Middleby UK is on a mission to educate dealers

Middleby UK’s cavernous showroom and demo kitchen.

It’s fair to say that Middleby UK’s new demonstration facility has literally been a massive success.

With 50,000ft2 of space available, six times larger than its previous showroom, there is a huge area available for its sales staff and demonstration chefs to showcase the full capabilities of its range of brands.

Since the kitchen and showroom opened in 2015, sales director Kenny Smith says it has made a big difference. “We are able to show more products simultaneously, unlike at our old place where we had to wheel them in and out,” he reported.

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Rapidly cooking food such as pizzas and chips with kit from group brands such as TurboChef and Perfect Fry, among others, means that: “People are buying more because they can see more,” according to Smith. “The facility has opened the eyes of a lot of people as to what Middleby UK can provide.

“We used to be known as Frialator, so visitors would assume we only did fryers, but that’s only part of a much bigger picture. We were bought by Middleby in 2007 but still traded as Frialator for a while afterwards. Now that we trade as Middleby UK we want people to realise we are more than just fryers.”

And from the array of brand logos on the wall by the entrance to the showroom, as well as the equipment within the facility itself, there is practically every appliance any foodservice operation would need on offer from the Wigan-based supplier.

The premises even coordinates the UK imports of the Q90 range of prime cooking equipment now, since production was switched back to the Giga factory in Florence last year. Between September 2013 and the end of 2015, the series was produced at Middleby group brand Lincat’s factory in Lincoln, but it has now moved its focus onto is Opus 800 series launch.

Smith detailed that the sales facility has been such a success that sales are currently running at 35% higher than last year, which he described as a “phenomenal” figure. He reported that the brand with the highest growth has been TurboChef ovens, which his firm took over the supply for around 1 year ago.

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