What Maidaid Halcyon does

Maidaid Halcyon, trading as Buttress Group Limited (company number 03589264), is a UK-based private limited company established in 1974 and headquartered at The Engine Shed, Brackley, Northamptonshire. The company designs, manufactures, and supplies commercial warewashing and ice equipment, with a portfolio spanning five tiers (Halcyon, C Range, D Range, Evolution, Elite) across undercounter, pass-through, utensil/pot wash, minirack conveyor, and rack/flight configurations, alongside a comprehensive ice machine lineup covering self-contained cube, large cube, granular, modular cube, modular granular, and slim modular variants. Technical differentiation rests on four granted patents (Dual-Flow Wash Pump, Heat Recovery System, Ozone Sanitisation, Rainbow Technology), EN 17735 certification across the warewash range, and IoT connectivity on the Elite and Evolution tiers enabling remote monitoring via a dedicated app. Selected products use as little as 1.4L of water and 0.2 kWh of energy per cycle, and rack/flight machines deliver up to 400 racks per hour.

The company operates a hybrid distribution model: a UK-wide distributor network holds warranty responsibilities and serves as the first point of contact for end users on C Range, D Range, and Evo products, while a direct field sales team of 10 sales professionals provides consultative on-site selling with free site surveys and CAD layouts, complemented by phone/email inside sales. Revenue streams include hardware sales (warewashers, ice machines, ancillaries, spare parts via Caterparts), managed services (Planned Preventative Maintenance delivered by Crystaltech), and a chemical subscription service. A loyalty programme awards points per £1 spent with multipliers for PPM and chemical subscriptions, creating accumulating switching costs. Customer segments are organised vertically and cover public sector (hospitals, MOD, education, custodial), QSR, bars and restaurants, care homes, hotels, stadiums and arenas, leisure venues, retail, and independent coffee shops. The company is founder/management-led with Oliver Booth as Managing Director and Jag Thandi as COO, with no disclosed external investors, and is pursuing Net Zero by 2048 with sustainability partner Positive Planet.

Name

Maidaid Halcyon

Legal name

Buttress Group Limited

Website

https://maidaid.co.uk

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

51–100 employees

Short description

Maidaid Halcyon is the UK's leading supplier of commercial warewashing and ice equipment, established in 1974, serving public sector, hospitality, healthcare, and food service sectors through a distributor network and direct field sales.

Ownership category

akta.pro rank

Headquarters

HQ city

Brockley

HQ country

United Kingdom

HQ region

Europe

Offices1 record

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 Warewashing Equipment Sales: Sale of commercial glasswashers, dishwashers, utensil washers, pot washers, rack conveyors, and flight machines across multiple product ranges (Halcyon, C Range, D Range, Evolution, Elite). Products sold through distributors and direct sales team.
2. Commercial Ice Equipment Sales: Sale of ice machines including self-contained cube, large cube, granular, modular, slim modular, and storage bins under the Halcyon and Maidaid brands.
3. Planned Preventative Maintenance (PPM) Services: Proactive maintenance services delivered by Crystaltech to reduce downtime and extend machine lifecycle. Includes x3 points multiplier for PPM purchases in loyalty scheme.
4. Spare Parts and Accessories: Sale of spare parts, chemicals, water softeners, baskets, stands, and other ancillaries. Caterparts brand handles spare parts ordering. x2 multiplier on Caterparts purchases in loyalty scheme.
5. Chemical Subscription Service: Chemical subscription service for warewash machines. x3 points multiplier in loyalty scheme for minimum 12-month commitment.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels10 records

Core offering

Maidaid Halcyon designs, manufactures and supplies commercial warewashing equipment (glasswashers, dishwashers, utensil/pot washers, minirack conveyors and rack/flight machines) and commercial ice machines (self-contained cube, large cube, granular, modular and slim modular ice makers with storage bins). Offerings span five product tiers (Halcyon entry-level, C Range, D Range, Evolution, and the flagship Elite) and are sold via a UK distributor network and a direct field sales team, complemented by Planned Preventative Maintenance (PPM) services and a customer loyalty programme.

Product overview

Maidaid Halcyon is the UK's leading supplier of commercial warewashing and ice equipment, offering an extensive portfolio of products across multiple tiers. The warewashing range spans entry-level Halcyon machines through C Range, D Range, Evolution, and the flagship Elite range, available in undercounter, pass-through, utensil/pot wash, minirack conveyor, and rack/flight configurations. The ice machine portfolio includes Halcyon and Maidaid self-contained cube, large cube, and granular ice makers, plus modular cube, granular, and slim variants with companion storage bins. The company also provides Planned Preventative Maintenance (PPM) services and a customer Loyalty Programme. All warewash machines carry EN 17735 hygiene certification, with the Elite range featuring proprietary IoT connectivity via dedicated app, advanced heat recovery systems, and the lowest water/energy consumption in the market.

Differentiator

Problem solved

Functional benefit

Brands

• Halcyon: Entry-level range of undercounter and pass-through glasswashers and dishwashers featuring basic yet reliable functionality with up to 5 programs and soft touch control panel.
• C Range
• D Range
• Evolution
• Elite
• Maidaid Ice Series

Products and services

• Halcyon Undercounter Entry-level undercounter glasswashers and dishwashers with soft touch control panel, up to 5 programs, EN-17735 certified, using 1.8 litres water per cycle for commercial kitchens.
• Halcyon Pass Through Entry-level hood/pass-through glasswashers and dishwashers with soft touch control panel, up to 5 programs and EN-17735 certification, using 1.8 litres of water per cycle.
• C Range Undercounter Quality mid-range undercounter glasswashers and dishwashers with LED control panel, stratified double skin for energy efficiency, 1.5 litres water per cycle, 80-second wash cycle, 9 programs as standard and EN-17735 certification.
• C Range Pass Through Pass-through warewashers with LED control panel, stratified double skin and EN-17735 certification, independently shown to use 55% less energy than comparable spec machines.
• D Range Undercounter Undercounter dishwashers offering efficient cleaning with three adjustable cycles for busy commercial kitchens, sitting above the C Range in specification.
• D Range Pass Through Heavy-duty pass-through dishwashers featuring the patented dual-flow wash pump, double-skinned construction, 500x500mm basket and 70-240 second cycle times for high-volume commercial sites.
• Evolution Undercounter Advanced undercounter glasswashers and dishwashers built for challenging environments with high specifications and IoT connectivity on selected models.
• Evolution Pass Through High-specification pass-through glasswashers and dishwashers designed for demanding commercial environments, offering up to 30 programmable cycles and IoT connectivity.
• Elite Undercounter Flagship undercounter warewash range delivering the lowest water (1.4 litres/cycle) and energy (0.2 kWh/cycle) consumption in class, with IoT connectivity, patented heat recovery, scratch-resistant LED touchscreen and EN17735 certification.
• Elite Pass Through Flagship pass-through warewashers with heat recovery option, IoT connectivity, lowest energy and water consumption in class and EN17735 certification.
• Utensil & Pot Wash Heavy-duty utensil and pot washers for daily heavy cleaning routines, compatible with pots, utensils, mixing bowls, chopping boards, baking trays, gastronorms and food processing equipment.
• Minirack Conveyor Conveyor warewashers delivering up to 270 racks per hour with optional pre-wash and dryer modules, suited to medium to large commercial sites.
• Rack & Flight High-volume rack and flight warewashing systems with modular design including pre-wash, main wash, rinse, drying and heat recovery modules, capable of up to 400 racks per hour.
• Halcyon Self Contained Cube Ice Makers Self-contained cube ice makers in capacities from ICE 25 to ICE 130 for reliable ice production in commercial settings.
• Maidaid Self Contained Cube Ice Makers Self-contained cube ice machines from CUBE 30-15DP to CUBE 150-75DP offering a range of production capacities for commercial ice demand.
• Maidaid Self Contained Large Cube Ice Makers Self-contained large cube ice makers across models B29/09A HC DP, B42/16A HC DP, B48/25A HC DP, B72/40A HC DP and B95/55A HC DP for premium drinks service.
• Maidaid Self Contained Granular Ice Makers Self-contained granular ice machines (Granular 85-20 and Granular 160-64) producing nugget or flake ice for food and beverage applications.
• Maidaid Modular Cube Ice Makers Modular cube ice makers (FD215 and CUBE 350) that require separate storage bins, designed for high-volume ice production.
• Maidaid Modular Granular Ice Makers Modular granular ice maker (GRANULAR 200) requiring separate storage bin, for high-volume nugget/flake ice production.
• Maidaid Modular Slim Ice Makers Slim modular ice makers (SLIM M145 and SLIM M195) producing 17g cubes with smart technology and app-based scheduling of ice production, output volumes and wash cycles.
• Ice Storage Bins Ice storage bins in capacities BIN 130, BIN 160, BIN 220, BIN 400, MSB140, MSB155 and MB255, paired with modular ice machines.
• Ancillaries Accessories including chemicals, tabling, automatic and manual water softeners, baskets, machine stands, Miniphos filter kits, drip trays and pre-wash spray arms supporting commercial warewashing installations.
• Planned Preventative Maintenance (PPM) Proactive maintenance service delivered by Crystaltech that reduces risk of downtime and extends machine lifecycle, including filter cleaning, operation testing, descaling and component checks on commercial warewashers.
• Chemical Subscription Service Recurring chemical subscription service for warewash machines on a minimum 12-month commitment, qualifying for an x3 loyalty points multiplier.

Quantifiable outcome

• Water consumption as low as 1.4 litres per cycle (Elite range)
• +10 more outcomes

Named customers1 record

Segments10 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature10 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Jodie KiddcoreGTM or Marketing Partner · 1 June 2026Model, TV presenter, and pub landlady appointed as Brand Ambassador for the Elite warewashing range (launching July 2026). Jodie brings real-world hospitality credentials from running The Half Moon pub in Kirdford, West Sussex. The partnership is designed to showcase how Elite machines perform in demanding professional environments.
• Andy ClarkecoreGTM or Marketing Partner · 1 May 2026TV drinks expert collaborated with Maidaid on the Maidaid Ice Series, showcasing inspirational drink serves created using various ice cube types. The series demonstrates how different ice types enhance cocktail presentation, improve drink flavour, and elevate customer experience across cocktails, mocktails, and premium soft drinks.
• ceda (Catering Equipment Distributors Association)coreGTM or Marketing Partner · 16 June 2025Maidaid donated a Maidaid Elite undercounter warewasher (worth over £7,000) to the ceda charity auction at the ceda Conference, with all proceeds going to The Burnt Chef Project. The auction takes place at Hilton St George's Park, Burton upon Trent.
• Positive PlanetminorStrategic or Co-development Partner · 8 October 2024Environmental consultancy engaged to measure Maidaid's full scope 1, scope 2, upstream scope 3, and partial downstream scope 3 emissions. Creating a Carbon Reduction Plan with the goal of achieving Net Zero by 2048. Project target completion: 21/01/2025.
• The Burnt Chef ProjectcoreStrategic or Co-development Partner · 1 January 2019Non-profit social enterprise with mission to eradicate mental health stigma within hospitality. Founded by Kris Hall, it provides free training, 24/7 support services, mental health awareness programmes, and ambassador network. Reached 21,000+ online learning modules completed and 3,700+ individuals accessing free mental health support in 2025. Operating in 122+ countries.
• CrystaltechcoreImplementation/ SI/ Consulting PartnerService partner providing Planned Preventative Maintenance (PPM) services for warewash machines. Contact: 0370 350 2424 or [email protected]. Provides x3 points multiplier in Maidaid Loyalty Scheme. Includes +100 bonus points for each installation or commissioning completed by Crystaltech.
• ENSE (Equipment Network Solutions)minorGTM or Marketing PartnerMaidaid participated in ENSE Partnership Summit Darts Challenge, an event for distributors in the equipment network.
• Sylvester KealminorGTM or Marketing PartnerCompany specialising in hygiene products, commercial kitchen design, install, and servicing. Wrote a blog endorsement titled 'Looking Beyond the Price Tag of Commercial Dishwashers' focusing on Maidaid Warewash machines and value over life they offer end users.
• CaterpartscoreChannel Partner/ Reseller/ DistributorSpare parts brand operated by Maidaid group. Offers x2 points multiplier in loyalty scheme. +250 bonus points for transferring default spare parts purchasing system to Caterparts. Spare parts ordering available at www.caterparts.com.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Hoshizaki: Hoshizaki is the world's leading manufacturer of commercial ice machines, offering cube, flake, and nugget ice systems for bars, restaurants, and hospitality. It directly competes with Maidaid's ice machine portfolio across product formats and end customers.
• Hobart: Hobart is one of the world's largest manufacturers of commercial warewashing equipment (flight-type dishwashers, glasswashers, conveyors, utensil washers) and a direct competitor to Maidaid in the UK hospitality, healthcare, and foodservice markets, with a similar broad multi-tier product portfolio.
• Fagor Professional: Fagor Professional is a Spanish commercial warewashing equipment manufacturer (part of Ali Group) offering dishwashers, glasswashers, and rack conveyors. It competes with Maidaid across similar hospitality and foodservice verticals, primarily in European markets.
• Meiko: Meiko is a German commercial warewashing equipment manufacturer offering dishwashers, glasswashers, and rack conveyors. It serves the same hospitality, healthcare, and foodservice verticals as Maidaid with a comparable product portfolio and is a frequent UK tender competitor.
• Scotsman Ice Systems: Scotsman is a major US-based manufacturer of commercial ice machines (cube, flake, nugget, gourmet) serving hospitality and foodservice globally. It is directly comparable to Maidaid's Maidaid and Halcyon ice machine ranges across product formats and customer base.
• Classeq: Classeq is a UK-based commercial warewashing manufacturer offering glasswashers and dishwashers. It is a direct UK competitor to Maidaid with overlapping entry-level and mid-range product positioning and similar distributor-led channels.
• Miele Professional: Miele Professional is the commercial division of Miele, manufacturing premium commercial dishwashers and glasswashers. It competes with Maidaid's premium Elite range in high-end hospitality and healthcare settings where certified hygiene and build quality are key.
• Winterhalter: Winterhalter is a German premium commercial warewashing manufacturer with a strong UK presence, directly competing with Maidaid across glasswashers, undercounter and pass-through dishwashers, and utensil washers for hospitality and foodservice customers.

Broad incumbents

• Electrolux Professional: Electrolux Professional is a division of Electrolux offering a broad commercial kitchen portfolio that includes warewashing alongside cooking, refrigeration, and laundry. It is a larger incumbent with global scale, broader category coverage, and overlapping customers in hospitality and healthcare.
• Ali Group: Ali Group is a large Italian-owned operator of multiple commercial kitchen equipment brands (including Hobart, Fagor Professional, and Comenda). It is a broad incumbent in commercial warewashing with greater scale and portfolio breadth than Maidaid.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/maidaidhalcyon
• Facebookfacebook.com/pages/Maidaid-Halcyon/1471420376514637
• LinkedInlinkedin.com/company/maidaid-halcyon
• Instagraminstagram.com/maidaiduk
• Xx.com/maidaid

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Maidaid Halcyon