CHICAGO — The National Restaurateurs Association Trade Fairproduced by Winsight SARL and sponsored by the National Association of Restaurateursreturned to Chicago McCormick Square From May 20 to 23, the restaurant industry came together. Four days were dedicated to showcasing products and services, training and networking with industry colleagues.
Spanning over 661,000 net square feet (nsf), the 2023 National Restaurant Association Show saw a 12% growth in nsf over the 2022 edition.
The number of first-time exhibitors also increased by 61% compared to 2022, with 800 companies making their show debut. The sales team focused on generating new business using trend-driven digital marketing, including technology and innovation within the industry. Another marketing approach focused on increasing the cost per square foot to drive conversions and the Cyber Monday offer for attendees, which generated significant growth.
“Our exhibitors have solutions that can help address the ever-growing list of needs and issues facing the industry today, and they know that the connections made at The Restaurant Show are stronger than those made anywhere else. And just as the 2023 show grew larger than the 2022 show, the 2024 show is shaping up to be a continuation of that trend. Our 2023 exhibitors were given the opportunity to reserve a booth for next year, and we recommitted over 94% of our 2023 exhibit space to the 2024 show; a record retention rate,” said Mike Lindahl, Director of Sales at Winsight.
International participation also surpassed that of 2022, with a 15% increase in 2023, with professionals from more than 112 countries in attendance, and of the more than 2,100 exhibitors, more than 280 were international. According to Winsight, international participation compared to global participation was the highest percentage since data has been recorded.
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International attendees can use the U.S. Commercial Service, the National Association of State Departments of Agriculture, or local delegations to obtain services to assist with registration and participation in the show. Membership in a delegation also offers visa assistance, networking opportunities, and other benefits, providing incentives to join one. The delegation program has assembled 29 delegations, representing 35% of all international attendees, for the 2023 edition.
To combat the issues surrounding long visa wait times, Winsight launched the first email about the show in January and identified growth opportunities in other countries to offset the loss of attendance from those with longer wait times.
When it comes to DEI, the 2023 edition of the show focused on a wide range of educational topics and speakers. This year, a number of accessibility and inclusion resources were also available, including a gathering for sober professionals in the industry, prayer rooms, American Sign Language interpreters, and an ADA shuttle service.
“The energy at this year’s Restaurant Show was palpable,” said Lisa Malikow, senior vice president of event operations and programming at Winsight. “From the opening to the last day of the show, business was booming and you could tell that attendees and exhibitors were focused on the future of dining. But perhaps the best part was seeing all the smiles, handshakes, laughter and connections being made.”
The next National Restaurant Association trade show will be held May 18-21, 2024, at McCormick Place in Chicago.
Contact Lisa Malikow and lmalikow@winsightmedia.com