New Member Q&A: USA Restaurant Suppliers

As part of its mission to celebrate organizations that strengthen the foodservice equipment and supplies industry, FEDA publishes Q&As with member companies. This week's newsletter features USA Restaurant Suppliers, a Texas-based dealer that is investing in artificial intelligence (AI) and automation to move faster and take on larger projects.

Please tell us a little bit about your company's history.
Devon Zielinski, CEO: I started the company about nine years ago, kind of by accident. I was working in the restaurant industry with a goal of owning my own stores, but multiple back injuries forced me to step away. Around that time, a friend handed me an old pizza oven and said, “Why don’t you try selling this? I am going to throw it away if not.” One thing led to another, and just like that, I found myself running a little used equipment business. Then COVID hit, and with borders closed, my overseas buyers vanished. I thought it might be the end. But out of nowhere, calls started coming in from restaurants across the United States — especially delivery and takeout spots — asking if I could help them source new equipment. So, I pivoted, piece by piece.

Fast forward to now: We work with mom-and-pop shops, national chains and even the military. None of this was part of some grand master plan, but I’m grateful every day to be doing what I love and helping people build their dreams.

How has your company set itself apart in the foodservice equipment and supplies industry?
We use cutting-edge tech to keep our prices sharp and our turnaround times faster than most in the industry can offer. As part of that, we have invested deeply into automation, AI and internal custom tools that keep us quick and nimble.

How do you see operator expectations changing, and what are some trends your company is closely watching?
Thanks to online retailers and same-day shipping, operators now expect everything to be ultra-fast and seamless. But with that convenience comes confusion, especially when it comes to choosing the right equipment brands. Just like with most online shopping, operators often scan prices and glance at reviews before making a decision. The problem? Not all brands are created equal. We’re finding it increasingly challenging — but also more important than ever — to educate customers on making smarter, long-term decisions. This is especially important when they’re tempted by rock-bottom prices and flashy “in-stock” labels that don’t tell the whole story.

How is your company making the best use of new technology?
We’re leaning hard into AI and automation. We’ve built custom internal systems that streamline quoting, order tracking, and communication so our team can move fast without dropping the ball. The AI system we built in-house helps us forecast demand, recommend better equipment options and catch potential issues before they become problems. Our goal is to become faster and faster every single day.

How is your company growing?
Our growth has been driven by two main forces: bigger partnerships and better tools. We’ve started working with larger restaurant chains, which has opened the door to more high-volume projects. At the same time, we’re investing heavily in our e-commerce platform to make buying equipment fast, intuitive and accessible to everyone. What’s really helped us scale is the proprietary tech we’ve built in-house. For example, our technology has allowed us to take on more mom-and-pop projects, which can be incredibly time-intensive, without slowing down the rest of our operation. So, we’re growing both upmarket and grassroots, and we're doing it without sacrificing speed or service.

What challenges are your customers facing, and what are some examples of how your business has helped them create solutions?
A lot of our customers are facing tough challenges right now: manufacturer delays, rising tariffs and, in some cases, getting burned by off-brand equipment that seemed like a good deal online but didn’t hold up. We try to help by keeping things simple and honest. That means one-on-one guidance, clear communication about actual lead times and always having solid alternates ready when something’s delayed or unavailable. We’ve also worked hard to keep our pricing among the most competitive in the industry, so customers don’t have to sacrifice quality just to stay on budget.

What excites you about the future of our industry?
What excites me most is how much innovation is finally starting to hit this industry. For a long time, foodservice equipment was stuck in the past, with slow processes, limited transparency and outdated technology. But now we’re seeing real momentum: smarter kitchens, better data, faster sourcing, and more streamlined workflows. Operators are also getting savvier. They expect more from their partners, and that push is forcing all of us to raise the bar. For companies like ours that are leaning into tech, transparency and customer experience, the future feels wide open.