Custom Food Service

What Custom Food Service does

Custom Food Service is a private, family-owned full-line foodservice distributor founded in 1977 and headquartered in Phoenix, Arizona. It distributes food, beverages, paper goods, chemicals, disposables, and equipment to commercial foodservice operators across the Phoenix Metropolitan Area and Arizona, with targeted segments including restaurants, schools and daycares, breakfast and lunch diners, delis, and frozen-yogurt and bowl concepts. The supplied company materials also identify entertainment, healthcare/social-services, catering, retail, and hospitality accounts among named customers.

Revenue is generated through product margins on the sale and distribution of food products, supplies, and equipment. The go-to-market model is sales-led and account-based, using dedicated sales representatives, personalized account management, customized solutions, and direct delivery through a company-owned fleet. Pricing is quote-based and customized by customer volume, relationship length, and product mix; no public pricing is disclosed.

Technology consists primarily of a PepR-hosted online catalog and order-management system, supplemented by the company website, segment pages, digital brochures, and social media. Custom Food Service is a member of UniPro Foodservice, which provides access to national brand partnerships, supply-chain resources, and cooperative marketing while preserving a local operating focus. No AI/ML capability, API, or public revenue figure is disclosed in the available data.

Name

Custom Food Service

Legal name

Custom Food Service

Website

https://customfoodservice.com

Company type

Private

Founded year

1977

Operating status

Operating

Headcount range

11–50 employees

Short description

Custom Food Service is a private, family-owned foodservice distributor serving the Phoenix Metropolitan Area and Arizona, supplying food, beverages, disposables, chemicals, and equipment to restaurants, schools, daycares, diners, delis, and frozen-yogurt operators.

Ownership category

akta.pro rank

Product category

Foodservice Distribution

SIC

Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Private-Label / Own-Brand Broadline Distributors (AFAIAAAI)

akta.pro secondary industries

Food Preparation Equipment & Smallwares Wholesale (AFAIALAK), Foodservice Packaging & Takeout Containers Wholesale (AFAIALAE)

Keywords

• Foodservice distribution
• Food product wholesale
• Restaurant supply
• Commercial kitchen supplies
• Foodservice equipment

Headquarters

HQ city

Phoenix

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Foodservice Product Distribution: As an independent full-line foodservice distributor, Custom Food Service generates revenue through the sale and distribution of food products, supplies, and equipment to foodservice operators. Revenue comes from product margins on food, beverages, paper goods, chemicals, and equipment sold to restaurants, schools, daycares, and other foodservice businesses.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Custom Food Service is an independent full-line foodservice distributor that procures, warehouses, and delivers food products, beverages, paper goods, chemicals, and equipment to commercial foodservice operators. It supplies segment-tailored product assortments to restaurants, schools, daycares, delis, frozen yogurt and bowl concepts, and breakfast/lunch diners across the Phoenix Metropolitan area and Arizona using its own delivery fleet and dedicated sales representatives.

Product overview

Custom Food Service is a full-line independent food distribution company serving the Phoenix Metropolitan area since 1977. The company operates as a single unified distribution service supplemented by an online product catalog accessible via the PepR platform. Its core distribution service serves multiple segments including Schools & Daycares, Frozen Yogurt & Bowls, Delis, and Breakfast & Lunch Diners. The product portfolio spans comprehensive categories (Appetizers, Bakery, Beef, Dairy, Produce, Seafood, etc.) through three supplier tiers: exclusive branded products (Crestview Poultry, SweetSource, Brighton Farms, etc.), local supplier products (Mama Lolas, Willie Itule Produce, etc.), and national brand products (Nestlé, Hormel, General Mills, etc.). The company also offers customized service solutions and white glove service, with membership in UniPro Foodservice cooperative providing additional distribution network access.

Differentiator

Problem solved

Functional benefit

Products and services

• Full-Line Foodservice Distribution Service Full-line foodservice distribution covering food, beverages, paper goods, chemicals, and equipment, delivered to commercial foodservice operators across the Phoenix Metropolitan area and Arizona using a company-owned fleet and dedicated account-based sales representatives.
• Schools & Daycares Foodservice Distribution Distribution service designed for schools and daycares, providing consistent inventory, trusted brands, and dependable fulfillment of baby food, breakfast items, snacks, dairy products, grains, proteins, and packaged foods for childcare meal programs.
• Frozen Yogurt & Bowls Distribution Distribution service for frozen yogurt and bowl concepts offering yogurt mixes, soft serve bases, toppings, sauces, fruits, inclusions, and operational essentials for self-serve and made-to-order operators.
• Delis Foodservice Distribution Foodservice distribution for delis providing deli meats, proteins, cheeses, breads, prepared foods, condiments, and nonfoods/disposables to support made-to-order sandwiches and grab-and-go operations.
• Breakfast & Lunch Diners Supply Ingredient solutions for breakfast and lunch diners providing eggs, dairy, breakfast meats, breads, potatoes, syrups, condiments, coffee, beverages, produce, and disposables for high-volume morning and lunch service.
• Online Product Catalog & Ordering Portal Self-service online product catalog and ordering portal hosted on the PepR platform (customfoodservice.pepr.app), allowing foodservice operator accounts to browse the product range and place orders digitally.
• Exclusive Branded Product Line Distribution offering centered on exclusive branded products from Crestview Poultry, SweetSource, Brighton Farms, Modern Companions, Cortona, Gourmet Table, Highland Market, Ocean Horizons, Ore-Ida, OvenStone Bakery, Rangeline, SunSource, Versa, and World Horizons.
• Local Supplier Product Line Distribution offering of local Arizona and regional supplier products including Mama Lolas Authentic Tortillas, Angelos Italian Ice & Gelato, Arizona Fresh, Mrs. Kleins Pickle Co., Frites Street, Lauras Gourmet Granola, ROC2, Sedona Bottling Company, Willie Itule Produce, Azoria Foods, Frenchs Meat, Bright Sun Orchard, Chula Seafood, and Coosemans Phoenix LLC.
• National Brand Product Line Distribution of national brand products including Nestlé Professional, Hormel Foods, Inteplast Group, General Mills Foodservice, Kelloggs, Kraft Heinz, Baron Spices, Hermanns Pickles, All Round Foods, AquaStar Seafood, Caffè Darte, Cloverdale Meats, Conagra Brands, Diannes Fine Desserts, Dole, High Liner Foods, National Beef, McCain, Sea Port, Smithfield, Utz, Wayne Sanderson Farms, and Freedom Meats.

Quantifiable outcome

• Multiple customers report 16-25+ year relationships with Custom Food Service, demonstrating sustained value delivery and customer retention

Named customers11 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• UniPro FoodservicecoreStrategic or Co-development PartnerCustom Food Service is a proud member of UniPro Foodservice, the nation's largest foodservice distribution cooperative. This membership provides access to national brand partnerships, supply chain resources, and cooperative marketing programs while maintaining the company's independent local focus.

Scale indicators4 records

Recent moves3 records

Expansion highlights5 records

Direct peers

• Sysco Corporation: Sysco is the largest broadline foodservice distributor in North America, operating with substantially greater scale, broader assortment, and stronger procurement leverage than Custom Food Service; it directly competes for the same restaurant, school, and institutional customers in the Arizona market.
• US Foods Holding Corp: US Foods is the second-largest broadline foodservice distributor in the U.S., with a national footprint and full-line product offering that directly overlaps Custom Food Service's portfolio across restaurants, schools, hospitality, and healthcare accounts in the same Phoenix market.
• Performance Food Group: Performance Food Group operates broadline foodservice distribution alongside its Vistar and Core-Mark businesses; its broadline segment competes head-to-head with independents like Custom Food Service for restaurant, school, and institutional accounts across the Southwest.
• Shamrock Foods Company: Shamrock Foods is a private, Arizona-based broadline foodservice distributor with a similar 40+ year operating history and family-influenced culture; it is Custom Food Service's closest regional direct peer, competing for the same local restaurants, schools, and hospitality operators in the Phoenix market.
• Gordon Food Service: Gordon Food Service is a large private broadline foodservice distributor serving restaurants, schools, and other operators across North America; its independent family-owned status and broadline full-service model make it directly comparable to Custom Food Service at scale.
• Ben E. Keith Foods: Ben E. Keith is a private broadline foodservice distributor serving independent restaurants and chain accounts across the South-Central and Southwestern U.S.; its independent ownership, regional operating model, and broadline focus closely mirror Custom Food Service's structure and customer mix.
• Cheney Brothers: Cheney Brothers is a private, family-owned broadline foodservice distributor serving the Southeast U.S. with a similar independent-operator positioning, broad assortment, and emphasis on customer service; it is a closely analogous peer for Custom Food Service in business model and culture.
• Cash-Wa Distributing: Cash-Wa is a private broadline foodservice distributor serving independent restaurants and institutional accounts across the Midwest and Mountain West; its regional independent model and broadline assortment are closely comparable to Custom Food Service, with some geographic overlap in the broader Western U.S.

Broad incumbents

• Reyes Holdings: Reyes Holdings operates foodservice distribution through its Reinhart Foodservice and Martin Bros divisions, along with beverage and foodservice logistics businesses; it competes with Custom Food Service in broadline distribution but at significantly larger scale and broader portfolio.

Regional players

• Nicholas & Company: Nicholas & Company is a family-owned broadline foodservice distributor based in the Western U.S. with a similar independent-operator focus; it serves restaurants, schools, and healthcare accounts comparable to Custom Food Service's segment mix but operates in a different geographic footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/customfoodservice
• LinkedInlinkedin.com/company/custom-food-service
• Instagraminstagram.com/customfoodservice

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

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 Custom Food Service