The redesigned space features video walls, ultra-wide screens and smart displays, creating an engaging environment for visitors. Culinary and hospitality areas, along with collaboration spaces, support a growing demand for customer experiences that meet today's evolving industry expectations.

"Innovation doesn't happen in isolation," says Rich Products CEO Richard Ferranti. "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. It's an investment in our customers, the future growth of Rich's and Buffalo – the city we've proudly called home for more than 80 years."

The innovation center also features an updated production space, which includes photography and videography studios that allow teams to create on-demand content, including live events, webinars, trainings and podcasts. Additionally, an innovation studio featuring custom-designed sets that represent various kitchen configurations supports commercial and home cooking demonstrations, product showcases and advanced digital production. Not only does this help drive stronger storytelling, but it strengthens Buffalo's role as an innovation hub within Rich's global network.

This renovation is the latest investment Rich's has made in its world headquarters' campus in Buffalo. In 2025, the company announced the strategic expansion of its Niagara St. campus and continued investment in the surrounding neighborhood with subsidiary business ROAR Logistics relocating its corporate headquarters to 1120 Niagara St. Rich's also acquired the historic Curtiss Malt House property at 1100 Niagara St. The total projected investment in both sites is approximately $10 million.