Our Story
History
Our Founders
Lancer Corporation was founded on December 18, 1967, in San Antonio, Texas, by brothers Alfred A. Schroeder and George Schroeder.
Alfred served as Chairman of the Board, focusing on conceptual engineering design, new product development, and corporate planning. George took on the role of President and Chief Executive Officer, overseeing strategic planning, marketing, production management, and overall corporate administration. Alfred’s technical expertise and George’s operational leadership formed the foundation for the company’s success.


Today
About us
Lancer Worldwide is the global leader in beverage dispensing solutions, headquartered in San Antonio, Texas. As part of the Hoshizaki Corporation family, Lancer delivers innovative equipment for soft drinks, beer, frozen beverages, and ice dispensing, serving quick-service restaurants, convenience stores, entertainment venues, and hospitality businesses worldwide.
With a strong commitment to quality, sustainability, and customer experience, Lancer offers a comprehensive product portfolio including countertop and drop-in dispensers, valves, carbonators, and IoT-enabled systems. The company operates manufacturing and sales facilities across North America, Australia, Europe, Asia-Pacific, and Latin America, ensuring global reach with local support.
Recognized for engineering excellence and environmental responsibility, Lancer continues to set industry standards through advanced technology, durable designs, and programs that promote diversity and sustainability. Whether it’s enhancing speed of service or optimizing beverage quality, Lancer Worldwide is dedicated to helping businesses deliver the perfect pour, every time.
Locations
Social Responsibility
Make a measurable, positive impact and leave a better world for future generations
Commitment & Execution
Unwavering dedication for excellence, no matter the obstacles
Servant Leadership
Empower others with integrity, enthusiasm, and a passion for success
Continuous Improvement
Explore new ways to improve and deliver elevated performance over time
Integrity & Compliance
Build trust through responsible, disciplined actions and honesty
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