New Star Foodservice

What New Star Foodservice does

New Star Foodservice Inc. is a Chino, California-based private manufacturer and direct-to-consumer retailer of commercial foodservice equipment and supplies, founded in 2012 and operating with 11–50 employees. The company sells a catalog of more than 2,000 SKUs across food preparation, tabletop and serveware, kitchen hand tools, baking, pizza, storage and transport, disposables, commercial cutlery, barista and espresso tools, crowd-control stanchions, and janitorial supplies, and maintains a sub-brand (Artaste) for certain kitchen products. Its technology footprint is a Shopify-hosted e-commerce storefront (newstarfoodservice.com) that supports global browsing, account creation, and checkout, with no proprietary software, APIs, or AI features disclosed.

The company's business model is the one-time sale of physical goods through two channels on the same site: a retail tier (unit-priced individual items, broadly $3–$230) aimed at SMBs and individual buyers, and a wholesale tier for pre-approved accounts that accepts purchase orders with wire-transfer or check terms above $1,500. Worldwide shipping is offered, supporting a global long-tail customer base. The company positions itself as the manufacturer of these products rather than a reseller, citing in-house design and manufacturing capabilities as its principal differentiator, and serves a vertical segmentation of restaurants, hotels, catering operations, bakeries, pizzerias, and institutional foodservice operators. No external funding, partnerships, certifications, management-team disclosures, or revenue figures are publicly available, and ownership appears to be bootstrapped and self-funded.

Name

New Star Foodservice

Legal name

New Star Foodservice Inc.

Website

https://newstarfoodservice.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

New Star Foodservice Inc. is a private Chino, California-based manufacturer and online retailer of 2,000+ commercial foodservice products (food prep, tabletop, kitchen tools, baking, pizza, storage, cutlery) serving restaurants, hotels, caterers, and institutional kitchens via its Shopify storefront and a wholesale tier.

Ownership category

akta.pro rank

Product category

Commercial Foodservice Equipment and Supplies

SIC

Cutlery, Handtools & General Hardware (3420)

akta.pro primary industry

Restaurant & Foodservice Supply Cash-and-Carry (Chef Stores) (CRAHAMAD)

akta.pro secondary industries

Foodservice Disposables (cups, plates, bowls, trays, clamshells) (IMAMAHAI), Foodservice/To-Go Packaging (Cups, Clamshells, Cutlery) (IMALAHAM), Paper-Based Foodservice Packaging (Cups, Lids, Trays, Takeout Containers) (IMALACAJ)

Keywords

• Commercial foodservice equipment
• Kitchen supplies wholesale
• Tabletop serveware products
• Food preparation tools
• Pizza and baking supplies

Headquarters

HQ city

Chino

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Product Sales: One-time sale of foodservice equipment and supplies through their e-commerce platform. Products are sold at both retail and wholesale pricing tiers. Customers can purchase individual items or bulk quantities.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

New Star Foodservice manufactures and supplies commercial-grade foodservice equipment and supplies across categories such as food preparation, tabletop and serveware, kitchen hand tools, baking, pizza, storage and transport, disposables, cutlery, barista tools, and crowd control stanchions. The company sells its own manufactured products (including Artaste sub-brand items) through a Shopify-based online store at retail and wholesale pricing tiers, with worldwide shipping available.

Product overview

New Star Foodservice is a manufacturer of foodservice equipment and supplies offering over 2,000 products for commercial kitchens. The company operates as a single unified e-commerce platform selling physical foodservice equipment across multiple product categories. Their portfolio includes Food Preparation Equipment (French Fry Cutters, Tomato Slicers, Vegetable Cutters, Can Openers), Tabletop & Serveware (Flatware, Tumblers, Trays), Kitchen Hand Tools (Tongs, Spoons, Measuring cups), Baking Supplies (Sheet Pans, Rolling Pins, Silicone Mats), Pizza Supplies (Pizza Cutters, Peels, Pans), Storage & Transport (Sheet Pan Racks, Bus Carts), Disposables (Paper Straws), and Commercial Cutlery (Knives, Cutting Boards). The products are sold directly through their Shopify-powered e-commerce website with wholesale pricing available for qualified buyers.

Differentiator

Problem solved

Functional benefit

Brands

• Artaste: Sub-brand for kitchen products including bamboo cutting boards and kitchen tools.

Products and services

• Food Preparation Equipment Commercial-grade food preparation tools including commercial French fry cutters, tomato slicers, all-purpose vegetable cutters, manual juicers, commercial can openers, and replacement parts for professional kitchens.
• Tabletop and Serveware Table service items including flatware, plastic tumblers, pitchers, place card holders, fast food trays, fast food baskets, non-slip trays, condiment dispensers, table caddies, table number cards and holders, and tabletop tent signs for foodservice settings.
• Kitchen Hand Tools Kitchen utensils including kitchen spoons, tongs, measuring cups and spoons, plating tools, serving utensils, portion spoons, food dishers, seafood tools, turners, and BBQ accessories.
• Baking Supplies Baking equipment including bun/sheet pans, measuring cups and spoons, pastry bags, rolling pins, silicone baking mats, baking/icing spatulas, and cooling racks for bakeries and commercial baking operations.
• Pizza Supplies Pizza preparation and service items including pizza pans and screens, pizza delivery bags, pizza peels, and pizza cutters for pizzerias and commercial pizza operations.
• Storage and Transport Equipment Food storage and transport equipment including sheet pan racks and bus carts for moving food, pans, and supplies in commercial kitchens.
• Disposables Single-use foodservice items including paper straws for restaurants and commercial foodservice establishments.
• Commercial Kitchen Cutlery Professional kitchen knives and cutting tools including cutting boards, open stock knives, culinary knife kits, cutlery accessories, serving utensils, portion spoons, food dishers, and ice cream scoops.
• Barista and Espresso Tools Coffee and beverage preparation tools including frothing pitchers and coffee tampers for creating espresso-based drinks in cafes and foodservice beverage programs.
• Crowd Control Stanchions Stanchions, stanchion ropes, top sign frames, and barriers for crowd management and queue control in foodservice establishments and adjacent public-facing spaces.
• Janitorial Supplies Janitorial and cleaning supplies for commercial foodservice operations, supporting back-of-house cleanliness and sanitation requirements.
• Artaste Sub-brand Kitchen Products Sub-brand line under New Star Foodservice for kitchen products including bamboo cutting boards and kitchen tools, sold through the newstarfoodservice.com storefront.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• WebstaurantStore: Largest U.S. online foodservice supply retailer carrying a broad catalog of small equipment, tabletop, and kitchen tools — directly comparable to New Star's e-commerce-led, multi-SKU model.
• Tiger Chef: Online retailer of commercial kitchen equipment, smallwares, and tabletop supplies serving restaurants and caterers — competing in the same SMB foodservice supply niche with a direct e-commerce model.
• KaTom Restaurant Supply: E-commerce-focused restaurant supply company selling smallwares, kitchen tools, and tabletop items to commercial foodservice buyers — same go-to-market and category overlap as New Star.
• TableCraft Products: Manufacturer of tabletop, buffet, and kitchen hand tools for the foodservice industry — highly comparable in product mix (serving utensils, tumblers, pizza supplies) though traditionally dealer-distributed.
• Update International: Supplier of smallwares, kitchen tools, and tabletop items to restaurants and caterers — overlapping categories including flatware, pans, pizza supplies, and food prep tools.
• American Metalcraft: Manufacturer of tabletop, pizza, and kitchen serving products — overlapping pizza pans, pizza cutters, serving boards, and tabletop serveware with comparable SMB-focused distribution.

Broad incumbents

• Restaurant Depot: Membership-based cash-and-carry foodservice supply chain offering a broad assortment of equipment, disposables, and tabletop to restaurant operators — adjacent channel but serves the same buyer.
• Vollrath Company: Large established manufacturer of smallwares, countertop equipment, and serving items for foodservice — directly comparable product categories (spoons, tumblers, pans, pizza supplies) though distributed via dealers rather than D2C.
• Carlisle FoodService Products: Major manufacturer of foodservice smallwares, tableware, and storage/transport products (bus carts, sheet pan racks, tumblers) — overlapping product portfolio at larger scale and broader distribution.
• Cambro Manufacturing: Established manufacturer of storage, transport, and serving solutions for foodservice — directly comparable on bus carts, sheet pan racks, tumblers, and food storage product lines.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/NewStarSocial
• Facebookfacebook.com/newstarfoodservice

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about New Star Foodservice