Building Brand Experiences Since 1991
Since 1991, Food Concepts, Inc. (FCI) has partnered with convenience stores, food manufacturers, retailers, restaurants, travel centers, hospitality providers, and foodservice operators to build stronger brands through innovative merchandising, equipment solutions, and foodservice programs. Explore the people, milestones, and innovations that have shaped our journey for more than three decades.
Humble Beginnings
FCI’s first office was located above a garage at Brad’s home.
The company’s first major focus was its Modular Food Court System, a patented concept that helped convenience stores expand their foodservice offerings. During the first five years, FCI completed approximately twenty Modular Food Court installations while laying the foundation for future growth.
The journey was not always easy. Brad stayed the course, inspired by advice from Subway founder Fred DeLuca, who had faced similar challenges during Subway’s early years.
Milestones That Shaped FCI
1991 – 1996
• Company founding
• Developed Modular Food Court Systems
• First National foodservice rollouts
• Major customer partnerships
1997 – 2001
• Expanded into a new facility in Madison, WI
• Expanded customer partnerships
• Awards and recognition
2002 – 2010
• Move to the current facility
•ImageTrak™ and other merchandising solutions
2010 – Present
• FOODPROS® and other customer webstores launched
• Partnership with many large nation-wide retailers
• Launch of several proprietary items like MTF, PanelRak™, EZ-Tilt Sneezeguard™, and FOODPROS Roller Grills.
Innovation Through the Years
Innovation has been a driving force at FCI since day one. From early merchandising solutions like Euro-Rail Sign Merchandisers to industry-leading product platforms such as ImageTrak™, Modular Tube Frame Cabinetry™ (MTF), and PanelRak™, FCI has continually developed solutions that help retailers improve organization, enhance brand visibility, and create better customer experiences.
Along the way, the company expanded into foodservice equipment and merchandising programs, including the FOODPROS Bakery Case line and other custom solutions designed to increase efficiency and drive sales. Each innovation has been rooted in the same philosophy that started the company in 1991: solve real-world challenges with practical, value-engineered solutions that help customers succeed.
Industries We Serve
Over the past 35 years, FCI has expanded beyond convenience stores to serve a wide range of industries, including hospitality, education, healthcare, military, grocery, restaurant, and retail. From national food brands and hotel chains to universities and healthcare facilities, FCI helps customers create engaging foodservice and merchandising environments through innovative products, graphics, fixtures, and equipment solutions.
No matter the industry, the goal remains the same: deliver practical, value-engineered solutions that improve operations, strengthen brand presence, and enhance the customer experience.
Customers & Partnerships
Strong customer relationships have been at the heart of FCI’s success since 1991. Over the years, FCI has partnered with leading retailers, food brands, distributors, and operators to develop innovative foodservice and merchandising solutions. Many of these relationships have spanned decades, built on a shared commitment to quality, service, and results.
From national rollouts to custom projects, FCI works closely with customers to understand their goals and deliver solutions that help elevate their brands, improve operations, and create better experiences for their customers.
Our People
According to Brad, FCI’s greatest asset has always been its people.
As the company has grown, so has its commitment to developing talent, encouraging ownership, and fostering a culture built on teamwork, transparency, and continuous improvement.
The success of FCI over the past 35 years is a direct reflection of the dedication, creativity, and hard work of its employees.
Brad’s Reflections
When reflecting on 35 years of FCI, Brad Duesler is quick to credit the people who helped make the journey possible. From employees and customers to suppliers and industry partners, he believes the company’s success has always been built on strong relationships and a shared commitment to excellence.
As Brad puts it, “Our people come to mind first and foremost.” When asked what he is most proud of after 35 years, his answer was simple: “Our people, products and services.” Those words capture the values that have guided FCI since 1991 and continue to shape its future today.
Looking Ahead
As FCI looks toward the future, the focus remains on innovation and creating new opportunities for customers and employees alike.
While the company has evolved considerably since its beginnings in 1991, its mission remains unchanged: to build lasting relationships, elevate brand experiences, and deliver exceptional results. With a strong team, innovative products, and a commitment to continuous improvement, FCI is excited for what the next chapter will bring.
Continue Exploring
35 Years of Building Brand Experiences
Read the extended anniversary feature with additional stories, photos, and reflections from Food Concepts, Inc.’s 35-year journey.
Read the Anniversary Feature
Frequently asked questions
Food Concepts, Inc. (FCI) was founded in 1991. The company began in an office above the Duesler family garage and has grown into a foodservice merchandising, equipment, and brand solutions company serving customers across North America.
Food Concepts, Inc. was founded by Brad Duesler. While serving as Director of Marketing for PDQ Food Stores, Brad saw how difficult it was for convenience retailers to coordinate the many elements required to build successful foodservice programs. He founded FCI to provide a more streamlined, turnkey approach.
Food Concepts, Inc. serves convenience stores, food manufacturers, restaurants, travel centers, hospitality providers, healthcare organizations, educational institutions, corporate dining programs, entertainment venues, and other retail and foodservice environments.
Food Concepts, Inc. develops merchandising systems, branded fixtures, modular cabinetry, foodservice equipment, bakery display cases, graphics, signage, and custom retail solutions. Its portfolio includes PanelRak™, MTF™ Cabinetry, ImageTrak™, EZ-Tilt™ Sneeze Guard , FOODPROS® Rollergrills, and additional equipment and merchandising solutions designed around customer needs.
FOODPROS is the foodservice equipment and solutions brand of Food Concepts, Inc. It provides commercial equipment, bakery display cases, merchandising systems, graphics, signage, and related products for convenience stores, restaurants, hospitality providers, healthcare organizations, educational institutions, and other foodservice operators.
PanelRak™ is a modular merchandising and organization system developed by Food Concepts, Inc. It allows retailers and foodservice operators to create flexible countertop and display configurations using components such as baskets, shelves, peg hooks, and impulse merchandisers. PanelRak™ can be adapted as product assortments, promotions, and operational needs change.
MTF™, or Modular Tube Frame™ Cabinetry, is a modular cabinetry system developed by Food Concepts, Inc. It is designed to provide durable, flexible, and configurable cabinetry for convenience stores, foodservice programs, restaurants, and other retail environments. The system can be adapted to different layouts, equipment requirements, and brand designs.
Food Concepts, Inc. combines extensive foodservice and merchandising experience with a practical, customer-focused approach. Rather than offering only individual products, FCI works with customers to understand their operational, branding, equipment, and merchandising needs and develop solutions that bring those elements together. The company is also distinguished by its experienced team, strong work ethic, collaborative culture, and commitment to long-term relationships.
Food Concepts, Inc. is headquartered at 2551 Parmenter Street in Middleton, Wisconsin. The company moved into its current facility in 2006 after outgrowing several earlier locations.
“Building Brand Experiences” reflects FCI’s belief that every customer touchpoint contributes to how a brand is perceived. Equipment, merchandising, graphics, product visibility, store layout, and ease of use all work together to shape the customer experience. FCI helps customers bring those elements together in ways that strengthen their brands and support better retail and foodservice environments.
Food Concepts, Inc. began by helping convenience retailers develop more streamlined foodservice programs. Since then, the company has expanded from an office above a family garage into a nationally recognized provider of merchandising, equipment, cabinetry, display, and brand solutions. FCI has supported major national foodservice rollouts, developed proprietary systems such as ImageTrak™, PanelRak™, and MTF™ Cabinetry, launched FOODPROS®, expanded into new industries, and built a team and culture focused on innovation, opportunity, collaboration, and shared success.
