Around 1983, Kitchen Aid introduced a direct competitor to the Cuisinart food processor–a high-priced food processor manufactured by Robot-Coupe. In response, Cuisinart instituted a trade-in allowance on its food processors to encourage existing food processor owners to upgrade their equipment. Consumers were allowed up to $66 in credit toward the purchase of a newer, more advanced Cuisinart model when they returned their older models. Soon the company accepted any brand of food processor for credit when upgrading to a new Cuisinart model. Though Cuisinart emerged from this litigation victoriously, the company was less successful later in 1980 when a grand jury accused it of price fixing. The courts fined Cuisinart $250,000 and prohibited the company from suggesting retail prices for one year.
Though smaller, lower-priced food processors became the industry norm, Cuisinart would not bend in its quality standards or pricing. The company introduced a larger, more powerful, and more expensive model in 1978. Despite the proliferation of cheaper models by other name brand manufacturers, Cuisinart remained in control of the market, establishing a new level of price points for kitchen appliances.
Cuisinart showed good cash flow, and–with 85 percent of its revenue from food processors–the company’s line of extensions was ready for development. The new owners–a leveraged buyout group headed by former E. F. Hutton chair Robert Fomon–renamed the company Cuisinart, Inc., and readied itself for the upcoming decade.
Owning a Cuisinart, Pomice observed, “was tantamount to wearing a pair of Calvin Klein jeans. You could hardly boast of a gourmet kitchen if you didn’t own one of these.” hamilton beach smoothie blender The following year Cuisinart continued to plan for a product line beyond food processors. In 1993, Cuisinart introduced its first hand-held and countertop blenders.
The next year, Cuisinart followed the Mini-Mate with the Little Pro, a similar product in the $75 range. Conair renamed the company Cuisinart Corporation and instituted a new marketing program for its products. With more advertising and product demonstrations, the new owners hoped to improve relations between Cuisinart and department stores, as well as become a presence in the bridal market.
Overcoming Sontheimer’s reticence, Cuisinart introduced the Mini-Mate, a chopper and grinder with a reversible, patented blade, in the fall of 1986. At $40 the device was less expensive than competing products and was introduced through a glossy magazine ad campaign created by Geers Gross. Promotions emphasized the Mini-Mate’s use in preparing common recipes such as tacos.
Though professional chefs long had been using food preparation machines for slicing and shredding, the device largely was unknown to the American public before its debut in Chicago. Marketed to department and food stores, the Cuisinart food processor appeared to retailers and consumers to be nothing more than a high-priced, revved-up blender. The Sontheimers first saw restaurant food preparation machines manufactured by Robot-Coupe while visiting a housewares show in France in 1971. Certain that they could create a home version of the device, the Sontheimers launched their own housewares business–Cuisinart.
He improved and refined the machines, lengthening the feed tubes and enhancing the disks and blades. Sontheimer also initiated safety features that brought the device in line with U.S. codes and standards. Sontheimer then asked Robot-Coupe to hamilton beach blender manufacture his design, and within a year he introduced his food processor at the 1973 National Housewares Exposition in Chicago, Illinois. Despite its legal troubles, Cuisinart was able to introduce six new food processor models by 1982.
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