Rich Products retools Buffalo HQ with $3.2M Customer Innovation Center to support hybrid customer experiences

Rich Products (Rich's) has finished a $3.2 million redesign of its Customer Innovation Center at the company's global headquarters in Buffalo, NY. The project converted previously underused space into a modern, digitally enabled hub intended to support deeper collaboration with customers through in-person and hybrid experiences.

The updated center blends hospitality, culinary expertise and advanced production capabilities in one integrated environment. Notable features described by the company include video walls, ultra-wide screens and smart displays designed for high-engagement presentations and demonstrations.

Practical work areas include high-end culinary and hospitality zones for live demonstrations and tastings, flexible collaboration spaces for cross-functional teams and customers, and an updated production suite with dedicated photography and videography studios. The production resources are intended to support on-demand content such as live events, webinars, trainings and podcasts.

An innovation studio contains custom-designed sets that mimic different kitchen configurations for commercial and home cooking demonstrations, product showcases and digital production. The company says these elements help accelerate storytelling and make it easier to produce content for multiple channels.

Rich's frames the center as a tool to speed problem-solving with customers. The company's CEO, Richard Ferranti, is quoted saying: "Innovation doesn't happen in isolation. It happens when our associates and customers collaborate to solve real challenges. This center is designed to accelerate that process, bringing together people, technology, culinary expertise and creativity in one place."

The center responds to growing customer demand for dynamic hybrid experiences — a mix of live and digital engagement — and aims to deliver faster, more flexible services and content for foodservice, retail and bakery customers.

This renovation is part of a series of investments at Rich's Buffalo campus. In 2025 the company announced expansion of its Niagara St. campus, ROAR Logistics moved its corporate headquarters to 1120 Niagara St., and Rich's acquired the Curtiss Malt House at 1100 Niagara St. The combined projects carry a projected investment of approximately $10 million.

Rich Products is a family-owned global food company that supplies cakes, icings, pizza, appetizers and specialty toppings for homes, restaurants and bakeries. The company operates in 100 locations globally and reports annual sales of $5.8 billion.

The redesigned center will be used for in-person customer visits and for producing digital content on demand. Expect Rich's to use the space for live demos, hybrid events, trainings and product storytelling aimed at helping food industry professionals across segments compete and innovate.