I was in New York to catch up with friends. I persuaded them to be mystery customers with me in some well-known department stores and specialist kitchen shops. We were going to see how retail staff explained Attenzi’s consumer products.

Yes, apparently, Attenzi kit is well designed and reliable. It’s a brand you can trust. It’s available in “the standard colors”.

More interestingly, a competing brand was referenced as sexy. A rather enthusiastic “kitchen consultant” in another shop labeled one brand, albeit one at the top end of expensive, as kitchen porn. Not a phrase I can say I’d come across before. It seems people really do get into kitchen equipment.

More reassuringly, another brand was described as trying-to-be-Attenzi-but-not-quite. I returned from New York determined to uncover Attenzi’s true potential.