CASE STUDY Executive Refreshments Brings Coldtainer Innovation to Micro Market Delivery

At Executive Refreshments, adaptation and innovation are nothing new. Founded as a traditional office coffee service in Dallas, Texas, by Lou Baresh, the company has grown into one of the most dynamic workplace refreshment providers in the Dallas-Fort Worth metroplex. But it was during the COVID-19 pandemic that the company made a bold pivot—one that would set them on a path of rapid expansion and technological integration.

“When offices started shutting down and coffee demand dropped off, we knew we had to evolve,” said Louis Baresh, President of Executive Refreshments and son of founder/CEO Lou. “That’s when we made the shift into Micro Markets—unattended, self-checkout stores installed in break rooms. It’s been a game-changer.”

As the Micro Market segment grew, so did the need for reliable, mobile cold chain solutions. Freshness, food safety, and temperature consistency became mission-critical as Executive Refreshments began delivering fresh meals, beverages, and perishable snacks directly to customer sites.

That’s where Coldtainer came in.

“We started with one Coldtainer unit in one truck,” said Baresh. “We needed a solution that was easy to use, provided dependable temperature control, and could grow with our business. Coldtainer delivered on all fronts.”

Coldtainer portable refrigerated units, sold and serviced through Convoy Servicing – Thermo King, offer plug-and-play convenience with commercial-grade cooling power. Designed to maintain precise temperatures, Coldtainers are a flexible solution for food delivery operations that need to protect product integrity without relying on expensive, dedicated refrigerated trucks.

“One of the features we like best is how easy it is to move the units between vehicles,” Baresh explained. “As we scale up, that kind of flexibility gives us a real operational advantage.”

That operational advantage is already paying off. Executive Refreshments now plans to have six Coldtainer units deployed by the end of the year, giving them greater coverage and confidence as their Micro Market footprint continues to expand across North Texas.

“Executive Refreshments is a great example of how Coldtainer supports modern food delivery models,” said David Smith of Convoy Servicing – Thermo King. “They’ve embraced the innovation, and they’re seeing real results—less waste, consistent product quality, and the ability to scale without overcommitting to full refrigerated fleet builds.”

For Executive Refreshments, Coldtainer is more than a piece of equipment—it’s part of our larger vision. “We want to be a trusted provider of fresh, high-quality products that improve workplace culture,” he said. “Coldtainer helps us make that promise a reality, every day.”

With a trailblazing spirit and the right tools in place, Executive Refreshments continues to lead the way in workplace food and beverage innovation—one perfectly chilled delivery at a time.