Top Tips for Rebranding Your Restaurant

Friday, June 14th, 2013

Let’s say you have all the right restaurant equipment, a great wait staff, and a decent customer base, but maybe your business isn’t seeing as much traffic as you need. It might be time to consider rebranding your restaurant. Rebranding consists of changing your marketing concept in order to promote awareness and increase revenue. For example, Domino’s Pizza garnered a lot of attention in 2009 by rebranding via its “Oh Yes We Did” campaign, which was focused on redesigned products and a need for transparency and quality. While you don’t have to undergo a Domino’s-style overhaul, the goal of any rebranding endeavor is the same: update your restaurant and increase awareness of your brand to gain customers and reform your image.

This week, What’s Cooking examines some things you need to know before you embark on a rebranding campaign.

Before You Start

First, decide whether or not rebranding will be worth the cost. Are you going to change the color scheme of your promotional materials, or are you going to renovate the interior of your restaurant entirely? Check how much you can afford to change, and stick to that budget. Next, determine your target audience to figure out what angle you want to approach your campaign from. Then decide if you’ll be primarily doing the work yourself or hiring a design and marketing professional. While you don’t have to drop thousands of dollars on a rebranding campaign (you might be able to do some construction yourself, for example), investing in a good designer, even if he or she is a local operation, can pay off in a more professional look.

Redesign Your Look

Make your new aesthetic consistent across all marketing areas. From your menus to your website, every aspect of your brand should agree when it comes to visual design, target audience, wording, and overall message. This kind of consistency will lend your restaurant more credibility.

Reinvent Your Cuisine

It takes more than high-quality restaurant equipment to bring in business. Even if your menu is made up of delicious, dependable items, changing with the times and trends is an important part of keeping your restaurant relevant, drawing in new customers, and keeping regular customers interested. Whether that means updating your drinks menu or trying out the locavore concept, there are many ways to rethink your food to make it more current. Likewise, make sure your specials are season-appropriate (cold gazpacho instead of hot tomato soup in the summer, for example).

Advertise Your New Image

In order for your rebranding to take effect, you need to create a buzz around your restaurant. Equipment you already have can help with this. How? Start by taking advantage of your existing communication avenues; put the word out about your redesign on Twitter and Facebook, send out promos using your email list, and update your website during the rebranding process.

Deliver Your Promise

Follow through with your new brand image. Delivering quality food and service is just as important as creating a new look. Restaurant equipment from top manufacturers can help you achieve this. ShortOrder’s restaurant equipment is the best, ensuring that your restaurant functions optimally day and night. Dependable restaurant equipment helps you provide great food and great service every time, encouraging customers to come back.

More About Restaurant Equipment

For more tips and tricks to help those in the restaurant business, follow ShortOrder on Twitter and Facebook and get the latest updates on restaurant equipment and more.


Comparing Commercial Microwave Ovens and Conventional Ovens

Thursday, February 28th, 2013

Microwave ovens have been making life in the kitchen easier since 1947.  The invention of commercial microwave ovens takes this efficiency to the next level.  They operate as high-volume heaters, and they are designed to withstand long hours and extended use in a restaurant kitchen (unlike home microwave ovens).  Both home microwaves and commercial microwave ovens use electromagnetic energy to make the water molecules in food vibrate, thereby warming them.  Foods high in water, like fruits and vegetables, will cook more quickly, as will those high in sugars and fats, like bacon.  A conventional oven, on the other hand, uses heat to cook foods, rather than the electromagnetic waves that commercial microwave ovens use.

So when are commercial microwave ovens best for cooking, and when should you use a conventional oven instead?  Read on for answers and ideas from ShortOrder.

Commercial Microwave Ovens

Commercial microwave ovens are great for quick work in the kitchen when a long cooking time in the oven won’t do.  A commercial microwave oven has a much higher wattage than home microwave ovens, and must meet NSF sanitation standards.  They are often more energy-efficient than other cooking methods, as well.

Conventional Ovens

Conventional ovens have the advantage of being able to bake, roast, and broil, the drawback being that cook time may be significantly lengthened, contrasting the quick convenience of commercial microwave ovens.  Note also that there are two kinds of ovens: gas and electric.  A gas oven often produces a moist heat but very little ambient heat in the kitchen, while an electric oven produces a dry heat, which is more optimal for roasting.

How to Choose

If you are still unsure of which type of commercial appliance would be right for your kitchen, or you have chosen but don’t know which brand to pick, read the reviews ShortOrder customers have written about the products we carry.  Reviews of Panasonic microwaves, Amana microwaves, Bakers Pride Ovens, and more can all be found on

SoundOff – Hot Food Tables

Friday, December 28th, 2012

Hot Food Tables
 December 2012

As we wrap up this holiday season, we are reminded of all of the big meals that are served this time of year. There are a lot of brunches and buffets occurring during the holidays. Therefore, this month we are highlighting hot food tables. We carry a wide range of styles. Some things to look for when purchasing your Hot food tablenext hot food table are: usage, top layout, and temperature needs.

You need to be aware of what you will be warming with your hot food table. There are many different types, ranging from water bath, dry, and infrared heat. They can have two wells, up to five wells, or the pizza hot food table, which doesn’t have any food wells. One thing that varies between each manufacturer is the undershelf; they can be stationary or adjustable. Some of our hot food tables come with a work-board or a cutting board, so you also need to be aware of those options when making your selection. Lastly, something that varies from model to model is the temperature controls. A hot food table will either have an infinite control, or a thermostat control, which would allow you to choose the temperature that you would like to have your table set at.

You can shop for Hot Food Tables at here.

Featured: Hot Food Tables
Features & Specifications


5 Star

- 18.75 Amps
- 120 Volt
- 750-Watt per well
- 48″ Length
- 3 Open wells
- 6″ Legs
- Stationary undershelf
- Warranty: 1 yr. parts / 3 mo. labor



4 Star

- 14.4 Amps
- 208 Volt
- 750-Watt per well
- 63.5″ Length
- 4 Dry wells
- Legs
- Adjustable undershelf
- Warranty: 1 yr parts only



4 Star

- 5.62 Amps
- 115 Volt
- 675 Watt
- 48″ Length
- Pizza holding table
- Legs
- Adjustable undershelf
- Warranty: 1 yr parts only



3 Star

- 17.0 Amps
- 120 Volt
- 1000-Watt per well
- 36″ Length
- 2 Open wells
- 3″ Legs
- Stationary undershelf w/riser
- Warranty: 1 yr parts/labor

Now Serving – Happy Holidays! Tips to Beat the Post-Holiday Blues and A French Toast Casserole

Wednesday, December 12th, 2012

December 2012 A monthly newsletter showcasing the taste of cookware ISSUE 48
Now Serving wishes you and your family a very Happy Holidays. How are things? Have you gotten out and dealt with the hustle and bustle at the stores yet? How is business going for your company? It seems, depending on your business, that things either really pick-up this time of year, or really slow down. Either way, we are here and happy to help with any of your commercial kitchen equipment needs.

We understand that money always seems to get tight around the holidays, and of course that is when the unexpected happens. So if you find yourself in a pinch and needing to purchase something unexpected, check out our great clearance section. We carry scratch and dent, and discontinued products that are all covered by the full manufacturer warranty. Holiday Tree

Be sure to “like” our Facebook page. That is the only way to catch our random daily promotions. We will probably have something going on soon for the holidays, and you don’t want to miss it. We also give away a $50 Gift Card to to one reviewer per month, so be sure to submit those product reviews. You could be next! Join me in congratulating this month’s winner: Mei-Lin Louie.

In this month’s issue: Tips on how to beat the post-holiday blues when heading back to work, a tasty French Toast Casserole, and our Featured Items: a Beverage-Air Back Bar Storage, a Hamilton Beach Blender, and a Nemco Pizza Warmer.

Remember, we have created this newsletter for you! If there is anything you’d like to know more about – give us a shout!

We would always love to hear from you!

Happy Holidays!

Meghan Jarrell


Going Back to Work

Beat the Post-Holiday Blues with these tips

Everyone has their opinions on the holiday season, some people love it, some people hate it. One thing that I think we all have in common is that it is never fun when they are over, and you have to return to work. In an article Getting Over the Fear of Sunday Night, Barry Moltz points out a handful of ways to approach a Monday to make it a little smoother. These can also apply to whatever day the holiday ends, and work begins for you this year.

First, write down tasks to Resting on deskaccomplish on your first day back. Take some time to look at your goals for the week. Eliminate anything that is unnecessary. Make a simple list and hang it where it is visible throughout the week.

Second, make plans to do at least one activity that you enjoy on your first day back. It doesn’t have to be anything major, maybe just lunch with a friend. It will give you something to look forward to and make the transition a little bit easier.

Third, use your first day back to gain some perspective. Take some time to sit back and assess where you and your business are headed. Do you still enjoy it? Do you need to make some changes? Is there a more efficient or cost-effective way to do something?

Fourth, quit whining. If you are not happy and continually complaining about your job and dread it, then it is time to take action and make a change. Use the energy it takes to whine and complain to create change instead.

Lastly, always be looking at your long-term objectives. According to Moltz’ article, if you are satisfied with your long-term goals and where you are headed, then it makes any day at work more bearable, because you know that you are headed in the right direction. You might even look forward to going back after the holidays. After all, at least going back to work gets you out of the house and gives you a break from the family.

Featured Products
Nemco 6451
Bev-Air Back Bar Storage
48″ – 2 Glass Door
$1,907.00 delivered
Hamilton Beach Blender
32 oz. Stainless Steel
$157.00 delivered
Nemco Countertop Warmer
Pizza Display Case
$1,255.00 delivered
Click for more info! Click for more info! Click for more info!

Featured Recipe

French Toast Casserole

Try this recipe from for a tasty way to start your day.

Yield: 8 Servings


  • 5 Cups bread cubes
  • 4 Eggs
  • 1 1/2 Cups milk
  • 1/4 Cup white sugar
  • 1/4 Teaspoon salt
  • 1 Teaspoon salt
  • 1 Teaspoon vanilla extract
  • 1 Tablespoon margarine, softened
  • 1 Teaspoon cinnamon

french toast


  1. Preheat oven 350 degrees. Lightly butter an 8×8 pan, and fill with bread cubes
  2. Mix eggs, milk, 2 Tbsp sugar, salt and vanilla
  3. Pour mixture over bread, dot with margarine and let stand for 10 min
  4. Sprinkle remaining sugar and cinnamon and bake 45 min
Short Order

Warming Up Your Ovens with Marketing Campaigns for Holidays

Thursday, November 22nd, 2012

It’s the most wonderful time of the year… for food.  Kitchens have been gearing up their ovens for the winter holidays, and now that they’re here, we welcome the opportunity to try out holiday specials and offer customers a variety of options during the holiday season.

So many holidays feature food as a major part of their celebration.  Think about it: chocolates and romantic dinners for Valentine’s Day, anything green on St. Patrick’s Day, a traditional Easter Dinner, barbecue for the Fourth of July, the soohor and iftar meals during Ramadan, all things pumpkin for Halloween, turkey and all the trimmings for the Thanksgiving, latkes (potato pancakes) and sufganiyot (jelly-filled doughnuts) for Hanukkah, and a feast for Christmas fresh from the ovens.  The possibilities for culinary creativity are endless.  Here are some good ideas to help drum up some business for your ovens on holidays year-round.

Use Unique Holiday Promotions
Offer customers some incentive to choose your business in particular on a holiday.  This might mean offering a specialized “green” menu on St. Patrick’s Day, advertising a discount or special service to larger parties around New Year’s Eve, or if you are a casual establishment, holding trivia nights with themed quizzes and small prizes.

Advertise Strategically
Think about your main demographic of customers and cater to them when advertising.  Place ads in the local newspapers’ or magazines’ food sections.  If your business has social media outlets, use them to advertise and promote any special offers you may be running.

Decorate for the Holiday
Opt for colors that match the season, and keep your décor neutral to cater to all tastes.  Colored lights for winter holidays, sparkly décor for New Year’s, candles and draperies for Valentine’s Day… you get the idea.

Stay Politically Correct
You may think that being “PC” is overhyped these days, but political correctness is something you should pay special attention to in your marketing.  Be inclusive in your advertising.  A simple “happy holidays” on signs, menus, and wished by your staff will welcome customers of all types, and the kind sentiment remains intact.

Keep your ovens full and your guests happy with unique advertising, and you’ll all have a happy holiday, no matter the time of year.

Gen2 Ranges: Not for Small Potatoes

Thursday, August 30th, 2012

Everything about Gen2 ranges says the sky’s the limit with these magnificent workhorses. Beautifully designed for efficiency, power and reliability, Gen2 ranges have not only earned our 5 star rating and our Editors Choice Award, but they were also voted Best in Class by Food Service Equipment Supplies Magazine.

And it’s no wonder. Let’s look at the Gen2 Range 60-GEN2-10B-S26-NAT. With two 26-1/2″ ovens, a stainless front, landing range and backguard, and a holding range of 150-500 degrees, this baby can naturally do some heavy lifting! This exceptional piece of restaurant equipment is built to sustain the rigors of the toughest kitchen out there and still come out shining. Easy to clean and incredibly reliable, Gen2 ranges are a long time favorite of both chefs and line cooks around the country, and for good reason, too. It would seem that there’s nothing you can’t do with this bruiser.

That is, except put it in a residential home. In fact, the manufacturer will not honor the warranty if the range is installed in a residence or home. And most home insurance policies will be voided as well. That’s because commercial ranges like Gen2 ranges are built for volume. While installing commercial ranges has become a popular trend, its very important to understand what you are getting into. The warranty conditions, codes, and policies are there for a reason–because most homes are simply not designed to accommodate commercial restaurant equipment.

But if you have a commercial kitchen, there’s just about nothing you can’t do with Gen2 ranges. The world is your oyster, or duck, or seared scallop, or steak. Now we’re getting hungry just thinking about it!

SoundOff – Commercial Ranges

Friday, July 27th, 2012

July 2012

A true anchor in any restaurant is the range. When purchasing your range, there are so many different options to choose from, it can be overwhelming. They can be topped with burners, griddles or both! Does it have a single oven, or two? Are they convection or standard? Casters or Legs? When picking through the major requirements, don’t forget to look at the smaller components as well.

BTU’s are an example of a smaller detail that should not be overlooked. Higher BTU’s can give you a “hotter” heat, but it can also mean larger gas bills. Also, commercial ranges have a standing pilot light, meaning that it never extinguishes. Commercial ranges require a vented hood system to help reduce the excess heat.

Legs are generally standard on commercial ranges, but casters (wheels) can be ordered as an accessory. They are helpful when trying to clean around and behind a very heavy range.

One final note: These commercial ranges are NOT recommended for residential use. Please be sure to buy them only for your commercial kitchen.

Happy Shopping!

36″ Commercial Ranges
Features & Specifications
Gen2 range
5 Stars
- Lift-off burner heads
- Removable oven door
- 5″ Stainless landing edge
- 6 Burners @ 30,000 BTU
- 30,000 BTU 30″ standard oven
- 6″ adjustable legs
- 1 yr parts and labor warranty
Vulcan Range
3 Stars
- Lift-off burner heads
- 12″x12″ cast iron top grates
- 6 Burners @ 28,000 BTU
- 35,000 BTU 22″ standard oven
- 6″ adjustable legs
- 1 yr parts and labor warranty
turbo air range
Turbo Air
3 Stars
- Lift-off burner heads
- Removable oven door
- 12″x12″ cast iron grates
- 6 burners @ 32,000 BTUs
- 35,000 BTU 26.5″ standard oven
- 6″ adjustable legs
- 1 yr parts and labor warranty
garland range
3 Stars
- Lift-off burner heads
- Keep-cool door handle
- Large knobs
- 6 Burners @ 33,000 BTUs
- 38,000 BTU 26.25″ standard oven
- 6″ adjustable legs
- 1 yr parts and labor warranty

Vulcan Ranges: Prize Fighters in the Kitchen

Thursday, July 26th, 2012

Vulcan ranges come from a tried and true brand known in kitchens throughout America for their reliable and sturdy restaurant equipment, including griddles, steamers, cheese melters, fryers and yes, ranges. Anyone with experience in the food service industry knows the glaring difference between the front and the back of the house. In the front, diners are met with peaceful, calm, and attentive service in an atmosphere designed for enjoyment. But in the back of the house, the kitchen can look more like a fighting ring or a three ring circus than a food establishment. People are yelling, food and tools are moving around rapidly, and a swirl of busy (and sometimes dangerous) activity is happening. If you get in the way, you’re toast. Over time, restaurant equipment takes a real beating. Only the sturdiest and most reliable equipment stands the test of time. Vulcan ranges are up to the challenge.

For example, with a MIG welded frame and stainless steel front, sides and backriser, the Vulcan Range 60-SC-6B-24GB-NAT can withstand the roughest of kitchens and still produce like a brute. With six top burners operating at 32,000 BTU/hr and an equally powerful convection oven, this baby can come out swinging and be the last one standing. Of course, if something a little smaller is needed, Vulcan ranges also come in 36’ and 48’ sizes. But every single one of these babies is built like a fighter.

With Vulcan ranges, you know you have power on your side. Well-rated and well-known, Vulcan ranges are career fighters built like champions. When the bell rings and all chaos ensues, with Vulcan ranges you know your kitchen will be a match for both the hunger of your customers and the abuse from your staff. Why trust anything less than a champion fighter in your ring?

Frymaster Fryers: The Kings of Crisp

Friday, June 29th, 2012

Onomatopoeia is a word that imitates the sound it describes. What better onomatopoeia than the word, “crispy?” Think about it–crisp, savory fried chicken, crispy french fries, crispy fried shrimp. The word “crisp” just makes your mouth water, doesn’t it? You hear the word and you can just imaging your mouth biting down on that morsel of fried goodness. So here’s the deal–whatever you fry, it has to be crispy. People smell fried food and they imagine the moment they hear the “crisp” and taste the juicy or gooey or fluffy interior of that tasty delight. So when it comes to the crisp, you have to deliver. And your restaurant equipment better be ready to perform.

Fortunately, Frymaster Fryers are the kings of crisp. At Short Order, we offer a wide selection of Frymaster Fryers, each with admirable ratings for their excellent performance. For example, the 4-star Frymaster Fryer GF14-SD-LP offers a gas, open-opt design with 40lb of oil capacity, precise controls and a deep cold zone. The features of this fryer are exceptional. And you get all that with free shipping and a low price. And let’s talk about filters. To get that unbelievably delicious, unforgettable fried taste, you need an excellent filter. Check out the Frymaster Fryer Filter PF50R, a portable fryer filter with 50lb capacity, reversible pump and casters. This Frymaster Fryers filter, earning our editor’s choice award for excellence, will make sure your oil is in top cooking condition.

With Frymaster Fryers, you can guarantee that your treats and morsels will come out smelling, tasting and sounding delicious. That’s because Frymaster Fryers make it their business to bring the “crisp” to your business. Proven over time to provide excellent, reliable performance, Frymaster Fryers are the trusted, proven and preferred equipment for restaurant owners across the nation. Frymaster Fryers deliver the crisp. And ultimately, isn’t that all you want? Frymaster Fryers — it’s the final word in crisp.


Cool is Hot All Over Again

Thursday, June 21st, 2012

Imagine the low, cool tones of Barry White, accompanied by that groovy beat, sliding out over the dance floor like the smooth waves from a smoke machine. The disco ball spins white lights all over the floor. It’s the 1970’s, baby. That was when cool was hot. Cat’s were groovin’ to a rhythm that could take it’s time. Today, things move much faster. With all the electronic devices keeping us plugged in all the time, coolness  (the way it was meant to be) seems a thing of the past. Not so with Beverage Air Refrigerators.

Cue the funky music, mellow out, and take a moment to embrace this fabulous line of Beverage Air Refrigerators. Short Order carries over 120 models of Beverage Air Refrigerators, every one of them earning a 5-star rating. And with no less than 40 models carrying our highly -coveted Editor’s Choice award, you know you are getting high quality restaurant equipment, no matter what model you choose.

Take, for example, the Beverage-Air Undercounter Refrigeration UCRD119A-8. This boxy lady has 8 drawers of cool, rear-mounted self-contained refrigeration, all on top of six beautiful casters that let her slide right under the counter like it’s a limbo bar at the skate palace. And you get all the performance that Beverage Air Refrigerators promise for nearly $2,000 under the typical dealer price, and free shipping. Right on! If you’re looking for something a little smaller, but still boss, check out the Beverage-Air Worktop Refrigeration WTR27A. This little dude can chill with the best of them. With casters and a worktop surface, this guy is one useful piece of kitchen equipment. And just like all of our Beverage Air Refrigerators, the price is outta sight!

So whether you are a the owner/chef of a small local food trailer or the executive chef of a five-star restaurant, you too can hang loose, knowing that, with Beverage Air Refrigerators, your refrigerator will keep on truckin.’ Can you dig it?

Short Order | What’s Cookin’

A Restaurant Equipment Blog for the Enhanced Professional Kitchen

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