cooking-is the standard that we have offered in the last decade. It is also worth adding that the current model-Thermomix ® TM6 (in Poland, the premiere took place in 2019) - is a device that constantly expands its capabilities through subsequent system updates, as simple as updating your phone or computer. Thus, the device has the following settings: m.in modes: egg cooking, rice cooking, sous-vide, pre-washing, fermentation or newly introduced – peeling.
Since 2017, Vorwerk International has been developing a Cookidoo ® recipe platform compatible with the Thermomix®device. For a huge number of customers, it is an argument in favor of buying a device. Coming with daily inspiration, it allows you to intuitively search for recipes through various filtering options. Then, from the selected recipes, an accurate shopping list is created for their preparation. Once we have the ingredients, Thermomix – thanks to on-screen commands-guides us step-by-step through the individual cooking steps. It doesn't matter if you can cook or not, the result is always the same – delicious!
Currently, there are about 87 thousand laws on Cookidoo, and in Polish there are more than 5 thousand of them. It is important to note that none of them were created by artificial intelligence. All of them were created by specialists from the Thermomix Recipe Development department in Poland or the Global Recipe Center, and were additionally tested by three third – party testers before publication. Recipes are an offer that meets modern culinary trends and fashions (for example, viralowa Dalgona Coffee during the lockdown during the Covid-19 pandemic, it was a substitute for a home cafe), availability of seasonal products or direct customer requests.
The slogan of design by people for people always remains close to us. During her one-and-a-half-year career at Vorwerk, Poland has already tested several prototypes of digital products and solutions. I could express my opinion about their disadvantages and advantages, suggest changes, share my UX, and at the next stage of testing, check the improvements made. Thanks to this, I can inform you today that the new products that will soon be implemented will be another great addition to the existing features of the Thermomix® device for users. I'm sure we'll hear their greetings: "this is what I needed! 😍"or" wow, I wouldn't have thought that Thermomix would be able to perform this action for me! 💚”.
Selling around the table
The fact that a person is of fundamental importance in the context of the Thermomix® brand is known not only to insiders of the company, but also to almost everyone who once thought about buying this device. You can't find it in home appliance stores, own-brand stores, or even in the Vorwerk online store. The only way to purchase a Thermomix ® device is to contact your sales representative. The poor reputation of direct sales is a barrier for many, but Direct sales in the kitchen and at the table-as our experience shows-is a completely different quality.
It just so happens that a great circle of our representatives are passionate chefs who like to spend time cooking and delighting others with their dishes. They are often our first point of contact with the client. We talk about them "enthusiastically", and the hashtag they use when reporting their work is #lovamtocorobia. You understand, it can't go wrong! In addition, the company equips them with sales skills and clear terms of cooperation, as a result of which they develop their wings as sellers and become simply ambassadors of the Thermomix®brand.
Representatives are people who know the device through and through and use it every day. Thus, they provide a completely different quality of information than what we can expect when contacting a salesperson from a home appliance store. Our device is not lost on the shelf between similar ones, among hundreds of devices that the seller did not even have the opportunity to test. In addition, the presentation formula has a relaxed character-in the company it is called a "party". In any case, good food always guarantees a lot of positive emotions! Hosts can choose a menu that they prepare with a representative, invite friends, ask the representative about the practice of using TM6.
What makes Thermomix's increased brand awareness different beyond the range of multi-functional kitchen appliances it compares is the ability to learn about the device in your own home. This handy option lets you test how Thermomix will look on my kitchen counter, whether I can handle its maintenance, or whether I can spread my culinary wings with it. It's like buying "eat a cupcake and have a cupcake" – you only pay for the device after you test it and are sure of your choice.
Which is for everyone, it sells well
Everyone in the industry knows that one of the first steps in defining a marketing campaign is to identify the group that we will target in our product. What about when you promote an activity-facilitating device that consumes almost every adult in the world on a daily basis? We confessed to each other that Thermomix® is for everyone, and we were never limited to achieving our communication! We have diversified our message across different channels and adapted the style to individual audiences present at different points of interaction. Thanks to the versatility of the Thermomix® device, it was easy to find a variety of excuses to talk about it.
Gourmets, lovers of cooking, aspiring: You know how to cook and want to develop your skills by having access to precision, repeatability, quality effects or sous-vide – Thermomix cooking for you!
Raw people who don't have any culinary skills, who treat cooking as a necessity and want to spend as little time as possible on it: If you don't know how to cook or don't like spending time shopping and cooking, Thermomix® and the Cookidoo® recipe platform will guide you through all the steps of cooking, right up to a unique dish on your table.
Elderly, disabled, sick, recovering people: Your health or age does not allow you to fully engage in the kitchen-do not worry, Thermomix® will prepare yeast dough for you, peel potatoes and, in the end, wash yourself.
On a diet, athletes who care about eating very consciously: If you want to be sure of what your food consists of, follow your diet and prepare your meals according to a strictly defined plan – Thermomix® is for you!
Cooks, cooks, confectioners: You are a chef you need a device whose technical capabilities will always give you a precisely defined result, will allow you to avoid failures and which will work even out of sight – boss, Thermomix® will meet your expectations.
In addition to the huge power of the referral system, which has a human face (as opposed to cookies in your browser), we have been present in social networks since 2009, and this is where we keep in touch with our customers. On Facebook, Instagram, Pinterest, LinkedIn (like Vorwerk Poland) – in each of them we talk about the Thermomix brand from a slightly different point of view, and our publications have a format adapted to this algorithm. We are right where our you are looking for!
"Being front to customer" is very important in Vorwerk. Because high-quality, almost indestructible equipment is certainly an important aspect, thanks to which the Thermomix® brand grew in strength and created a group of loyal fans around it. Another thing is the attentive ear and eye of our employees-it is thanks to them that we realize the dreams and needs of the next generations of customers, speak a clear language and can be there for them where our support is needed.
Junior specialist in Marketing Communications and PR.
He is a graduate of the University of Warsaw and the Main School of Agriculture. We have been in the HoReCa industry for more than 10 years. For many years, he has been associated with the Trip group, Sobienie Royal Golf and Country Club, and the Florentin Restaurant in Warsaw.
She graduated from the Faculty of Architecture of the Warsaw Technical University with a degree in Architecture for the Knowledge Society and Visual Communications at the Polytechnic University of Milan. A specialist in creating a mood. She has gained experience at home and abroad at numerous international seminars (Seville, Lisbon, Florence), fellowships at La Sapienza (Rome), etc. m.in. in Carmi e Ubertis and ADM Milano.
A manager with many years of experience in the cosmetics, food, and children's industries. During his career, he was associated with such companies as: L'Oreal, Samsung, Danone-Nutricia, Unilever. During his professional life, he was responsible, among other things, for the development of e-commerce sales and content in Poland and the countries of Central and Eastern Europe. 
