HELP! ideas to expand customer base?

[Doug]

What's 'remarkable' about his equipment? What story is he giving the potential customers to take home with them that would help them remember that he's the one to buy from? He needs to have a USP- unique selling proposition. Otherwise, he's just another guy who sells cooking stuff.
Get him a pink chef's hat and have him go around demonstrating how great his equipment is. Trust me, people will remember and talk. Get online and give people whatever information he can get together related to his wares. Build those communities one person at a time.
I wish him success!
- Doug @ skibility