As foodservice operators become savvier in their approaches to purchasing equipment and supply items, the way the supply chain works to support the end-user customer is evolving, too.

“In the older days, the customer relied on their dealers or reps for product information. We were the gateway for them to understand the products and how they work. It was a huge part of our value proposition. Now the script has flipped,” says Fred Singer, president of Singer Equipment Co., a Pennsylvania-based foodservice equipment dealer with locations in multiple states. “End users come armed with information and are way down the purchasing path when they get to us.”

Seeing product information online is one thing, but operators and designers now seek more tangible opportunities to see equipment in action and to even conduct their own tests, notes Kevin Eaton, president of Eaton Marketing, a Florida-based independent manufacturers’ rep firm.

Such an approach offers several significant benefits. “Speed is at the forefront of the customer’s mind. They want to get through the purchasing process faster. And the expectation for us is to get them to the finish line faster,” Eaton notes. “Also, the knowledge base of our chefs and reps has to be more dialed in than in the past to help get them through that process.”

That’s one reason why many manufacturers now offer facilities that provide hands-on experiences. One such example is the Middleby Innovation Kitchen, which opened in 2021. In September, Alto-Shaam opened its innovation center, which includes spaces for product demos, training and more. And later this year, Welbilt will take the wraps off its highly anticipated customer experience center, which will showcase the multiline manufacturer’s product portfolio.

While these factory facilities aim to attract customers and supply chain partners on a national scale, there’s been lots of activity on the local level, too. Examples of reps who opened such facilities within the past six months include 4-Star Reps in the Philadelphia region, Ignite in Denver and Zink Foodservice Group in Columbus, Ohio.

“This space is more than just a kitchen — it’s a place where ideas come to life. It’s built for collaboration, for learning, and for bringing people together in meaningful ways,” said Carl Kisner, president at Ignite Foodservice.

While the supply chain continues to invest in new facilities, individual players are taking a closer look at the technology they use to support their customers. “We talk a lot about tech stacks around here now and it was not the case five years ago,” says Middleby CEO Timothy FitzGerald. “We are using tools like AI to make sure we have transparent information going quickly to users. We are definitely using technology more in ways than we were before.”

One such recent example of a newly launched tech-based tool is Middleby Shop. It promises to provide operators, dealers and designer with guided shopping tools, live support and more. When visiting the site, users can answer a few questions to receive product recommendations tailored to their operations, per a release.

“Everybody wants more detailed and in-depth data and information – and they want it fast and accurate,” FitzGerald notes. “We want to make it more efficient for customers, including operators and dealers, to get more up to speed.”

While operators and designers do a lot of research on their own, they are often left with some unanswered questions. It’s up to each member of the supply chain to “answer those questions with as little friction as possible. This is a step in that direction,” Singer adds.

That thought process applies to all the foodservice equipment and supplies manufacturers that dealers may work with. “I want my best vendors to have trusted sites and the right data,” Singer says. “It enhances the customer’s experience and perception of the manufacturer’s brand.”

At the end of the day, enhanced resources “should bring the dealers and reps closer together than before. We want to strengthen our relationship with our dealers and not bypass them,” adds Ann Holtzapple, Middleby’s vice president of digital commerce.

No doubt other online solutions to smooth the path to purchase will emerge and whether they are successful will be determined by their ability to answer one question: Is the site compelling enough and complete enough?

“We are all competing to provide solutions to our customers and to be trusted, Singer says. “Great manufacturer websites help on both fronts, and when they connect to aligned reps and dealers, they are a critical component of a superior customer experience.”