In a world where products compete not only on quality, but also on the experience they offer, the meat maturation cabinet has become more than just a technical tool. It is a piece of communication, of positioning and, yes, even of selling. Because when a customer enters a shop and sees a Dry Aged cut displayed behind an illuminated glass, he starts to buy with his eyes long before reading the menu.
This article is intended for distributors, technicians and new industrial refrigeration dealers in the gourmet Horeca sector. We will address the real business benefits what a well-chosen Dry Aged maturing cabinet offers, how to turn it into a selling point and what opportunities it represents for restaurants, boutique butchers or speciality shops.
Meat maturation cabinet as a silent marketing tool
Few machines have the power to communicate without words like a ripening cabinet. Especially if it is located in a visible, well-lit space with product inside.
Why do you sell alone?
- Activate desireThe sight of the product maturing conveys exclusivity, care and authenticity.
- It associates the premises with haute cuisineThe customer associates Dry Aged with prestigious restaurants.
- Generate contentis photographed, recorded and shared on social networks, acting as a digital showcase.
- Supports the premium priceThe price per portion of meat: visually justifies a higher price per portion of meat.
📌 A study by Cornell University (2017) showed that products displayed in visible professional environments increase the customer's perception of value and willingness to pay by up to 20% more.
🔗 See study
Real-life use cases: how different businesses make their maturing cabinets profitable
It is one thing to know the technical characteristics of the equipment. It is quite another to see how that data translates into real, measurable results. These examples demonstrate how restaurants, butchers and gourmet shops turn the ripening cabinet into a profitable investment that directly impacts their revenues and positioning:
🍽 Signature restaurant in Barcelona
He installed a Coreco DAV-400 model in the dining room, visible to all diners. He made it part of the sensory journey of the tasting menu. In just 4 months, the average dinner ticket increased by 18%. In addition, the restaurant was featured in the gastronomic media, which highlighted its commitment to artisanal maturation.
🥩 Boutique butcher's shop in Lyon
The owner used a cupboard as the main display case, illuminated and explained with educational signage. By showing the maturation process and differentiating the product, Dry Aged went from representing 10% to 28% of his monthly turnover in just 6 months. The cabinet became a symbol of trust and differentiation from supermarkets.
🏨 5-star hotel with gastronomic restaurant in Málaga
It created an exclusive experience called "Time Tasting", in which diners visit the maturing cabinet before sitting at the table. The impact on social media was immediate: photos, stories, mentions, Google Business ratings... The cabinet also works as a sales pitch for private events and positions the hotel's cuisine as a signature experience.
These cases are proof that a well-placed, well-communicated and well-utilised wardrobe is not just a technical investment, but a cost-effective marketing tool..
Key commercial advantages for the Horeca professional
Investing in a professional Dry Aged ripening cabinet is not just an operational improvement. It is a strategic decision with multiple advantages for the Horeca channel:
1. Immediate differentiation
Few venues have visible ripening technology. This automatically becomes a statement of intent: "Here we take care of the product. There is quality here.
2. Value added to the menu
A single cut of matured meat can position the entire menu. It even allows you to create a specific section or tasting menu around the Dry Aged. The offer is diversified without expanding the operation.
3. Better margin per ration
Dry Aged meat makes it possible to work with higher prices, and thanks to technologies like the Coreco Master Ageing ControllerThe shrinkage is reduced to below 10%, increasing the real economic efficiency of the product.
4. Emotional sales pitch
A retailer or distributor who presents the cabinet not as a machine, but as a "showcase of taste" or a "time box where taste matures", connects with the shopper from a more emotional place, which triggers quick decisions.
How to create a shopping experience around the maturing cabinet
In the gourmet sector, the product is sold not only for what it is... but also for what it is. how it is presented. And the ripening cabinet has all the potential to become a narrative axis within the commercial or gastronomic space. Here are some practical ideas for enhancing the customer experience and increasing conversion:
- Strategic locationPlace the cupboard in areas visible from the entrance or from the tables. Exposure triggers desire without the need for words.
- Educational signageExplain what Dry Aged is, the days of maturation, the type of cut. Well-presented information makes the customer an accomplice in the process.
- Themed menus and eventsCreate exclusive dishes according to the degree of maturation or celebrate "taste weeks" to highlight new cuts.
- Collaborations with chefs and influencersInvite them to show the maturation process. Your community will want to try it.
- Sensory language on the menuAvoid technical terms. Use phrases such as "cut matured for 45 days to achieve a deep flavour and silky texture".
- Trained staffA team that knows how to tell the story of the cabinet and its benefits creates a coherent and memorable experience.
When the customer feels that they are getting access to something unique, authentic and well explained, willingly accepts the premium price. And that, in a competitive environment, is pure gold.
What to look for in a meat maturation cabinet that really sells
Not all maturity cabinets are designed to communicate. A good salesperson must know how to highlight the aspects that transform a technical tool into a key part of the gourmet experience.
| Element | Commercial importance |
|---|---|
| Triple-chambered glass with low-emissivity coating | Visibility without condensation: communicates flawlessly |
| Specific LED lighting | Enhances product colour, visual appeal |
| Stylish, industrial design | Integrates well in sales rooms or open kitchens |
| Precise parameter control | Guarantees the quality of the result, and therefore of the sale. |
| Remote connectivity (WiFi/Bluetooth) | Facilitates maintenance and traceability |
👉 Consult the models DAV-200 y DA-750 of Coreco Gourmet.
Recommendations for new vendors in the sector
The technical salesperson of the 21st century must not only know product data sheets. They must storytellingto interpret needs and translate technical features into commercial benefits.
Here are some practical recommendations:
Speak from the product, not from the team
Don't sell the cupboard. Sell the steak that will be more tender. Make him see that what will sell is the dish with a premium ticket. Sell the image of the restaurant that goes up in reputation.
He cites studies and figures
Data like "shrinkage below 10%" or "control of 7 variables" give credibility. If you can prove it with real customer cases, all the better.
Involve the chef or owner
Ask open questions:
- Have you thought about offering Dry Aged meat as a table experience?
- Would you like your customers to share photos of your product before they even try it?
Rely on aesthetics
Bring pictures, renderings or even a short video of the equipment in operation. Nothing sells better than seeing the final result.
Frequently Asked Questions (FAQs)
How much space does a meat maturation cabinet need?
From compact models such as the DAV-200 to large capacity cabinets such as the DA-1002, there are options to suit small kitchens or display areas.
What kind of maintenance does it require?
Minimal. Most Coreco Gourmet models feature automatic defrosting, intelligent ventilation system and remote connectivity for monitoring.
What is the lifetime of the equipment?
With proper use and preventive maintenance, the enclosures can exceed 10 years of service. They are made of AISI-304 stainless steel with highly durable components.
What differentiates Coreco from other manufacturers?
Control of up to 7 variables, low wastage (<10%), sustainability (refrigerants R290/R600a), and manufacture in Spain with international support. In addition, the design is designed not only to work, but to seduce.
Does it pay for itself quickly?
Yes, a restaurant serving 5 to 10 Dry Aged dishes per week can pay for the equipment in less than a year thanks to the margin per portion and the increase in average ticket.
Conclusion: When the cold also excites
The meat maturation cabinet is not just another technical element. It is a visible value generator. A silent ambassador of the quality of your brand. A display that educates, attracts and builds loyalty. For new marketers and distributors in the gourmet sector, understanding this is key to stop selling machines... and start selling results.
Because when the wardrobe is well chosen, it's not just the meat that matures. It also matures your business.
👉 Discover the models that are already helping to sell more at gourmetcoreco.com
👉 Do you want training sheets for your sales team? Write to us at info@coreco.es
