A $1,649 gourmet meal machine is something customers may need to see for themselves — and that’s exactly what Thermomix is cooking up with its first retail showroom in the U.S. in Dallas.
Two years after relocating its U.S. headquarters from California to Dallas, the German food technology company has set up shop at 3232 McKinney Avenue. With the “Experience Center,” the company hopes to introduce Texans to its countertop appliance that promises to chop, blend, saute, steam and cook up to 10,000 meals.
“This is not a kitchen gadget,” Thermomix USA Head of Marketing Sunny Yarrish said. “It’s a partner for your life.”
Thermomix has become an internet sensation in recent years for its plans to revolutionize the world of cooking with its pricey gadget.
The Thermomix TM6, released in 2019, can complete 28 different kitchen tasks from chopping and blending to steaming and sauteing. Paired with a Cookidoo subscription ($65 a year), home cooks can browse over 100,000 meal options with step-by-step instructions.
The company plans to release a TM7 version, which is expected to be available in the U.S. in late 2025.
At 5,216 square feet, the Experience Center features a retail showroom, kitchen classroom space, and “fully functional media kitchen designed not only for internal use but for the use of influencers and content creators,” according to a press release.
The company’s direct sales model requires consumers to complete a product demo with an independent consultant before purchase.
Previously, demo locations were limited to a client’s home or online. Now, the Experience Center offers nearby residents a third in-store option.
“I think it is going to open a new door so they can come and have the demos done here,” branch manager Martha de la Mora said. “Having the option of doing it here opens up possibilities.”
The German company picked Dallas as a hub because it has a mix of foodies and techies.
“We believe there are a lot of tech-savvy interests, interests in health and nutrition, and we want to align that with the city,” Field Development Manager Luis Garcia said.
“I think that having a technologically advanced product like Thermomix here, in this community, is the right way to launch it,” Garcia said.
Thermomix USA plans to host several public events including “cooking classes, food education experiences and more,” according to a press release. The store is open on weekdays and by appointment on weekends.