Middleby Launches New Online Platform, Middleby Shop, to Expand Support for Commercial Foodservice Sales Channel

Middleby, a global leader in commercial foodservice, today announced the launch of its next-level B2B lead generation and quoting platform, shop.middleby.com. Purpose-built for the foodservice industry, this innovative tool simplifies and accelerates the foodservice buying process by offering equipment pricing, curated product recommendations, and the ability to request a quote that includes start-to-finish support from Middleby and its trusted channel partners.

"Operators today expect speed, transparency, and expertise when sourcing equipment. Middleby Shop was built to meet that expectation-and exceed it," said Middleby CEO, Timothy Fitzgerald. "It empowers end users with access to accurate quotes and personalized guidance while strengthening the role of our dealer partners throughout the journey."

Middleby Shop is designed to simplify a traditionally complex purchasing process by significantly reducing customer touchpoints. An intuitive interface with intelligent guidance enables users to navigate the extensive Middleby brand equipment portfolio, receive a custom quote, and act with confidence. The platform ensures hands-on support is always within reach, helping customers make confident equipment choices and facilitating smooth delivery, installation, and startup through trusted local dealers.

"Operators don't have time for guesswork. This platform connects the dots between what a kitchen needs and how to get it," said Ann Holtzapple, VP of Digital Commerce at Middleby. "Whether you're building a new equipment lineup or replacing a single unit, we make it easy to get a quote fast and stay connected with your local Middleby expert."

Key features of Middleby Shop include:

 Transparent Pricing: View a starting price for equipment, direct from the manufacturer.

 End-to-End Service: No surprises here. Get a quote with a total price for additional services that fit your needs, including delivery, haul-away service, installation, startup, training, chef-led consultations and more.

 Guided Shopping Tools: Answer a few simple questions and get product recommendations tailored to your operation.

 Live Support: Chat directly with Middleby customer support. Known for their advancements in foodservice and beverage equipment, boasting seven prestigious Kitchen Innovations® 2025 Awards, presented by the National Restaurant Association Restaurant, Hotel-Motel Show®, Middleby Shop will offer cutting-edge solutions in addition to trusted favorites from industry pioneers such as Turbochef, Pitco, Southbend, Blodgett, Follett, Star and more.

For distributors and sales rep partners, the platform unlocks increased visibility and quote requests from high-intent customers, all while preserving local relationships and enabling faster sales cycles.

The platform is now live at shop.middleby.com.