Middleby Launches Centralized Parts Program With New Website

Middleby Corp. has launched a new centralized parts program, the Middleby Advantage. The new program offers genuine OEM parts from all Middleby commercial foodservice manufacturers and Viking residential all in one place, at middlebyadvantage.com.

The Middleby Advantage website ensures ease of ordering with a detailed and accurate parts search feature to quickly find the needed part for any product in the Middleby family of commercial brands, according to Kelly Lee, senior v.p. of Technical Solutions and Aftermarket Service for Middleby Corp.

“Middleby Advantage will save our customers time and give them a simple online ordering experience,” said “There are more than 30,000 parts available.  With same-day shipping, the correct item can be delivered quickly. With this one-stop shop, customers can find the correct part for any of the Middleby brands with the detailed, accurate search capability using current interactive equipment manuals and part lists.”

In an exclusive interview, Lee told FER Fortnightly that the company consulted closely with its authorized service agents and with its OEM-oriented parts distribution partners. Before joining Middleby Corp. a year and a half ago, Lee was president at 3Wire, then owned by IMI plc. 3Wire is now owned by the Marmon Group.

Lee said there were several strategies behind the development of the new program. “The first and biggest thing is the website promotes why it’s important to use OEM parts,” he said. “Our equipment is designed to cook and perform optimally with these parts. Given the automated equipment controls our equipment use, operators really need the OEM parts that are specifically designed to interface with the controls. There is also a safety factor in using OEM parts. In addition, when we upgrade equipment, it makes it much easier to integrate the upgrade if you are using OEM parts.  Of course, we also know our OEM parts are the most reliable.”

But the new program is also about parts availability and customer and service agent support,” Lee said. “With Middle Advantage, you have all the parts from all the 20-plus Middleby brands, and all the manuals, all the exploded equipment views, in one place. End-users and service companies can go to the website and find everything they need, in a format where it is easy to find things. Need a Blodgett “knob” and don’t know the part number? We have a practical search engine. We want to make it easy. It’s really a one-stop shop.”

Middleby Advantage also allows the customer to save equipment model numbers, serial numbers, install date and warranty dates.  The system automatically connects and saves the most current manuals and documentation for that model.

Lee said all the parts are consolidated and housed in a single warehouse in Atlanta. For more information on the Middleby Advantage program, visit middlebyadvantage.com.