Tuesday, May 11, 2021

A Rant About Refrigerators

This week I'm ranting about refrigerators.  Specifically the words used by refrigerator manufacturers to describe Standard versus Counter Depth!  This is an egregious example of marketing doublespeak!  And it came to light when we started searching for a new refrigerator.

We've had a decent model for the past 10 years.  It's white to match the cabinets, dishwasher, microwave and stove. We thought this would be a relatively straightforward experience.  We recently updated the stove with a beautiful, ceramic topped convection model. We ordered it online after checking and double checking the dimensions. But all we had to confirm was the width...The depth and height were 'Standard'.  It fit perfectly first time!

Alas.  Shopping for a replacement refrigerator was not so easy. Very quickly in our search we ran into the Standard Depth versus Counter Depth issue.  Yes, refrigerator manufactures make two different refrigerator depths.  And they way they describe them is completely backward.  Unlike the stove, 'Standard Depth' refrigerators stick out on average 6 to 8 inches beyond the 'Standard Depth' counter.  "Counter Depth' refrigerators stick out only a couple of inches. In my opinion, the 'Standard Depth' refrigerator should be the 'Standard' and the other models should be called 'Deep'.   

I've been in marketing all my working life. I've seen a lot of crazy nomenclature..."Mandatory Option" being my favourite from the automotive industry.  While searching for a replacement refrigerator, 'Standard Depth' from the refrigerator industry is now number one!

We're disappointed and pissed off.  We're ready to buy! But can't find the right product.  If you can help, email us:  chris@chrismorales.ca

Until next time...

Chris Morales, Toronto

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