Excellent quality

Our Thermomix is smart: How Data Science makes it even smarter


Data Science isn’t something new. But with digitalization, IoT appliances like Thermomix ® and the huge amount of data being required, the field has gained new dimension and relevance. I can experience this change at Vorwerk Digital, where we are continuously working on making our appliances and digital services even smarter. What my role as a Data Scientist looks like, which challenges we are faced with and how to solve them – here are some Insights and three practical tips to really understand data.

Big Data, Smart Data, Data Mining, Data Engineering, Predictive Analytics – when it comes to data, the list of buzzwords can be long and confusing. On the other hand, there is no doubt that “data” is more than a buzzword but holds a true value. Though unlocking this value requires quite some effort. In the first place, the scary darkness of the “data jungle” that may have grown over years needs to be illuminated and structured. The task is to convert tons of abstract data into concrete information. This is where data science comes in. And against the cliché there are no “Brainiacs” working in the dark depths of a corporate lab brooding over heaps of statistics to make processes more efficient. Data Science is much more than that. It has to deliver very concrete output in terms of insights and “data products” that interdisciplinary teams can pick up and build upon.

Offer high quality

Your brand is not a product or service alone. It is how people recognize your product and service and what they think about it. A lasting good impression only arises when you offer high quality and outstanding functionalities. Our customers appreciate Thermomix® for facilitating cooking and saving time – and therefore they are willing to recommend us to their relatives and friends. There is no better way to attract attention and build a credible brand than through feedback and recommendation from real customers.

Recognize your customers’ needs

Offering quality means to adapt your product or service to the customers’ needs, which have changed fundamentally through digitalization. By developing the number one IoT kitchen appliance and creating the recipe platform Cookidoo®, Thermomix® responds to these needs, because we help our clients develop their culinary skills. We observe food trends, dietary fashions or other changes related to conscious nutrition and can offer suitable recipes for healthy dishes in a short time. Additionally, we develop regional and national cuisine recipes and, in this way, do not forget about our customers who are attached to tradition. And of course – the recipes aren’t only available online but published in books and taught in Thermomix® cooking classes.

“We are extremely proud of this award. It confirms that customers trust our brand, know that Thermomix® is the best quality appliance and that they can always rely on the knowledge and experience of our advisors” – Wojciech Ćmikiewicz, Director Sales Thermomix® Poland

Cooperate with ambassadors and influencers that fit your brand

Famous ambassadors that fit your brand are a great help in building recognition. In Poland, Thermomix® cooperated with well-known chefs like Wojciech Amaro, Andrzej Polan, Witek Iwański and Robert Trzópek, who are owners of some of the best polish restaurants. That some of them use our application in their kitchens or during culinary shows and others develop recipes for Cookidoo®, highlights the quality of our product.

In addition to professional ambassadors, Thermomix® observes the blogosphere and social media carefully, looking for people promoting our product. Various influencers on Instagram, Facebook and YouTube are happy to share information about what they cooked with the Thermomix® and they like to experiment. These natural promoters are the best ambassadors for a brand.

Be visible during relevant events and in media

To network and to stay in touch with your different target groups is one of the outstanding qualities of a superbrand. Being present during prestigious and important events related to culinary life, such as “Pellegrino Young Chef Poland” or “Bocuse d’Or Poland”, is a proof that Thermomix® seriously participates in the world of cooking. It helps to be well known in the chefs’ environment and be present in media. This approach is complemented by a content strategy in which we share our experience and knowledge of culinary art. Our lifestyle content about food trends and cooking is published in magazines specialized for women, culinary and design and recently in parenting magazines. Finally, providing suitable recipes is very popular among readers and strengthens the brands relationship with the customer.

No superbrand without a strong team

We believe that all these activities, and of course the skills and commitment of the sales team combined with Thermomix® top quality, helped us to be awarded Superbrand 2019.