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Issue Date: Vol. 46, No. 4, April 2006, Posted On: 4/15/2006

Kraft, KRh Augment Branded Hot Choice Diner Programs

Tim Sanford

— Kraft Foodservice and KRh Thermal Systems, Inc. are expanding their marketing efforts on behalf of KRh “Hot Choice Diners” branded for Kraft hot food lines.


Under the new program, branded Hot Choice Diner automated restaurants will be available in select metropolitan markets, including Atlanta, Baltimore/Washington, Chicago and Philadelphia.


The firm explained that the change has been made possible by moving the food into open distribution, using existing national vending and foodservice distributors, and establishing local service support.


Foodservice operators in the selected markets thus will have easy access to automated “mini restaurants” that can provide hot meals, served in less than two minutes with pushbutton convenience.


Two Kraft branded Hot Choice Diners are available: the Carry-Out Café and the Tombstone Pizzeria. Each is a 4x6-ft. automated restaurant that invites customers to choose from a variety of popular selections: Kraft Macaroni & Cheese, Oscar Mayer hot dogs, a grilled-cheese sandwich built around Kraft cheese, Tombstone pizzas and even Oreo brownies.


Placement of these machines has proven successful in a variety of outlets including hospitals and military bases, colleges and universities, and limited-lodging facilities.


“Automated options are particularly relevant today, as foodservice operators try managing business challenges – labor, operating expenses, spoilage, off-peak hour service requirements – that never seem to diminish, while still providing discriminating consumers with convenient, high-quality, familar menu items,” said Michael Rudder, president and chief executive officer of KRh Thermal Systems.


“Kraft Foodservice is excited to be leveraging the power of our top-selling brands with the technological advances presented by KRh,” said Kraft Foods North America Foodservice president Thomas Sampson. “We see a definite demand for readily available hot meal and snack solutions in the $430 billion foodservice industry – and also in markets foodservice has yet to reach.”


Information about obtaining Kraft-branded Hot Choice Diners may be obtained by calling (800) 537-9338.

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