Global foodservice equipment manufacturer planning to expand network of demonstration kitchens

Middleby is planning to launch innovation kitchens in Munich and Dubai this year following the success of other similar facilities that allow partners and customers to interact with its equipment.

The company, one of the world’s largest suppliers of foodservice equipment, confirmed in a presentation to investors that both sites are due to open in 2024.

The first ever Middleby Innovation Kitchen (MIK), based in Dallas, opened its doors in 2022 and has since hosted 700 events.

More than 26,000 visitors have used the 40,000 square foot facility, including 435 of the top 500 chains. Some 72% of FCSI members have attended training at the site.

Middleby also has a UK-based innovation kitchen close to Wigan, while it launched a state-of-the-art culinary hub in Madrid last March.

The Madrid centre has proved so popular that there is currently a seven-week wait time on bookings.

The new Dubai site will represent the first MIK outside of North America and Europe.

Middleby said that training and customer engagement was at an “all-time high” following “substantial” investment in creating tools and initiatives to drive brand and product awareness.

In its presentation to investors, Middleby also revealed that a quarter of new equipment sales presently comes from the QSR channel. A further 18% comes from parts resale, while 10% is driven by independent foodservice operators.

The rest of its sales are split between other sectors, including retail, casual dining and institutional customers.

Source cateringinsight.com