Reinstein, head of 12-unit Fresh City, to visit him at Middleby's headquarters in Elgin, Illinois, outside of Chicago.

FORBES: Sell the Sizzle

But he also grilled Reinstein, who already did a little business with Middleby, about his menu, from muffins to salads.

FORBES: Sell the Sizzle

"He took a great interest in us, " says Reinstein, who intends to expand his fast-casual restaurant into a chain of 500 or more in a decade.

FORBES: Sell the Sizzle