Middleby’s exclusive ‘black card’ incentivises catering equipment orders

03 Feb 22

Black credit cards are held up as the ultimate status symbol for the ultra-wealthy, while Nando’s notorious black card is coveted by celebrity fans of the chicken chain.

Now Middleby UK is aiming to create its own level of exclusivity with the launch of an ‘Elite Black Card’ for its most important catering equipment dealers.

The card gives partners enrolled on its newly-launched Elite Partner Programme access to exclusive offers when they place orders with the company, including loyalty points and giveaways.

Middleby officially rolled out the scheme last week, with partners from around the UK descending on its Innovation Kitchen in Wigan to learn details.

They were taken through the programme by European group president Chris Jones and managing director Chris Clark, with Midldeby’s chief commercial officer Steve Spittle joining the event virtually.

Attendees were treated to a 10-course taster menu cooked by the Josper team who flew in from Barcelona especially for the event.

Mr Clark said the scheme has received a positive reaction from dealers so far: “There is absolutely nothing else like this in the market and we are excited to create something special in our industry. Over the next few weeks meetings will be held with our partners, myself and the Middleby business managers to agree the terms of their exclusive partnership with Middleby.”