Innovative Cooking Systems: Modular, Mobile, Sustainable
Interview with Dr. Jörg Binding, Managing Director of MEC2 GmbH
Flexibility, innovation, and premium quality – these are the trademarks of MEC2 GmbH from Eltville am Rhein. The company specializes in flexible, mobile front cooking and buffet systems for sophisticated gastronomy and sets standards in the field of front cooking. In the interview, managing director Jörg Binding explains how MEC2 became an international player within a few years, the roles design and sustainability play, and the ambitious goals the company pursues for the future.
Wirtschaftsforum: Mr. Binding, MEC2 GmbH has undergone remarkable development since its inception. What are the important milestones in the company's history?
Jörg Binding: MEC2 was founded in 2008 by a chef and his wife, a designer. The original idea was to develop modular and mobile cooking systems for catering events, which were intended to be flexible. With our globally sought-after brand livecookintable®, under which we develop and distribute our products, we successfully implement this idea on an international level. Other important steps included the development of a mobile air purification system in 2015 and winning the Red Dot Design Award in 2018.
A crucial turning point came in 2020 when I took over the company despite the pandemic and initiated a structural realignment. Most recently in 2023, the expansion followed with new locations in the USA, such as Fort Lauderdale and New York.
Wirtschaftsforum: How would you describe the company structure and market position today?
Jörg Binding: Today, the company operates worldwide as an innovation-driven medium-sized enterprise with headquarters in Eltville am Rhein. We employ 35 people at the site and about 40 worldwide. Our annual turnover is currently just under 7 million EUR, with an annual growth rate of about 35%. Sustainability is inseparably linked with quality for us: We consciously manufacture in Germany, use durable materials, and pay attention to short supply chains. This local production strategy not only strengthens our regional economy but also contributes to responsible corporate management – an aspect that our international customers increasingly appreciate.
Wirtschaftsforum: What are the central challenges MEC2 is currently facing?
Jörg Binding: As a globally active, medium-sized company, we are heavily affected by global economic uncertainties, be it geopolitical conflicts or fluctuating conditions. Additionally, the recruitment of qualified professionals, especially outside urban centers, is a central challenge that occupies us intensively.
Wirtschaftsforum: To what extent does digitalization play a role in your operations, and do you also use AI?
Jörg Binding: Digitalization is an integral part of our product development and service offerings. We invest specifically in digital solutions to refine cooking processes, in intelligent sensors, and user-friendly controls. Artificial intelligence is a topic that we want to integrate more comprehensively in the future, for example to optimize cooking processes and in customer service.
Wirtschaftsforum: How would you describe your employee philosophy, and how do you manage to attract talent in times of skilled labor shortages?
Jörg Binding: Our corporate culture is open, collegial, and strongly team-oriented. Personal responsibility and professional excellence are at the core. We deliberately provide our employees with spaces in which they can develop. Internationality and a clear premium positioning are other factors that make us an attractive employer and help us attract talent internationally.
Wirtschaftsforum: Could you describe your export-import activities and the importance of international markets in more detail?
Jörg Binding: Export is essential for us – we supply customers worldwide directly, without intermediaries. Besides Europe, we are especially strong in the Middle East, in Asia, and more recently also active in the USA. Entering the US market has given us important growth impulses. Our international activities today make up the bulk of our revenue and are core to our business model.
Wirtschaftsforum: What marketing strategies are you currently pursuing, and what role do trade fairs and events play in this?
Jörg Binding: Our marketing includes both traditional communication channels such as direct outreach, catalogs, and events, as well as digital channels like LinkedIn and Instagram. We work closely with top chefs who use our equipment – for instance at prominent events with clubs like Liverpool or Bayern Munich. Trade fair appearances and events are essential to ensure direct customer proximity and brand visibility in the B2B sector.
Wirtschaftsforum: Where do you see MEC2 in the coming years, and what future vision do you have for your company?
Jörg Binding: In the next five years, it is our clear vision to become the world leader in the field of Cooking in front of guests, i.e., front cooking and buffet.
In this regard, we are deliberately focusing our livecookintable® brand on a niche that encompasses the absolute premium sector. Aesthetics and technical excellence are crucial in this segment, as professional users worldwide expect the highest quality in aesthetics and technology. We consistently pursue the path we have taken to expand our leadership in innovation and to further strengthen our proximity to our customers. Our goal is to sustainably consolidate our international positioning in the premium segment.