CounterCraft
CounterCraft Inc. is a Houston-based private manufacturer of custom serving counters and foodservice equipment — including modular counters, patented HotFrost dual-temperature merchandisers, and breath guards — sold direct to K-12 schools, universities, and institutional foodservice operators.
- Company typePrivate
- Founded-
- HeadquartersHouston, United States
- Headcount51–100
- GTM typeB2B
- OfferingHardware or Manufacturing
What CounterCraft does
CounterCraft Inc. is a Houston, Texas-based private manufacturer of custom serving counters and foodservice equipment, founded to address what the company describes as the foodservice industry's need for innovative, high-end serving line solutions. The firm designs, engineers, and manufactures a portfolio centered on four product lines: Modular Custom Counters featuring a proprietary signature curved design that enables serving line configurations unavailable in standard modular offerings; HotFrost Merchandisers, which are dual temperature dual tier countertop units that accommodate 18" x 26" sheet pans without requiring food transfer; fully Custom Counters available in straight, curved, or offset line shapes with selectable built-in components; and a family of Breath Guards (Food Guards) in fixed and adjustable styles. CounterCraft holds five registered patents protecting the HotFrost product line (Dual Tier Merchandiser, Plate, Glass Overshelf, Stone) and the Modular Custom Signature Curved Design, and configures its counters with multiple countertop materials (stainless steel, engineered stone, Corian solid surface, 3Form decorative panels), counter front finishes (stainless steel, laminate, tile, decorative panels), and trayslide options.\n\nThe company monetizes through one-time, quote-based sales of custom-manufactured equipment handled by dedicated project managers — Robert Snoddy for sales and Ruby Cortez for customer service — with all products manufactured at the Houston facility at 7007 Stearns Street. Customer-facing engagement is driven by direct enterprise sales and a heavy trade show presence at industry events including NAFEM SHOW (the world's leading foodservice E&S showcase), the School Nutrition Association Annual National Conference, the Georgia School Nutrition Association Equipment Academy, and the Texas Association of School Nutrition Conference, supplemented by a content marketing program of articles and blog posts on foodservice topics.\n\nPrimary customer segments are K-12 school nutrition programs and university/college dining facilities, with named cases including University of North Texas (a 14-counter disaster-relief deployment), Coppell High School, and Shepton High School. Foodservice industry professionals represent a secondary persona reached through trade shows. CounterCraft appears to be a founder-operated, independently financed private corporation headquartered in Houston with no disclosed external funding rounds, no parent company, and operations confined primarily to the U.S. (Texas-centric operating geography).
CounterCraft firmographics
Firmographics- Name
- CounterCraft
- Legal name
- CounterCraft Inc.
- Website
- https://countercraftinc.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- CounterCraft Inc. is a Houston-based private manufacturer of custom serving counters and foodservice equipment — including modular counters, patented HotFrost dual-temperature merchandisers, and breath guards — sold direct to K-12 schools, universities, and institutional foodservice operators.
- Ownership category
- akta.pro rank
CounterCraft industry classification
Industry- Product category
- Commercial Foodservice Equipment
- NAICS
- Ventilation, Heating, Air-Conditioning, and Commercial Refrigeration Equipment Manufacturing (33341)
- SIC
- Air-Cond & Warm Air Heatg Equip & Comm & Indl Refrig Equip (3585)
- akta.pro primary industry
- Restaurant & Commercial Kitchen Equipment Wholesale (AFAIALAB)
Keywords
Where CounterCraft is headquartered
LocationHeadquarters
- HQ city
- Houston
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
CounterCraft business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Custom Serving Counter Sales: Sale of modular custom and fully custom serving counters built to customer specifications. Products include serving counters, breath guards, HotFrost merchandisers, and accessories. Pricing is quote-based with custom packages developed for each customer.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels2 records
CounterCraft product offering
Product offeringCore offering
CounterCraft manufactures and sells modular and fully custom serving counters, breath guards, and the patented HotFrost dual temperature merchandiser line for institutional foodservice operations. Products are built to customer specifications in straight, curved, or offset line configurations with selectable countertop materials, counter front finishes, and trayslide options, and are sold via quote-based direct enterprise sales.
Product overview
CounterCraft is a manufacturer of custom serving counters for the foodservice industry. The company offers a portfolio of modular and fully custom serving counter solutions centered around four main product lines: Modular Custom Counters (with signature curved design allowing unique serving line configurations), HotFrost Merchandisers (dual temperature dual tier countertop merchandisers accommodating 18" x 26" sheet pans), Custom Counters (fully customized counters in straight, curved, or offset line shapes), and Breath Guards (complementing the counter lines with fixed and adjustable styles). All products can be configured with various countertop materials (stainless steel, engineered stone, Corian solid surface), counter front finishes (stainless steel, laminate panels, tile, decorative panels), and trayslide options (various stainless steel and solid surface finishes). The company holds 5 patents for its HotFrost product line innovations including the HotFrost Plate, Glass Overshelf, Dual Tier Merchandiser, and Stone.
Differentiator
Problem solved
Functional benefit
Brands
- Modular Custom: Modular design featuring mobile, interchangeable, interlocking, and interconnecting utilities with signature curved design for serving line configurations.
- HotFrost
- Custom Counters
- Breath Guards
Products and services
- Modular Custom Counters Custom serving counters with a modular design featuring mobile, interchangeable, interlocking, and interconnecting utilities, built around the company's signature curved design that allows serving line configurations not possible with standard modular counter offerings. Sold to institutional foodservice buyers via custom quote packages.
- HotFrost Merchandiser Patented dual temperature, dual tier countertop merchandiser family covering the HotFrost Dual Tier Merchandiser, HotFrost Plate, HotFrost Glass Overshelf, and HotFrost Stone. Accommodates 18" x 26" sheet pans without transferring food from sheet pans to shelves; tiers can be configured hot/hot, frost/frost, or hot/frost, and the dual mode option switches individual tiers between frost and heat.
- Custom Counters Fully customized serving counters built to customer specifications in three basic shapes: straight line, curved line, or offset line, with selectable built-in components such as hot food wells and cold pans. Sold to foodservice operators through custom quote packages.
- Breath Guards Protective food shields designed to complement Modular Custom and Custom Series counters, available in BG (Fixed), BGA (Adjustable), BGA Dual-Tier, Swoop, and WBU (Fixed) styles. Sleek modern designs that are fully functional and can be retrofitted into existing counters.
Quantifiable outcome
- 14 serving lines designed, engineered, manufactured, shipped, and installed in under 4 weeks for University of North Texas
- +1 more outcomes
Companies that use CounterCraft
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
CounterCraft technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
CounterCraft partnerships and signals
Strategic signalScale indicators2 records
Recent moves5 records
Expansion highlights3 records
CounterCraft competitors and assessment
Company assessmentDirect peers
- Advance Tabco: Advance Tabco manufactures stainless steel commercial foodservice equipment including counters, serving lines, and food shields. Comparable as a competitor in the modular and custom serving-counter category for institutional foodservice.
- Vollrath Company: Vollrath manufactures commercial foodservice equipment including serving systems, counters, and warming/refrigeration merchandisers. Comparable as a broad-line manufacturer competing for the same foodservice operator specifications as CounterCraft.
- Cambro Manufacturing: Cambro is a leading manufacturer of foodservice equipment including insulated food transport, serving stations, and modular counter systems. Directly comparable to CounterCraft because both serve K-12 and institutional cafeterias with custom-configurable serving and holding equipment.
- Hatco Corporation: Hatco specializes in commercial foodservice heating, holding, and merchandising equipment, including dual-temperature display merchandisers used in cafeteria serving lines. Comparable because Hatco drop-ins were specified in CounterCraft's UNT project, indicating overlap in product category and end customer.
- Low Temp Industries: Low Temp Industries designs and manufactures custom hot and cold food serving counters and refrigerated display equipment for institutional and commercial foodservice. Directly comparable to CounterCraft's HotFrost dual-temperature merchandising capability.
- Duke Manufacturing: Duke Manufacturing designs and produces custom serving lines, hot/cold food bars, and cafeteria equipment for K-12 and institutional foodservice. Directly comparable as a turnkey custom serving-line manufacturer competing for the same school nutrition specifications as CounterCraft.
- Piper Products: Piper Products manufactures custom serving lines, food bars, and cafeteria equipment, with deep penetration in K-12 school nutrition. Comparable because Piper is a long-standing direct competitor in custom institutional serving counters.
- Eagle Group: Eagle Group produces stainless steel foodservice equipment including serving counters, work tables, and custom fabrication for institutional kitchens. Directly comparable as a custom stainless foodservice fabricator targeting the same operator base.
Broad incumbents
- Alto-Shaam: Alto-Shaam is a major foodservice equipment manufacturer known for cook-and-hold ovens and warming/holding systems used in institutional cafeterias. Comparable as a broader incumbent with overlapping foodservice holding and serving technology.
- Hoshizaki America: Hoshizaki is a global commercial refrigeration and ice equipment manufacturer serving foodservice operators. Comparable as a broad incumbent whose commercial refrigeration equipment overlaps with CounterCraft's HotFrost cold-side merchandising.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights5 records
Customer concentration
CounterCraft social profiles
Digital presenceCounterCraft financial estimates
Financial estimateRevenue estimate
Valuation estimate
CounterCraft leadership team
Management profileNumber of profiles
Profiles3 records
CounterCraft funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
CounterCraft M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about CounterCraft
What does CounterCraft do?
CounterCraft manufactures and sells modular and fully custom serving counters, breath guards, and the patented HotFrost dual temperature merchandiser line for institutional foodservice operations. Products are built to customer specifications in straight, curved, or offset line configurations with selectable countertop materials, counter front finishes, and trayslide options, and are sold via quote-based direct enterprise sales.
Is CounterCraft a public or private company?
CounterCraft is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was CounterCraft founded?
CounterCraft was founded in -1. It employs 51 to 100 people.
Where is CounterCraft based?
CounterCraft is headquartered in Houston, United States, in the North America region.
How does CounterCraft make money?
One revenue line is on record: custom Serving Counter Sales.
Who are CounterCraft's main competitors?
Direct peers on record are Advance Tabco, Vollrath Company, Cambro Manufacturing, Hatco Corporation, Low Temp Industries, Duke Manufacturing, Piper Products and Eagle Group. Broad incumbents are Alto-Shaam and Hoshizaki America.
Does CounterCraft have an API?
No public API is recorded for CounterCraft.
What industry is CounterCraft in?
CounterCraft's product category is Commercial Foodservice Equipment. Its primary akta.pro industry code is AFAIALAB, Restaurant & Commercial Kitchen Equipment Wholesale. Its NAICS code is 33341 and its SIC code is 3585.