Specifi appoints new VP of sales to target UK growth


Kitchen design and quotation software provider Specifi is aiming to become the “platform of choice” for manufacturers through to equipment installers now that it is building scale in the UK.

The business has just appointed Mark Witherington as its vice-president of sales for the UK and Ireland and he is tasked with developing uptake of the end-to-end equipment specification platform, which is relevant to anyone that designs, quotes and supplies foodservice projects.

Specifi now has over 300 manufacturers from 35 different countries that have commissioned it to create, maintain and distribute their key data to internationally-recognised standards, including CAD and BIM compliant Revit.Witherington said he would be working hard to develop relationships with customers so that they can maximise the unique aspects of Specifi’s technology.

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“We want to inform the businesses in the UK about the true capabilities of Specifi and the variety of software that is available to them because the one-size-fits-all scenario does not have to happen – they can go with the standard quote programme if that’s right for their business but if they want a package that makes them far more efficient in terms of how they produce and what they produce by way of design then we can do that.”

Witherington said Specifi is also committed to working more closely with key industry associations. “They are the real influencers and drivers of the market places and we genuinely believe it is important to have relationships with them because their desire is ours: they want their members to be more efficient and effective.”

Specifi is owned by Bob Wolters, the man who founded induction specialist CookTek and later sold it to Middleby, and he told Foodservice Equipment Journal that Specifi has now reached a tipping point in the UK where upon it hopes that its user base will expand quickly.

“We have only just got to the point where we had enough content to become relevant in a quote programme and in a design programme, so this is why we are now working very hard at forming very tight relationships with the trade associations such as CESA and I would expect manufacturers to sit on an advisory committee for us. I think we would do the same thing with other bodies because we want to make everyone’s job easier. We want to people wake up in the morning and want to use us because they want to, not because they have to.”

Wolters said it was a “very exciting” time for the company and while he remains an investor in multiple businesses, Specifi is the one that stokes his “passion” the most. “I really like what we are doing at Specifi because I think it has ways of affecting equipment distribution channels globally, certainly in the western world,” he said.

He added that Specifi really has three key value propositions that are central to the entire business.

“To boil it down, it will help manufacturers sell more equipment and manage their global distribution platform that they otherwise probably wouldn’t find any way of doing. The second value proposition is that it will make it easy for designers to design restaurants and it can have them do it in less than half the time, with fewer mistakes. And then for a dealer, it makes it really easy to go from a design to a quote and vice versa.”

Witherington’s appointment sees him take the baton from Stuart Campbell, the one-time boss of CaterQuotes and Nayati UK, who recently took retirement but will still work with Specifi on a consultancy basis.

Tags : appointmentinternationalmanufacturersSpecifi
Carly Hacon

The author Carly Hacon

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