What Moffat does

Moffat Pty Limited is a privately-held Australian commercial kitchen equipment manufacturer and distributor headquartered in Mulgrave, Victoria, with manufacturing operations in Christchurch, New Zealand and a regional office in Auckland. The company designs, develops, manufactures, and markets a comprehensive multi-brand portfolio spanning cooking equipment (combi ovens, convection ovens, induction cooktops, ranges, griddles, fryers, bratt pans, kettles), bakery equipment (ovens, dough mixers, provers, dividers/rounders, sheeters), warewashing (pass-through, flight-type, rack-conveyor, undercounter dishwashers, glasswashers), refrigeration (blast chillers, freezers, conservation and display cabinets), and meal distribution systems (heated transport trolleys, thermal boxes). The portfolio is distributed across more than 40 sub-brands including Waldorf, Waldorf Bold, Blue Seal Evolution, Turbofan, Convotherm, Merrychef, Washtech, Wexiodisk, Friginox, and Rotel, with ISO 9001 quality certification.

The business model is hardware-driven: primary revenue is generated through direct enterprise sales of equipment, supplemented by an authorised dealer and service-agent network across Australia, New Zealand, Canada, the United States, the United Kingdom, and Rest of World markets (each with a localised regional website). A second revenue stream is aftermarket spare parts sold via an online webstore (parts.moffat.com.au, with free shipping on orders over A$100) and authorised-technician service contracts. Pricing is quotation-based rather than publicly listed, consistent with the project-driven nature of large commercial installations. The company serves multiple segments — restaurants and cafés, bakery operations, healthcare and aged care, hospitality, and institutional food service — with anchor reference customers including McDonald's (since 1993 across Australia, New Zealand, Hong Kong, Japan), the Royal Australian Air Force (since 2008), Jumeirah Hotel Abu Dhabi (since 2006), and Palmer Station Antarctica (since 1968).

Moffat's go-to-market combines direct enterprise field sales with channel-partner distribution and demand-generation through exhibitions, chef-led product demonstrations, a content/blog channel, organic social, and email marketing. Technology differentiators include commercial induction zones with automatic pan-size detection, combi-oven platforms (Turbofan, Convotherm), and energy-efficient warewashing (Wexiodisk ECO-FLOW). The company is described as having 60+ years of industry experience in the foodservice and hospitality sector, with the operating entity registered as Moffat Pty Limited (ACN/ABN 070 810 721) in Victoria, Australia.

Name

Moffat

Legal name

Moffat Pty Limited

Website

https://moffat.com.au

Company type

Private

Founded year

1920

Operating status

Operating

Headcount range

251–500 employees

Short description

Moffat Pty Limited is a privately-held Australian commercial kitchen equipment manufacturer and distributor operating 40+ brands across cooking, baking, warewashing, refrigeration, and meal distribution, serving foodservice, hospitality, bakery, and healthcare sectors across Australia, New Zealand, and global markets.

Ownership category

akta.pro rank

Headquarters

HQ city

Mulgrave

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Commercial Kitchen Equipment Sales: Direct sales of commercial kitchen equipment including cooking, baking, refrigeration, warewashing, and meal distribution equipment through direct sales teams and dealer network.
2. Spare Parts and Service: Aftermarket spare parts sales through online spares webstore and service/maintenance revenue through authorised technicians.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Moffat designs, manufactures, and distributes commercial kitchen, catering, hospitality, and bakery equipment through a portfolio of more than 40 brands. Its offering spans cooking equipment, combi ovens, baking equipment, commercial refrigeration, warewashing systems, and meal distribution solutions. The company supports foodservice operators across Australia, New Zealand, and the broader Asia-Pacific region with direct sales, dealer networks, and after-sales service.

Product overview

Moffat is a commercial kitchen, catering, hospitality, and bakery equipment manufacturer and distributor offering a comprehensive multi-brand portfolio. The portfolio spans core cooking equipment including combi ovens (Turbofan Combi, Convotherm), convection ovens, induction cooktops and wok stations (Waldorf, Waldorf Bold, Blue Seal Evolution Series), fryers (FastFri), and specialty equipment for baking (Rotel, daub, rondo, Bear Mixers) and meal delivery (Rieber, Burlodge, aladdin temp-rite, SDX Thermobox). Supporting equipment includes warewashing solutions (Washtech, Wexiodisk), refrigeration and blast chilling (Friginox), commercial kettles (Crown), and general kitchen infrastructure. The company serves the foodservice, hospitality, bakery, and healthcare sectors across Australia, New Zealand, and export markets.

Differentiator

Problem solved

Functional benefit

Brands

• Waldorf: Commercial kitchen equipment brand
• Waldorf Bold
• Blue Seal Evolution Series
• Cobra
• Turbofan
• Turbofan Combi
• Convotherm
• merrychef
• Washtech
• Wexiodisk
• Friginox
• Rieber
• Crown
• Metos
• Bear
• Paramount
• Rotel
• Craftsman
• daub
• Pani Clima
• rondo
• Tagliavini
• Sottoriva
• Rapidmac
• OEM
• artezen
• ciberpan
• flamic
• mimac
• spiroforce
• thermogel
• Scotsman
• Rendisk
• STM
• aladdin temp-rite
• Burlodge
• SDX Thermobox
• Poliware
• Rancilio
• FastFri

Products and services

• Turbofan Combi Ovens

Named customers4 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Welbilt (Ali Group): Welbilt, now part of Ali Group, is one of the largest global commercial foodservice equipment manufacturers. Many of Moffat's distributed brands (Convotherm, Merrychef, Manitowoc) are Ali Group/Welbilt properties, making it both a supplier/principal and a broad incumbent competitor in cooking, combi ovens, and warewashing equipment.
• Middleby Corporation: Middleby is a leading global commercial kitchen equipment manufacturer with a broad portfolio across cooking, baking, refrigeration, and warewashing. Directly comparable to Moffat's portfolio breadth and a major competitor in commercial kitchen specification worldwide.
• Electrolux Professional: Electrolux Professional is a global foodservice and laundry equipment manufacturer with strong combi oven, cooking, and warewashing lines. A direct broad-incumbent peer in commercial kitchen equipment and a global competitor.

Direct peers

• Blodgett (Middleby): Blodgett is a leading commercial oven manufacturer now part of Middleby, directly competing with Moffat's Turbofan convection oven and combi oven lines in commercial baking and cooking applications.
• Rational AG: Rational is the global leader in combi-steamer ovens for commercial kitchens, directly competing with Moffat's Convotherm and Turbofan Combi brands in the combi oven category across hospitality and foodservice.
• Unox: Unox is an Italian manufacturer of combi ovens and professional baking ovens, directly competing with Moffat's Convotherm and Turbofan combi oven lines for commercial kitchens worldwide.
• Garland (Middleby): Garland, part of Middleby Corporation, manufactures commercial ranges, ovens, and cooking equipment. Directly comparable to Moffat's Waldorf and Blue Seal commercial cooking brands across ANZ and global markets.
• True Manufacturing: True Manufacturing is a US-based commercial refrigeration manufacturer. Comparable to Moffat's Friginox refrigeration offerings and a direct competitor in foodservice cold-chain equipment.
• Manitowoc Foodservice (Welbilt): Manitowoc Foodservice (now Welbilt) manufactures commercial ice machines, refrigeration, and cooking equipment. Comparable to Moffat's refrigeration and Scotsman ice machine offerings within the foodservice equipment category.
• Hoshizaki: Hoshizaki is a leading global manufacturer of commercial refrigeration, ice machines, and dispensers. Directly comparable to Moffat's Friginox refrigeration and Scotsman ice machine lines in foodservice cold-chain equipment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/moffat_au
• Facebookfacebook.com/Moffat
• LinkedInlinkedin.com/showcase/moffat-anz
• Instagraminstagram.com/moffat_anz

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Moffat