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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.
Whatever the kitchen convenience, the Cuisinart brand has been equated with quality construction and top-of-the-line pricing. Other well-known kitchen appliance manufacturers–Sunbeam and Hamilton Beach, for example–began to enter the food processor market around 1977. By the end of that year, consumers could choose from more than 30 models of food processors, varying in price from $30 to $400.
Cuisinart Corporation is a well-known manufacturer of small kitchen appliances. Best known for its food processors, Cuisinart established this home appliance as a market segment in its own right. The company eventually expanded its product line to include coffee makers, hand blenders, hand mixers, and toasters, among other housewares.
Consumers liked–and purchased–competitors’ smaller and cheaper machines. They complained that Cuisinart models were too big and bulky to keep on kitchen counters. Frequently stored in closets, Cuisinart food processors had to be lugged out of hiding, which made their use inconvenient. Six to eight blades often overwhelmed the average cook, who saw uses for maybe one or two blades. In 1972, Sontheimer engineered the redesign of these restaurant food processors for home use.
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 hamilton blender 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.
In addition, Cuisinart was required to clarify for retailers that compliance with any suggested pricing was purely voluntary. Nonetheless Cuisinart impressed the industry with a line of coffee makers introduced at the 1995 Gourmet Products Show. These coffee makers reduced the acidity common to many home models. In addition, Cuisinart models responded to consumers’ tangible needs such as color and design. Moderately priced coffee makers started to look like Euro-styled top-of-the-line models.