In a recent interview with Steve Orlando from Fixturelite, a leading micro market fixture and design company, I confessed that, as an operator in the early days of micro markets, I typically used coolers provided by Coke and Pepsi. They were free on loan, and in the early days of micro markets, the concept of unattended retail was so novel that you could get away with just about anything.
From free to premium: Why reliability matters for serious operators
Orlando gave me a serious admonishment for that choice, and he told me he is amazed that he still sees it happening today, 12 years later.
“With coolers and freezers, there is a point where you have to decide that you are serious about reliability, food safety, impressive design and just pure overall quality,” Orlando said. “That is when you buy equipment from Due North — because on top of everything else, the equipment looks great, and your commitment to quality and reliability sends a message to the decision maker.”
After getting a “beat down” from Orlando, I spoke to Sean McGrann, a refrigeration industry veteran who was named chief commercial officer at Due North in January. He was surprisingly empathetic about the use of free equipment. McGrann said he can appreciate that glass-door coolers are expensive, and if an operator is just starting up, he understands why they might opt for free equipment. “Of course, I get it. But are those coolers really free?” he asked.
Pro tip: Why quality equipment matters
“Using that type of equipment limits your flexibility in terms of what you can merchandise, and we find that as operators get further into the micro market business, they want control. They want flexibility to be able to sell what is best for their customers,” McGrann said.
“It comes down to where you are on the journey as an operator — what your customers expect from you, and the revenue level of your accounts. I always urge folks to sit down with other operators and talk it over, understand how important it is to use quality equipment and have freedom of choice. When an operator is ready for that — and when reliability is paramount — Due North is here to help,” he added.
Due North Advantage: Innovation meets design
Minus Forty, founded almost 40 years ago, had a history of producing high efficiency, glass-door merchandising freezers. In August of 2022, Minus Forty and QBD merged their operations to create the new company, Due North. McGrann explained that QBD coolers are very beverage-oriented — a popular choice for bottling companies.
Minus Forty freezers and coolers are designed for food and beverages as well as for smart markets. The brand is a popular choice for unattended retail operators.
“Both Minus Forty and QBD have a deep history of driving innovation as it relates to refrigeration, and partnering with customers to solve their unique needs. I think that really carried over in the DNA when Due North got put together — the concept of partnering with customers, driving innovation and developing unique solutions — that ultimately is who the organization is,” McGrann said. “It comes through time and time again.
“As the advent of smart coolers has come into play, I think we’re in a really good position to help operators find the right solution,” he added. “We are very nimble, fast-moving, creative and ultimately looking to partner with our customers to solve their needs.”
Idea to Aisle: Custom solutions for every operator need
McGrann said Due North is developing solutions for customers behind a concept they call “Idea to Aisle.” It involves sitting down with each customer and helping them get what they need: a branded unit, a unit with specific technology, even a special size, shape or color.
“Idea to Aisle represents our process and our ethos in serving our customers,” he said.
