Equipment names convert. Write out a combi oven, a blast chiller or a dishwasher size and you meet a buyer who already has the budget and the corner of the room measured. On those terms the only competition is the manufacturer.
Regulation searches come from the anxious. Extraction requirements, grease traps and what an inspector looks at belong to somebody weeks away from opening and frightened of failing. Answer that and the equipment order follows.
Design searches happen early. Somebody planning a kitchen layout is months from purchasing but is choosing who advises them, and that relationship usually determines who supplies the line.
Breakdowns bring the loyalty. A part for a specific model, or simply an engineer today, means a kitchen losing service while it searches. Solve that once and you have the account for a decade.