Middleby makes European statement with latest innovation kitchen investment
09 Jun 25
Middleby Corporation today doubled down on its growth plans in Europe with the official opening of it latest state-of-the-art culinary hub in Germany.
The Middleby Innovation Kitchen (MIK) in Munich is its third interactive kitchen demonstration site in Europe, building on existing facilities in Wigan and Madrid.
The impressive centre, packed with an estimated £300,000 worth of kit from multiple Middleby brands, boasts a 36-metre cinema-style projector screen that wraps around its interior and can display customised video content.
It will be used to spearhead the foodservice equipment giant’s sales efforts in Germany as well as neighbouring markets such as Switzerland, Austria and the Czech Republic.
The strategic importance of the investment was highlighted by the presence of Middleby’s most senior executives at the launch, with CEO Tim FitzGerald, CTO James Poole and COO Steve Spittle flying into Munich from the US for the opening.
Mr FitzGerald confirmed the company’s intention to scale its European business. He said: “We are committed to strengthening our presence and deepening our customer engagement in Germany and all of Europe. The MIK Munich will allow foodservice professionals throughout the continent to experience our solutions and innovation firsthand.
“The Middleby Innovation Kitchens have been successful in attracting top chefs and well-known customers to their respective locations. The current MIK locations have built a reputation for showcasing the most advanced innovation and the latest culinary trends, presented by our knowledgeable, talented culinary staff.”
Guests will be able to use the site to experience real-world applications of Middleby technologies in themed environments, demonstrating cutting-edge solutions for every foodservice concept – from fast casual to fine dining, and ghost kitchens to gourmet bakeries.
Around 400 visitors have been through the doors this week to get their first glimpse of the new MIK, including consultants and dealers from the UK.
European group president Chris Jones told Catering Insight: “It is a fantastic centre and one that is very different to Madrid. If you look at all the MIKs, they each have the hint of Middleby but they’re quite localised to the actual territory that they’re in. This one is not as big as Madrid but it’s a different set-up.
“Madrid is just an innovation kitchen with no offices or storage as we have an entity in Bilbao. What we are trying to do here is, over time, create something with its own P&L so it becomes its own entity.
“This is a registered business now in Germany, with its own offices upstairs and a warehouse, and we’re going to be building a technical training centre at the back. This has all been built with the purpose of having a business like the one we have in the UK.”
The MIK already has something to celebrate after opening its doors to customers, for the first time, with Mr Jones revealing: “We picked up a £1m pound order yesterday from someone coming to site. We had the PO sent to us last night, so you can’t ask for any better than that!”
He added: “This launch is a significant step in strengthening our presence in Central Europe. The Munich Innovation Kitchens is more than a showroom – it’s a collaborative hub to explore ideas, refine operations, and shape the future of foodservice as a partner of our customers.”
The architect of the new site is Simon Seemüller (below), a former 17-year stalwart of Rational and the managing director of Middleby Germany.
He has been working on the project for nearly a year and said: “This represents a new level of customer experience. It is the result of combining traditional cooking and digital surroundings, and that makes it special because it is unique.
“But actually building this MIK and getting it live is just the beginning. Now we can really start working and growing our customer base. We have stuck a flag in the market to say, ‘here we are, come and see us – this is a totally different approach from us now’.”
