Thermomix TM5 launches in secret and customers are not happy

UPDATE: The ACCC have confirmed they have received complaints from angry Thermomix customers about the company’s secret launch of its new machine.

UPDATE: ANGRY Thermomix customers have taken their complaints about the company’s secret launch of its new Model 5 machine to the Australian Competition and Consumer Commission.

The ACCC today confirmed it had received complaints after the new version of the cult kitchen appliance was released unannounced, on Saturday.

In a statement to news.com.au, the ACCC today said under Australian Consumer Law, businesses are prohibited from making false, misleading or deceptive representations.

“Concerns may arise where consumers are misled into error from representations used as part of the promotion of products or services,” the statement said.

“Misleading or deceptive conduct may occur when a business remains silent or omits key information which may impact a consumer’s decision to purchase the goods or services.

“Whether the activities of a business raise concerns under these provisions depends on the circumstances of each case.”

But Thermomix has said the launch of the new model was conducted in line with “global brand compliance”.

“The Australian launch of the Thermomix Model 5 on Saturday, 6 September was conducted in line with global brand compliance, in accordance with our distribution arrangements which did not allow for any pre-promotion of the new product,’’ a statement said.

“We are deeply sorry that this has resulted in some of our very valuable customers feeling disappointed.”

For those unfamiliar with the Thermomix beast, the kitchen appliance is basically a super-high-tech food processor, combining 10 appliances into one unit. It can chop, beat, mix, whip, grind, knead, mince, grate, juice, blend, heat, stir, steam and even weigh food.

The new Thermomix version, which is retailing for a special introductory price of $1989, claims to be “newer, bigger, better and more digitally advanced” than the version before it. It features innovations such as a colour touchscreen and a guided cooking function, as well as a recipe chip which remembers your meal prep.

Its release last Saturday without advance warning had customers up in arms.

Considering the now-outdated TM31 model also retails for nearly $2000, customers are upset at the lack of warning a new model was coming onto the market — especially if they bought it in the days leading up to the new model’s release.

Chef Mark Best, owner of Marque Restaurant in Surry Hills, using the Thermomix machine.

In a statement to news.com.au, Thermomix said: “We value every one of our customers and recognise that this is not an ideal situation for everyone involved. We understand the position of our customers that recently purchased a TM31 and are taking this issue very seriously.

“We are currently working with our team to address the concerns of those customers that recently purchased a TM31 and will continue to be committed to providing the best level of service to our very passionate customer base.”

Consumer watchdog Choice said Thermomix got it wrong.

Choice spokesman Tom Godfrey has told news.com.au that it did not appear the company had broken the law, but it had caused damage to its brand with the way the launch was handled.

In a tongue-in-cheek statement, he said: “Clearly Thermomix has put its customers in a spin following a choppy launch of its new model.

“While it doesn’t appear the company has broken the law, they ground down the trust with their once loyal fan base.

“When weighing up the knead to accurately inform the public we don’t believe they got the mix right this time.”

The new Thermomix TM5.

Meanwhile, angry consumers haven’t shied away from venting their frustrations, and have even set up a Change.org petition and a ‘Thermomix Unhappy Customers’ Facebook page.

Georgina Shelley is one of three people who set up the Facebook page, telling news.com.au that “I actually ordered my Thermomix on August 7 and I didn’t receive it until August 21.

“When I got a phone call from my consultant to say it arrived, she told me she’d come and do a demo-delivery, which means it can’t be returned because it’s been used. Prior to that, I’d had a private one-on-one look at the Thermomix and I asked the consultant then if there were plans for a new model. She said no, not that she’d heard. I placed an order. I had my model for two weeks, then I found out on Saturday they’d released a new model.

“I paid $1939 for my machine and it’s now being sold for $250 less. It was a very big investment for our family, and we felt we were buying the best machine on the market at the time. But they knew there was a better machine coming. It also means that we can’t hold any demos with our machines anymore, so that after-sales service support is becoming obsolete too.

“None of us are denying that it’s a good machine; we’re saying we’ve been denied the right to choose between the new and the old, and we’ve been kept in the dark. That’s why we set up the Facebook page and the petition. Thermomix have just been so deceptive and misleading, they’re really just not taking responsibility for what’s happened. They’re not even saying how much the new model is going to cost after the introductory price offer finishes. So we’re sharing information and banding together, because they’re not listening to us as individuals.”

Disgruntled old-Thermomix owners have also flooded the brand’s public facebook page with complaints.

“I believe the Company deliberately withheld information from their Consultants to entice people to buy all the old stock at full price. I now own outdated models that are only one month old and suffer subsequent devaluation of my purchase. As a guide there were only 2 Thermomixes for sale on Gumtree a week ago, now there’s 300 and the downward pressure that places on resale value is obvious,” wrote Lea Fowler, who recently purchased two Thermomix TM31’s after being told there were no new models being released.

The now-old Thermomix

“I have waited 4 years to purchase the Thermomix but am now so disappointed and angry that it has left a bad taste in my mouth,” wrote Sandra Magliulo, who purchased the old model on August 23.

“The fact that I was not advised prior to my purchase about the new model being released is not right from a customer service point of view.”

“I am absolutely disgusted with the behaviour of thermomix Australia!!” wrote Nathan Bell. “So to prevent this happening next time I’m issuing a warning to all!! In 7 — 10 years time thermomix will issue a new model without warning!!! Making your TM5 obsolete! You have been warned.”

The Thermomix was first launched in 2001 in Australia and more than 200,000 units have been sold. Until recently, the cult appliance has had an army of loyal fans singing its praises.

Have you recently purchased a Thermomix machine? How do you feel about the new model? Tell us below.

Originally published as Thermomix TM5 launches in secret and customers are not happy