Middleby UK has injected further investment into its Centre of Innovation in Wigan, including a dedicated spot for Lincat products.
The company carried out a makeover of the site earlier this year and has revamped it further by adding a special area showcasing equipment from Lincat, which is part of the group.
The move fits with its ‘Middleby 1’ strategy, which is centred on the two businesses working together to give customers a single solution.
Visitors to the site will now be able to access all its global brands in one place.
Live cooklines enable customers to try and test equipment, with an on-site development chef available to support, develop and innovate across all areas of cooking.
Lana Yaffe, marketing manager for Middleby UK, said the investment in the showroom is already paying off given the volume of visitors it has coming through the door.
“Our showroom is our shop window for our customers and is booked out every day for months in advance – even when we were working with a closed market.
“Implementing these changes and enhancing the way our showroom looks is key for us and adds the ‘wow’ factor that our customers love.”
Helen Applewhite, marketing manager for Lincat Group, said that having a presence in the Wigan Centre of Innovation provides great exposure for the Lincat brand.
“We are delighted to be able to showcase over 50 of our products from across the Lincat Group brands, which includes FriFri, IMC and Britannia.
“Our customers now have a one-stop-shop to visit when they want to see how the Lincat products work alongside the products of our sister companies, and it truly demonstrates our innovation and the Middleby 1 solution.”
Lincat said it is also currently starting work on a Centre of Innovation at the Lincat manufacturing facility in Lincoln.