Serving Up Tomorrow, Today. Our Products Accessories. L-Guard System. The Lancer Worldwide Difference From our award-winning fountain dispensing equipment to our new customizable draft systems, Lancer Worldwide delivers innovative beverage dispensing solutions for the foodservice industry. Draft Cold beer from an ambient keg with no power, from a compact, appealing dispenser.
Dedication in Action We are innovated leaders committed to delivering beverage dispensing experiences exceeding customer expectations. Contact Lancer Worldwide for more information. Lancer's headquarters and highly integrated manufacturing centers were originally located in San Antonio, Texas. Lancer also repeatedly expanded existing facilities. The company's San Antonio manufacturing facility and the Maquiladora plant in Mexico underwent extensive refurbishing during Lancer eventually offered three major product categories.
The company's primary line consisted of a variety of beverage dispensing systems. In particular, Lancer developed mechanically cooled and ice-cooled, non-coin-operated systems for dispensing soft drinks, as well as the post- and pre-mix dispensing equipment for each type of system.
In addition, Lancer developed and marketed electronically controlled counter-top citrus dispensing systems. Such systems dispensed juice concentrates through preset mix ratios. Sales from dispensing systems grew steadily for the company.
In , 49 percent of total net sales came from beverage dispensing systems. Within two years, complete dispensing systems totaled 53 percent of total net sales.
Post-mix dispensing valves and related parts comprised Lancer's second product line. Such valves mixed syrup and water for dispensing systems at a preset ratio. Utilized by Lancer in other company dispensing systems, the LEV also was sold to competing manufacturers for use in their equipment.
Lancer's third product line included products and services related to beverage dispensing. Lancer produced a carbonator for beverage systems requiring the production of carbonated water, and, through an agreement with Packaged Ice, Inc.
Lancer also rebuilt its own soft-drink dispensing equipment, as well as that of other manufacturers, since re-manufactured fountain beverage equipment extended the life of equipment for customers and offered reliable, durable equipment at lower costs. Lancer's other products included syrup pumps, stainless steel and brass fittings, carbon dioxide regulator components, disconnect sockets for five-gallon syrup tanks, quality control testing equipment, recirculating beer equipment and accessories, and water filtering systems.
The company's Vaculator Division also manufactured and marketed commercial coffee brewing equipment. Lancer also manufactured and maintained molds and fixtures needed in the production of components for its products. Within four years of its founding, Lancer became known for designing and manufacturing state-of-the-art equipment for the fountain beverage industry.
In Lancer designed, engineered, produced, and sold the first mechanically cooled dispensers. The company went on to develop ice-cooled beverage dispensing systems, syrup pumps, and carbonators. In Lancer launched a new line of ice and beverage dispensers, as well as a new high-tech, front-loading, microprocessor-controlled citrus counter-top dispenser. Occasionally, Lancer developed new products through agreements with its customers. Competition in the beverage dispensing industry hinged on rapidly changing technology.
Lancer's research and development activities therefore proved to be "the backbone of Lancer's growth over the years," according to the Schroeders in the company's annual report. Investment in technology for research and development continued as a priority for the company throughout its history. The company's leaders sought to improve Lancer's existing product line, as well as to develop new items demanded by the industry through its research and development activities.
The company also owned corresponding foreign patents or patents pending. Its patents covered food, beverage, and ice beverage dispensing equipment and components. Lancer was associated closely with the Coca-Cola Company since In fact, the company's domestic marketing activities focused on Coca-Cola. Coca-Cola selected Lancer as a preferred supplier, although the soft drink manufacturer was not contractually obligated to maintain minimum volumes of purchases from Lancer.
Lancer negotiated a master development agreement with Coca-Cola that ensured that the soft drink manufacturer or its designated agent would obtain exclusive sales of Lancer's citrus dispensers, post-mix dispensing valves, and syrup pumps.
For example, Lancer manufactured a self-contained, mechanically cooled citrus dispenser for counter tops.
The master development agreement entitled Coca-Cola to the rights to new products and innovations which were designed, developed, and produced by Lancer engineers and research-and-development staff. Such products typically were warranteed by Lancer for one year. Lancer also warehoused certain products for the Coca-Cola Company. The companies expanded this agreement in In , Lancer's sales to Coca-Cola accounted for 71 percent of the company's total revenue.
By , direct sales to Coca-Cola increased Lancer's total sales that year, however, increased O'Brien IV observed in the Hilliard Lyons Corporate Profile that "Lancer's future is clearly tied to Coca-Cola's fountain growth; however, the company appears to be successful in balancing its Coca-Cola relationship with other, new growth opportunities.
Customer satisfaction was a priority since Lancer's founding. As Alfred and George Schroeder noted in the annual report: "Throughout all those years, we never lost track of who we were serving.
We have always followed a well-established tradition of providing quality products and service at competitive prices to our customers.
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